CIEN - FOR THE MOST DEMANDING TASTE
| Title | CIEN - FOR THE MOST DEMANDING TASTE |
| Brand | LIDL |
| Product/Service | CIEN COSMETICS |
|
Entrant
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FOLK FINLAND Helsinki, FINLAND
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Idea Creation
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FOLK FINLAND Helsinki, FINLAND
|
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Media Placement
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VIRTA HELSINKI, FINLAND
|
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PR
|
MARSAANA Helsinki, FINLAND
|
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Production
|
OTTO PRODUCTION Helsinki, FINLAND
|
Credits
| Pia Dahlman |
FOLK Finland |
Copywriter |
| Kimi Issakainen |
FOLK Finland |
Art Director |
| Tommi Laiho |
FOLK Finland |
Creative Director |
| Johanna Murtomäki |
FOLK Finland |
Account Manager |
| Kikka Natunen, Jani Kivelä |
FOLK Finland |
Graphic Designer |
| Pekka Hara |
Otto Production |
Director |
| Ari Laitinen |
Otto Production |
Producer |
| Hena Blomberg |
F.S.C |
DoP |
| Iikka Hesse |
Otto Production |
Editor |
| Tytti Varila |
Marsaana |
Director |
| Sina Reunala |
Virta Helsinki |
Digital Strategist |
| Mari Ollila |
Virta Helsinki |
Account Manager |
| Päivi Saarinen |
Virta Helsinki |
Planner |
| Annika Hokkanen |
Virta Helsinki |
Campaign planner |
| Timo Luomanen |
Otto Production |
Colorist |
| Timo Anttila |
Otto Production |
Sound Designer |
The Campaign
The idea was to create a story about a woman who doesn´t settle for anything. And to support that story with more tactical approach. Using conventions from cosmetics world that people aren´t used seeing from Lidl.
Cien - for the most demanding taste.
Creative Execution
We had two different approaches to tackle the challenges of awareness and credibility. Our story-driven solution was to raise the awareness and emotions. So we introduced a woman who doesn´t settle for anything.
In addition to this approach we needed the credibility. Finnish supermodel Kirsi Pyrhönen is known for international high-end campaigns and to have her appear on behalf of an inexpensive brand like Cien proved to be a success.
We used TV and movie advertising to raise emotions and quality image of Cien. Print, outdoor and digital solutions were supporting the brand image and bringing in the credibility
The sales increased 362% compared to previous month. Without any offers or activations.
Spontaneous awareness of the campaign 85% within the target group.
Buying interest within 15-24 years old 44%
Over 2,8 million unique online contacts
Tens of thousands worth of free PR
Our goal was to reach a wide audience – Finnish women of all ages. So we needed different kind of tools to influence them all. We used TV and movie advertising for awareness and creating emotions in a slightly older target group. Outdoor and print were used for tactical and a little bit more conventional advertising. Innovative digital solutions were intended to get the attention of a younger audience.
Finnish women spend on average 170€ per year to cosmetics. Most of this is purchased from supermarkets, but still grocery store chains don´t have their own cosmetic brands. It is the big international players that rule the shelves. All communicating exactly the same way.
Lidl launched their own cosmetics line Cien in March 2016. But because Cien wasn´t a household name and the fact that Lidl is positioned itself to be the most inexpensive grocery store, posted a big challenges to increasing the sales.
Our goal was to build credibility and awareness to the cheapest makeup brand in the market. And get the strategically important targetgroup – women – to Lidl.