| Title | LIDL FAN CUP |
| Brand | LIDL STIFTUNG & CO. |
| Product/Service | LIDL |
| Category |
H01. BRANDED TECH (ONLINE) |
|
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 |
| 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.