| Title | LIDL: BLEND TEST |
| Brand | LIDL BELGIUM |
| Product/Service | SUPERMARKET |
| Category |
A06. Original Use of Music |
|
Entrant Company
|
BBDO BELGIUM Brussels, BELGIUM
|
|
Contributing Company
|
BBDO BELGIUM Brussels, BELGIUM
|
|
Production Company
|
CAVIAR Brussels, BELGIUM
|
Credits
| Arnaud Pitz |
Bbdo Belgium |
Creative Director |
| Sebastien De Valck |
Bbdo Belgium |
Creative Director |
| Frédéric Zouag |
Bbdo Belgium |
Art Director |
| Nicolas Gaspart |
Bbdo Belgium |
Creative Copywriter |
| Isabel Peeters |
BBDO Belgium |
Chief Commercial Officer |
| Elke De Witte |
Bbdo Belgium |
Account Director |
| Christelle Borms |
Bbdo Belgium |
Account Manager |
| Inge Wertelaers |
Bbdo Belgium |
Account Manager |
| Siham Zerkak |
Bbdo Belgium |
Account Executive |
| Jan Van Brakel |
Bbdo Belgium |
Strategic Planner |
| Virginie Delaleu |
Bbdo Belgium |
Graphic Design |
| Patricia Van De Kerckhove |
Bbdo Belgium |
TV Producer |
| Nicolas Van Poeck |
Bbdo Belgium |
Radio Producer |
| Vincent De Boeck |
Bbdo Belgium |
Online Design |
| Jovi Verheyen |
Bbdo Belgium |
Online Producer |
| Jeroen De Pelsmaeker |
Bbdo Belgium |
Online Development |
| Jonathan Pardon |
Bbdo Belgium |
Online Development |
| Joris Rabijns |
Caviar |
Director |
| Thomas Houthave |
Sonicville |
Music Director |
| Vincent De Boeck |
Bbdo Belgium |
Music Director |
The Campaign
Lidl is an official sponsor of the electronic music festival Tomorrowland. For 2015, Lidl wanted to give a way the free tickets that were part of the sponsorship deal, while amplifying the sponsorship in an impactful way towards young people, and at the same time strengthen the brand positioning of Lidl as a fresh discounter.
We came up with an original way to connect with our target group while keeping loyal to our brand strategy. We spend hours and hours to cut up fresh fruit and vegetables and turn them into tasty smoothies. The sound of fresh fruit and vegetables was used to recreate 10 of the most popular dance and electro songs that the Tomorrowland-generation can connect with.
All songs were turned into appealing music videos showing the fresh products of Lidl. For two weeks long, we released a new fresh video clip every day. Everyone who recognized the song had a chance to win one of the lasts duo tickets for the festival; a package of fresh Lidl products included.
But we didn’t stop there. All 10 smoothies were available at the pop-up Lidl store at the festival. Every smoothie carried the name of the song that we recreated with the fruit inside the smoothie so everyone could try the fresh taste of their favorite song.
We knew that tickets were very desired and people would try everything to win. But you can’t outsmart us: if you tried to Shazam one of our songs you a “nice try” message and directed them to the nearest Lidl store to try our fresh products.
In 2 weeks (10 weekdays with new video):
• 124.646 visits
• 81.972 unique visitors (6% of all youngsters in Belgium)
• 35.808 answers
• Up to 620 Shazam attempts per day
• 180 000 potential contacts at pop-up store
As a sponsor of the electronic music festival Tomorrowland, Lidl created a campaign that fits with their local strategy focusing on fresh products. The core content of the sponsored event, in this case electronic music, were the basics of an integrated branded content campaign. Ten of the most popular dance and electro songs that fit the Tomorrowland DNA were used to strengthen the brand positioning of Lidl as a fresh discounter. The songs were recreated with sounds of, among others, cutting up fruits and blending fresh smoothies. We created appealing and tasty video’s of the songs and targeted this branded content to our target group through different channels, in order to strengthen the brand positioning among young people, let our target group interact with the brand and to drive sales.