| Title | CAUGHT IN A LIE |
| Brand | LIDL |
| Product/Service | DISCOUNT SUPERMARKET CHAIN |
| Category |
C04. Travel, Leisure & Retail (incl. e-commerce & Restaurants) |
|
Entrant Company
|
INGO Stockholm, SWEDEN
|
|
Advertising Agency
|
INGO Stockholm, SWEDEN
|
|
Media Agency
|
SCREAM MEDIABYRA Stockholm, SWEDEN
|
|
Production Company
|
STANDART Stockholm, SWEDEN
|
Credits
| Josefine Richards |
INGO |
Copywriter |
| Rikard Holst |
INGO |
Art Director |
| Marie Klinte |
INGO |
Account Manager |
| Joachim Ewert |
INGO |
Account Director |
| Markus Alm |
Colony |
Agency Producer |
| Andreas Mandahus |
INGO |
Final Art |
| Björn Ståhl |
INGO |
ECD |
Brief Explanation
We found a post on Lidl's FaceBook page from a man in Malmö, named Berra Dahlgren. He is one of many Lidl disbelievers in Sweden and wrote: "Lidl is German shit". So we invited him for a "meaty"dinner, and if he didn't like it we would pay him €10.000. Naturally he thought it was an easy earn. We flew Berra to Stockholm and had a chef prepare a 6 course dinner, only using food from Lidl. During the dinner Berra had all the money in front of him. But what we "forgot" to mention was that we flew in a Lie Detector from the USA. And an expert that work for the FBI. So when Berra finished his meal, to his surprise, the Lie Detector and the expert appeared in the room. And after more than one hour of control questions he got the € 10.000 question: Did you like the meat?
Results and Effectiveness
Berra Dahlgren's answer on the final question was "NO", as if he DIDN'T like the meat. But according to the Lie Detector he did't speak the truth. With an accuracy of 99,3% he was lying. He had failed the test, and he didn't get the money. The case was then aired on national TV. In only 48 hours it had more than 500.000 organic views on digital platforms. Compared to the same period previous year, Lidl had a sales increase of meat the following month of 14,59%.
Creative Execution
By targeting one man's preconceptions we reached almost the whole nation. Conventional advertising didn't work. Lidl had to prove their quality in a way that people couldn't misunderstand. They had to bring their food out to the people and put it to test. By finding one of their loudest critic's and converting him, or to be exact prove him a to be a liar they made a point that even a loud negative voice can be driven by preconceptions. Without any hard selling we simply let Berra's lie speak for it self giving the message that even a loud critic can be changed.
Insights, Strategy and the Idea
There are many misconceptions about the German Discount food store Lidl in Sweden. Cheap can not be great quality. People think that Lidl buy up large quantities of second hand food abroad and bring it to their stores in Sweden. It was the same preconception about the meat at Lidl - people were convinced it was low quality. In Sweden people like to trust their meat to be of high quality.