SPARK | Negotiations of Music Licensing fees and Agreements for PENNY Christmas Campaign
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Negotiations of Music Licensing fees and Agreements for PENNY Christmas Campaign


Penny or internationally Penny Market is a discount supermarket chain based in Germany, which operates 3,550 stores. The market was founded by Leibbrand Gruppe in 1973; since 1989 it has been fully owned by the Rewe Group.

PENNY and the agency Serviceplan Campaign 3 GmbH asked Spark to negotiate the music rights and the agreements for the 2019 Penny Christmas campaign.

The music featured in the ad is ‘Forever Young’ originally written and performed by German band Alphaville. An exclusive new version sung by a child was used for the Christmas ad.

The emotional ad wanted to surprise first time viewers of the ad by making them believe that they saw children sledging and playing in the snow. Only when the camera comes closer the viewer discovered that it is actually elderly people having fun just like children would.

PENNY’s intention was to create an ad that showed that PENNY is for everyone young and old alike, just like Christmas itself.

The campaign ran across a number of European countries including the Czech Republic where the song featured a children’s choir that sung the same lyrics in the Czech language.

Besides negotiating the licensing fees Spark also negotiated the details for the licensing agreements.

The ad was a great success and had already 6.5 million views after 5 days on YouTube alone.

PENNY is one of Germany’s largest supermarket chains and is owned by the REWE Group.