| Title | LIDL: BLEND TEST |
| Brand | LIDL |
| Product/Service | SUPERMARKET |
| Category |
A08. Use of Competitions & Promotional Games |
|
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 |
| 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 |
| Inge Wertelaers |
Bbdo Belgium |
Account Manager |
| Siham Zerkak |
Bbdo Belgium |
Account Executive |
| Siham Zerkak |
Bbdo Belgium |
Account Executive |
| Virginie Delaleu |
Bbdo Belgium |
Graphic Design |
| Virginie Delaleu |
Bbdo Belgium |
Graphic Design |
| Jan Van Brakel |
Bbdo Belgium |
Strategic Planner |
| Jan Van Brakel |
Bbdo Belgium |
Strategic Planner |
| Patricia Van De Kerckhove |
Bbdo Belgium |
TV Producer |
| Patricia Van De Kerckhove |
Bbdo Belgium |
TV Producer |
| Nicolas Van Poeck |
Bbdo Belgium |
Radio Producer |
| Nicolas Van Poeck |
Bbdo Belgium |
Radio Producer |
| Vincent De Boeck |
Bbdo Belgium |
Online Design |
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.
Campaign Success
We came up with an original way to connect with our target group while keeping loyal to our “fresh product” strategy. 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.
All 10 smoothies were available at the pop-up Lidl store at the festival. Every smoothie carried the name of the song.
Traffic to the promotional game platform was generated through display, social, SEA and TVC.
Describe the success of the promotion with both client and consumer including some quantifiable results
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)
Explain why the method of promotion was most relevant to the product or service
The campaign activated the brand positioning of Lidl towards youngsters. The competition let young electronic music lovers engage with the brand while strengthening the fresh strategy of Lidl. Through a competition linked with the Tomorrowland music festival we found a natural link between target group, brand positioning and sponsorship.
All smoothies created in the music videos where for sale in the pop-up Lidl store at the festival. Everyone who tried to outsmart our competition by using Shazam during music video got a message that directed him or her to the nearest Lidl store where they could enjoy our fresh offering.
A promotional canvas called “Freshtival Thursday” stimulated fresh sales during the music festival season.