| Title | TV HIJACK LEBON |
| Brand | LIDL |
| Product/Service | DISCOUNT FOOD STORE |
| Category |
D01. Use of Brand or Product Integration into a Programme or Platform |
|
Entrant
|
INGO Stockholm, SWEDEN
|
|
Idea Creation
|
INGO Stockholm, SWEDEN
|
|
Media Placement
|
INGO Stockholm, SWEDEN
|
|
Additional Company
|
SCREAM MEDIABYRA Stockholm, SWEDEN
|
Credits
| Björn Ståhl |
INGO Stockholm |
Executive Creative Director |
| Josefine Richards |
INGO Stockholm |
Creative Director |
| Rikard Holst |
INGO Stockholm |
Art Director |
| Marie Klinte |
INGO Stockholm |
Account Director |
| Joachim Ewert |
INGO Stockholm |
Account Manager |
| Markus Ahlm |
Colony |
Producer |
| Andreas Mandahus |
INGO Stockholm |
Graphic Designer |
| Fredrik Lundberg |
INGO Stockholm |
Digital Art Director |
| Anna Högkil |
Colony |
Event manager |
| Titti Qvarnström |
Bloom in the park |
Head Chef |
| Markus Svanberg |
Standart |
Director |
| Matilde Sköld |
Standart |
Director |
The Campaign
Every year on the 10th of December the Noble Prizes are awarded in The Grand City Hall of Stockholm. 1300 royal guests and the laureates are invited. However, the most famous thing about the evening is the carefully crafted menu, which is served according to a strict minute by minute schedule.
Millions of people watch the live broadcast in admiration over the banquet dinner.
This year on the same night, in the same second, the doors to another banquet opened - LE BON (a palindrome of NOBEL). It mirrored every little detail of the Nobel banquet, even the live TV broadcast in the neighbor commercial TV4.
Creative Execution
Like Nobel our banquet was live broadcasted in the parallel TV-channel. We mirrored the happenings at the exact same second - bringing in the entres, the main course, the dessert
This was live broadcast from The Le Bon banquet in commercial breaks, mirroring what happened in the stately controlled channel SVT.
Overall sales increase (compared to same period last year) + 6,71%.. Observation 70%, highest ever. Ad liking 61%, highest ever. Brand likeability
83,1% have a more positive view of the Lidl brand after the event.
A traditional ad wouldn't convince the very sceptic Swedes about the quality of Lidl's discount food, so we chose a media channel where no one could ignore their high quality. An arena where the products would be measured against the highest of standards.
A hi-jack of the Nobel banquet - The Le Bon (a palindrome of NOBEL) banquet.
But it didn't stop there, the live TV broadcast of The Nobel banquet was also Hijacked. In the commercial channel TV4 the Nobel broadcast was mirrored, at the exact same time.
Insights, Strategy and the Idea
People in Sweden are very skeptical to low prize food, Swedes generally think that low prize equals bad quality. And Lidl have had a difficult time establishing in Sweden. Traditional advertising didn't work. So Lidl have to do extraordinary communication in order to convince the Swedes - They have to prove the quality of their food in a way it cannot be misunderstood or missed. The real life proof. Le Bon is an example of this new platform and strategy. Lidl became profitable, and have been profitable since this thinking been in use.