2011 will be a special year in the successful history of Saturn: the electrical goods retail chain is turning 50. On this occasion the company is launching a brand-new advertising campaign that will ensure a party mood throughout the jubilee year. In this campaign, Saturn will present the US entertainer Michael Buffer as its new testimonial. Buffer is mainly known as a presenter of top-level boxing events and the new campaign claim “geil ist geil” [cool is cool] is just as loud and unmistakable as he is himself. The clear message: Saturn is entering the boxing ring to fight for its promise – best technology, innovations and a gigantic assortment. In the framework of the extensive campaign Saturn will advertise not only with TV and radio spots but also with print advertisements, billboards, online and at the point of sale.

It is hard to believe that the electrical goods retail chain already exists for half a century as it is a synonym for innovations from the world of technology. In its usual, unconventional manner Saturn is thus once again treading new ground with its jubilee campaign. And none other than Michael Buffer is entering the ring for Saturn. The US entertainer is considered the world’s most famous presenter of boxing fights. Especially his brand attributes, i.e. a smoking, a bow tie and the battle cry “Let’s get ready to rumble”, have achieved cult status. Stylish and authentic, he is creating a party mood among the customers with his unmistakable voice and the confident message “geil ist geil”. The insolent slogan alludes to the advertising classic “Geiz ist geil” [stinginess is cool]. With this slogan, Saturn is once again picking up and extending the original message which simply focused on low prices. This is because, in addition to rock-bottom prices, the Saturn stores are also offering a unique shopping experience - best technology, innovations and a gigantic assortment of top brands. The musical backdrop chosen for “geil ist geil” is the catchy tune of the powerful evergreen “Live is life” which helped the Austria rock band Opus score an international number one hit in 1984.

“During the past decades Saturn has demonstrated time and again that we have the guts to present eye-catching and attention-grabbing advertisements”, says Carsten Strese, member of the Management Board of Saturn Management GmbH. “In this regard, the jubilee campaign will even top it off. With a wink of the eye and a bold message we are showing that Saturn is 50 years YOUNG. We are proud of our successful history and have no intention whatsoever of becoming quieter in future”.

From January until the end of 2011 the new spots will be broadcast on the radio and TV. In addition, Saturn is running print advertisements, advertising on billboards, online and at the point of sale. Also at the international level the “geil ist geil” campaign will be deployed in the course of the jubilee year. The new Saturn campaign was conceptualized by the agency Scholz&Friends (Berlin). The TV spots were produced by Bakery Films (Hamburg), with Pet & Flo as directors. The media agency responsible for the TV campaign is Mediaplus (Munich). The online campaign was developed by Scholz&Friends Interactive (Berlin) and realized by the agency coma AG (Munich).