How a simple 5% sales promotion became the most entertaining sport event in Germany.


The live Races

All the races were broadcasted live as a stream and on the 9 most
important private TV stations on prime time in Germany.

How it works

On each race day, the receipt doubled as a betting slip.

The Rabbits

The ten racing rabbits had their individual characters and background stories.


We promoted the races with tons of content, such as background stories, sports
reports and behind the scenes material on Youtube and

Out of Home

The races were also presented on digital billboards all over Germany.

Website served as access hub for watching and sharing all the video content, sports reports, past race coverage and live streams of the entire campaign.


Throughout the Easter holidays, the Rabbit Race dominated the press coverage across Germany.