MediaMarkt wants to build further on IBTNG as a second campaign wave, refreshing the concept by adding a loyalty layer. While the myMediaMarkt program offers clear benefits, awareness of the points system remains low. At the same time, MediaMarkt continues to focus on strong product and price promotions. The challenge is to integrate loyalty into this sales-first environment without losing clarity, impact or brand strength.​

Two complementary TV executions keep the message clear: one focuses on loyalty benefits, the other on sharp deals with loyalty subtly reinforcing value. Simple, consistent messaging strengthens promotions across TV, radio, social media and online channels in Belgium and Netherlands, driving awareness, myMediaMarkt membership and repeat purchases.