| Title | LIDL FAN CUP |
| Brand | LIDL STIFTUNG & CO. |
| Product/Service | LIDL |
| Category |
A09. USE OF SOCIAL IN A PROMOTIONAL 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 |
| Maurice Racz |
MRM/Mccann |
Strategy Director |
| Markus Goerg |
MRM/Mccann |
Sen It Architect |
| Philipp Schlosser |
MRM/Mccann |
Sen. Creative Concept |
| Mark Hollering |
MRM/Mccann |
Creative Technology Director |
| Andreas Gruener |
MRM/Mccann |
Sen It Project Manager |
| Stephan Rappl |
MRM/Mccann |
Management Supervisor |
| Anna Chetchetka |
MRM/Mccann |
Art Director |
| Jacqueline Grochalski |
MRM/Mccann |
Visual Designer |
| Christian Endecott |
MRM/Mccann |
Copywriter |
| Anna/Katharina Ley |
MRM/Mccann |
Account Manager |
| Kati Kempe |
MRM/Mccann |
Content Coordination |
| Sven Kraeuter |
MRM/Mccann |
Maker |
The Brief
LIDL, the leading grocery retailer in Europe wanted to transfer their key message - exciting and successful shopping - from local stores into the digital world. And, as an official FIFA partner in 2014 they set out to place it in the context of football. 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 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.
Describe how the promotion developed from concept to implementation
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
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. Some countries additionally displayed Facebook-user targeted Intros with special brand cooperations. Finally, every user saw advertising for 84 seconds per game, but this was only seen subliminally and not perceived as actual advertisement, because to soccer fans are used to arena brand names as well as branded banners.