| Title | LIDL FAN CUP |
| Brand | LIDL STIFTUNG & CO. |
| Product/Service | LIDL |
| Category |
A07. USE OF SOCIAL IN A DIRECT MARKETING CAMPAIGN |
|
Entrant Company
|
McCANN WORLDGROUP GERMANY Frankfurt, GERMANY
|
|
Advertising Agency
|
McCANN WORLDGROUP GERMANY Frankfurt, GERMANY
|
|
Advertising Agency 2
|
MRM // McCANN WORLDWIDE Frankfurt, GERMANY
|
Credits
| Ruber Iglesias |
Mccann WORLDGROUP |
Ceo |
| Elke Klinkhammer |
Mccann WORLDGROUP |
Cco |
| Frank Ladner |
MRM/Mccann |
Cto |
| Andreas Brueckner |
MRM/Mccann |
Managing Director |
| Martin Biela |
MRM/Mccann |
Executive Creative Director |
| Dom Heinrich |
MRM/Mccann |
Creative Director Innovation Advertising |
| Mark Hollering |
MRM/Mccann |
Creative Technology Director |
| Philipp Schlosser |
MRM/Mccann |
Sen. Creative Concept |
| Jacqueline Grochalski |
MRM/Mccann |
Visual Designer |
| Christian Endecott |
MRM/Mccann |
Copywriter |
| Anna Chetchetka |
MRM/Mccann |
Art Director |
| Andreas Gruener |
MRM/Mccann |
Sen It Project Manager |
| Markus Goerg |
MRM/Mccann |
Sen It Architect |
| Sven Kraeuter |
MRM/Mccann |
Maker |
| Stephan Rappl |
MRM/Mccann |
Management Supervisor |
| Anna/Katharina Ley |
MRM/Mccann |
Account Manager |
| Kati Kempe |
MRM/Mccann |
Content Coordination |
The Brief
The world cup 2014 was approaching and fans from all nationalities, cultures and languages were beginning to feel its pulse. At the same time LIDL, the leading grocery retailer in Europe, wanted to push their image as an innovative and surprising brand.
Through one great idea, we gave all football fans, a truly unique opportunity: To win the world cup for their own country and in turn, experience the goal-like feeling of great shopping at LIDL.
Creative Execution
The 50 tables, each with 2 playing fields, were branded with 25 Lidl product lines. After each move the playing fields were randomly switched. The banners were displayed as Arena Brand Names 2 seconds before the game started. The Intro of each replay included 25 different camera flights over the foosball tables. The replay itself showed the branded banners, which were visible for 6 seconds from three different angles. And at the end of the score, once again the arena brand name was displayed. Some countries additionally displayed Facebook-user targeted Intros with special brand cooperations.
Describe the creative solution to the brief/objective.
In every world cup emotions run high, especially during penalty shootouts. But sadly, there’s little fans can do to influence the moments of decision. The truth is, they are relegated to being spectators. Recognizing fans desire to take action, we created the Lidl Fan Cup: “Play online. Shoot offline.”
The Lidl Fan Cup was an enormous European foosball tournament. It was aimed at all football fans and Lidl Facebook Fans alike. Our goal? To transport the emotions of shopping at Lidl by letting fans experience the scoring of a goal for their own country.
Results
Player engagement of over 10 minutes per visit, countless shares on Facebook and twitter, an increase of followers more than 500.000 Fans for Lidl. That is 300% more than the average number of new Fans during this period. And with broad coverage by several media channels in Europe, in just 6 weeks the campaign earned 100 Million impressions and 4 million Euros in coverage. The 50 with Lidl products branded arenas generated more than 100.000 hours of branding during the tournament. The winner? The Lidl Fans of the Czech Republic! This was celebrated with a special voucher action via Facebook.