Winners & Shortlists

2014 Promo & Activation

LIDL KISS

TitleLIDL KISS
BrandLIDL ROMANIA
Product/ServiceRETAIL
Category A08. OTHER DIGITAL SOLUTIONS IN A PROMOTIONAL CAMPAIGN
Entrant Company MRM WORLDWIDE Bucharest, ROMANIA
Advertising Agency MRM WORLDWIDE Bucharest, ROMANIA
Credits
Name Company Position
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