Let's Go!
We set out to show MediaMarkt how empathy and consumer behavior can drive digital advertising — moving beyond the usual product-and-price focus. With this proposal, we also aimed to strengthen our partnership for another year.
The result? Let’s take a look!
Brand Elevation Proposal
Client: MediaMarkt
Creative Concept / Strategic-Creative / Brand / Graphic Design
Aug 2023
Challenge and Growth
Let’s Go Always On was my very first project at disxt. The task? Get up to speed with MediaMarkt’s brand guide, digest the strategic input, and deliver 15 concepts — fast. The most challenging (and exciting) part was working with the strategic direction: tapping into cognitive bias and empathy to truly connect with the audience.
Psychology had never been part of my design process before, but this project opened my eyes to how it can make creativity resonate on a deeper level. Through research and reflection, I realized that cognitive bias has always shaped advertising — even if we don’t consciously see it. The key, though, is how we use it: not to push people into mindless shopping sprees, but to empower them through meaningful products and experiences.
These lessons became the foundation for the concept: translating MediaMarkt’s core values into actionable ideas that connect with the audience on both an emotional and psychological level.
List of cCommon cognitive bias in advertisements
Concept
Out of the challenges and lessons came five simple but powerful pillars: enjoyment, motivation, action, together, and value. Each one reflects MediaMarkt’s core offer—and when paired with a relevant cognitive bias, they spark a concept that’s clever, strategic, and surprisingly easy to grasp. It’s all about turning insight into ideas that truly connect with people and make their experience with MediaMarkt feel meaningful.
Considering the shift in communication, we also took the initiative to introduce a new set of designs. These designs are in harmony with MediaMarkt's strategic focus on being an innovative brand. “Be bold, be creative, be disruptive. Be The Change.”
Here is how they come to life. Make sure to also click the orange text to explore the biases behind each concept!
Concept 1
Experience
Anew
The first pillar, Enjoyment, paired with the novelty bias, led to a concept that celebrates discovery and fresh experiences. MediaMarkt isn’t just about products — it’s about unlocking passions and curiosities in new ways. By inviting customers to “experience anew,” we highlight MediaMarkt as the brand that makes exploration exciting and accessible.
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Enjoyment
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Motivation
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Product and Value
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Novelty-Seeking Bias
The inclination towards novelty is deeply rooted in human evolution. Novel experiences can lead to new opportunities or the discovery of resources. Therefore, there's an evolutionary advantage to being curious and exploring the unfamiliar.
Result
MediaMarkt embraced the fresh design and the empathetic approach, recognizing how it tied seamlessly to their core values. By weaving bias and empathy into the concept, we proved our ability to combine strategic insight with creative execution — showing them we could take their brand further.
The outcome? I not only passed my trial period at disxt, but we also secured another year-long partnership with MediaMarkt. Success? I’ll let you be the judge. 😉