| Title | LIDL KISS |
| Brand | LIDL ROMANIA |
| Product/Service | RETAIL |
| Category |
A08. OTHER DIGITAL SOLUTIONS IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
|
MRM WORLDWIDE Bucharest, ROMANIA
|
|
Advertising Agency
|
MRM WORLDWIDE Bucharest, ROMANIA
|
Credits
| Nir Refuah |
MRM Worldwide Romania |
General Manager And Chief Innovation Officer |
| Ionela Buta |
MRM Worldwide Romania |
Client Service Director |
| Vlad Macarie |
MRM Worldwide Romania |
Art Director |
| Sandra Bold |
MRM Worldwide Romania |
Copywriter |
| Matei Goncea |
MRM Worldwide Romania |
Senior Account Manager |
The Brief
Every year on Valentine's Day, LIDL launches a special product range for lovers. Since it's a brand with a strong digital presence and a large number of consumers who use internet on a daily basis (over 1.400.000 Facebook fans), we needed to create an activation that would promote the product range and help us communicate with the young target audience more easily. Since technology is one of the most present component in young people's life, the challenge was to create an online activation that would be relevant for the target digital behavior and would drive brand likability among them.
Describe how the promotion developed from concept to implementation
Lidl’s Valentines Kiss is the app with the first ever kissing recognition technology that detects face proximity, heads position, lips movement and duration.
The users access the app, activate the video cam and start kissing. The algorithm of the app analyzes in real time the 2 faces and then sends them a validation message. If the kiss was detected, users are entered automatically in a draw to win special prizes offered by Lidl on Valentine’s Day.
The idea was implemented simultaneously in 24 countries in Europe with concurrent promotions.
Users could access the promotion via website/Facebook/mobile app. .
Describe the success of the promotion with both client and consumer including some quantifiable results
The promotion lasted only 2 weeks and had significant results with 1.085.955 visits in total (website app, Facebook app, iPhone and android app) and 28.894 app downloads.
The app was very well received both by the target audience as well as the international press with mentions in digitalbuzz, trend hunter and the guardian.
Explain why the method of promotion was most relevant to the product or service
We created a link from online to offline using the first ever kissing recognition technology that was developed for multiple platforms (website/facebook/iphone/android). People could actually win Lidl Valentine products or discounts in all Lidl Store during Valentine day by using the app. This way we drove people in store and rose awareness for their range of products during the 2 week valentine promotion