| Title | LIDL: BLEND TEST |
| Brand | LIDL |
| Product/Service | SUPERMARKET |
| Category |
A08. Use of Music/Sound Design |
|
Entrant Company
|
BBDO BELGIUM Brussels, BELGIUM
|
|
Advertising Agency
|
BBDO BELGIUM Brussels, BELGIUM
|
|
Production Company
|
CAVIAR Brussels, BELGIUM
|
Credits
| Arnaud Pitz |
Bbdo Belgium |
Creative Directors |
| Sebastien De Valck |
Bbdo Belgium |
Creative Director |
| Frédéric Zouag |
Bbdo Belgium |
Art Director |
| Nicolas Gaspart |
Bbdo Belgium |
Creative Copywriter |
| Virginie Delaleu |
Bbdo Belgium |
Graphic Designer |
| 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 |
| Patricia Van De Kerckhove |
BBDO Belgium |
TV Producer |
| Nicolas Van Poeck |
Bbdo Belgium |
Radio Producer |
| Vincent De Boeck |
Bbdo Belgium |
Online Designer |
| Jovi Verheyen |
Bbdo Belgium |
Online Producer |
| Jeroen De Pelsmaeker |
Bbdo Belgium |
Online development |
| Jonathan Pardon |
Bbdo Belgium |
Online Development |
| Thomas Houthave |
Sonicville |
Music Director |
| Vincent De Boeck |
Bbdo Belgium |
Music Director |
| Joris Rabijns |
Caviar |
Director |
Creative Execution
Ten of the most popular electro and dance 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 on our campaign website. Everyone who recognized the song had a chance to win one of the lasts duo tickets for the festival. Traffic to the promotional game platform was generated through display, social, SEA and TVC.
All 10 smoothies were available at the pop-up Lidl store at the festival. Every smoothie carried the name of the song.
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
• 7,6% share rate
• Average time on site 2:27 minutes
• 36,8% opt-in rate
• For the first time in more than 7 years, Lidl scores better on the “fresh” appearance aspect according to GfK study
• Significant YoY sales lift for the month for the fresh category (same period as previous Tomorrowland sponsorship period)
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.