| Title | LIDL: BLEND TEST |
| Brand | LIDL BELGIUM |
| Product/Service | SUPERMARKET |
| Category |
F04. Sound Design |
|
Entrant Company
|
BBDO BELGIUM Brussels, BELGIUM
|
|
Advertising Agency
|
BBDO BELGIUM Brussels, BELGIUM
|
Credits
| Arnaud Pitz |
Bbdo Belgium |
Creative Director |
| Sebastien De Valck |
Bbdo Belgium |
Creative Director |
| Frederic 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 Designer |
| 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 (tvc) |
Director |
| Thomas Houthave |
Sonicville |
Music Director |
| Vincent De Boeck |
Bbdo Belgium |
Music Director |
Brief Explanation
Lidl is an international hard discounter that originated in Germany. In Belgium, the retails positions itself as a “fresh discounter”: the place to go for the best fresh fruit and vegetables at a low price.
The Brief
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.
How the final design was conceived
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 in a sound studio to find out how we could reproduce all necessary sounds. We experimented with a wide variety of fruits and vegetables (e.g. different size for different tonalities) and utilities such as different blenders at different speeds, different kind of knives, jars and cutting boards.
We paid special attention to recreate a “fresh and juicy” sound to strengthen the fresh brand positioning of Lidl.
When we finalized and documented the research, we started to reproduce all songs.
Indication of how successful the outcome was in the market
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.
Lidl found a way to connect their “fresh discounter” positioning with the music territory. The songs gave Lidl the opportunity to interact with a hard to reach target group while being loyal to their overall brand strategy.