Winners & Shortlists

LIDL FAN CUP

TitleLIDL FAN CUP
BrandLIDL STIFTUNG & CO.
Product/ServiceLIDL
Category G01. BRANDED GAMES
Entrant Company McCANN WORLDGROUP GERMANY Frankfurt, GERMANY
Advertising Agency McCANN WORLDGROUP GERMANY Frankfurt, GERMANY
Advertising Agency 2 MRM // McCANN WORLDWIDE Frankfurt, GERMANY
Credits
Name Company Position
Ruber Iglesias Mccann WORLDGROUP Ceo
Elke Klinkhammer Mccann WORLDGROUP Cco
Frank Ladner MRM/Mccann Cto
Martin Biela MRM/Mccann Executive Creative Director
Andreas Brueckner MRM/Mccann Managing Director
Mark Hollering MRM/Mccann Creative Technology Director
Dom Heinrich MRM/Mccann Creative Director Innovation Advertising
Philipp Schlosser MRM/Mccann Sen. Creative Concept
Andreas Gruener MRM/Mccann Sen It Project Manager
Markus Goerg MRM/Mccann Sen It Architect
Maurice Racz MRM/Mccann Strategy Director
Jacqueline Grochalski MRM/Mccann Visual Designer
Anna Chetchetka MRM/Mccann Art Director
Christian Endecott MRM/Mccann Copywriter
Anna/Katharina Ley MRM/Mccann Account Manager
Stephan Rappl MRM/Mccann Management Supervisor
Kati Kempe MRM/Mccann Content Coordination
Sven Kraeuter MRM/Mccann Maker

Creative Execution

In a 6-week tournament, fans from 23 countries engaged online, shooting offline on real foosball tables. To bring our idea to life, we did something never done before. We engineered 50 electromechanical, web-connected foosball tables. In order to control the game, we developed a Facebook web-application. No installation and no plugins were necessary, letting fans play against each other for their own countries from any location and any device.

Player engagement of over 10 minutes per visit, countless shares on Facebook and twitter, an increase of followers of 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: Lidl Fans of the Czech Republic! This was celebrated with a special voucher action via Facebook.

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. 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.” Our goal? To transport the emotions of shopping at Lidl by letting fans experience the scoring of a goal for their own country.