Turbogrün & Thomas Müller - Doping für den Rasen
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Movies, Commercials and Virals
Details
With its “Doping for the Lawn” campaign, Turbogrün is setting new standards in brand building for e-commerce brands. The campaign centres on professional soccer player Thomas Müller, who appears to be involved in a doping scandal—until it turns out that it's actually about lawn fertilizer. The deliberately staged twist generates maximum attention and combines humour with a clear brand message. As the first major TV and multichannel offensive, the campaign marks the strategic shift from a performance-driven online shop to a strong love brand and reaches millions of people in the DACH region.
The Jury‘s Statement
Before moving into retail, Turbogrün needed communication that would build a distinct brand role beyond performance logic. With "Doping für den Rasen" ("Doping for the Lawn"), zeitgeist found a precise idea for this: the staged scandal around Thomas Müller creates attention, while the narrative twist leads directly to the brand and its benefit. TV, social media and landing page follow the same dramaturgy. This gives Turbogrün a profile that is remembered in mass media and remains compatible with digital channels.
