LIDL – LIVE LIKE IT'S THE LAST DAY OF SUMMER
| Title | LIDL – LIVE LIKE IT'S THE LAST DAY OF SUMMER |
| Brand | LIDL FINLAND |
| Product/Service | LIDL |
| Category |
E09. Brand or Product Integration into Music Content |
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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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Production
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DIRECTORS GUILD Helsinki, FINLAND
|
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Production 2
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LA BOCA London, UNITED KINGDOM
|
Credits
| Tommi Laiho |
Folk Finland |
CEO, Creative Director |
| Tuomas Myllymäki |
Folk Finland |
Art Director |
| Pia Dahlman |
Folk Finland |
Account Director |
| Johanna Murtomäki |
Folk Finland |
Producer |
| Susanna Kasurinen |
Folk Finland |
Production Artists |
| Miika Hyvärinen |
Folk Finland |
Production Artists |
| Heimo-Pekka Laakso |
Folk Finland |
Copywriter Trainee |
| Ville Varesvuo |
Directors Guild |
Producer |
| Juha-Matti Nieminen |
Directors Guild |
Producer |
| Teemu Niukkanen |
Directors Guild |
Director |
| Matti Eerikäinen |
Directors Guild |
DOP |
| Mikko Löppönen |
Directors Guild |
Editor |
| Henri Pulla |
Pullapost |
Colorist |
| Timo Anttila |
Humina |
Sound Design |
| Juri Seppä |
The Seppä Brothers |
Music |
| James Post |
James Post |
Online |
| Seppo Niemelä |
Lidl Finland |
Marketing Manager |
| Christian Saukkola |
Lidl Finland |
Ad Manager |
| Timo Hansio |
Lidl Finland |
Commercial Director |
| Lauri Sipponen |
Lidl Finland |
CEO |
| Petri Soratie |
Virta Helsinki |
Account Lead |
| Martti Lahtela |
Virta Helsinki |
Digital Strategist |
| Karin Westin |
Virta Helsinki |
Digital Planner |
| Riku Juvonen |
Virta Helsinki |
Junior Digital Planner |
Why is this work relevant for Entertainment?
Lidl’s summer campaign theme song ‘Summer is crazy’ became an instant hit after its release. Teens made own versions of it on TikTok (formerly Musical.ly), the track was #1 on Spotify’s Viral List and the music video has been watched over 2M times on Youtube. And the artist ‘Lidl Stingy’ became a phenomenon and the hottest name of Summer 2018.
The song has brought Lidl to everyone’s lips. It has been loved and hated – everyone has an opinion. But most importantly, thanks to Lidl Stingy, Lidl’s summer sales were all time high in its 16-year history in Finland.
Background
Summer is the most important season for grocery chains in Finland. It determines, who is the winner end of the year and the competition is fierce. Lidl is the 3rd biggest player in the market. For Lidl, summer season is vital, and the summer campaign is the biggest campaign of the year in every way. But, unlike other chains, Lidl doesn’t base their summer campaigning on offers, but on branded content. The goal was to take over the whole summer and increase sales profitably – not by lowering prices.
Describe the creative idea
As a nation, we Finns are a bit bipolar: during winter, we tend to be gloomy, but in summer we try to enjoy every day to the fullest. In a way, summer is a metaphor for life – you have to live right there and then, because tomorrow it could be too late. That’s why Lidl encourages Finns to live like it’s the last day of summer. The concept came to life through a personal Finnish family, and particularly their son, Lidl Stingy.
In order to inspire Finns to live like it’s the last day of summer, we composed a song ‘Summer is Crazy’ that people could listen while doing all sorts of summery things – grilling, sun bathing, chilling, swimming etc. The song was performed by no-one else than Lidl Stingy.
Describe the strategy
Meat suppliers and other grocery chains in Finland are all starting to campaign under the same theme in every May: THE GRILLING SEASON IS HERE. Lidl doesn’t want to settle for this self-evidence, they want to take over the whole summer, not just grilling.
The concept, Live like it’s the last day of summer, provides Lidl an optimal platform to create content that inspires and engages consumers the whole summer. The song ‘Summer is Crazy’ and the music video are the perfect samples of entertaining content that Finnish people consume.
Describe the execution
The song ‘Summer is crazy’ were launched in mid-May as part of the whole multimedia summer campaign. The song was released in Spotify and the music video on Youtube – the launch was supported by outdoor and digital media channels in Finland.
Describe the outcome
The summer hit of 2018 ‘Summer is crazy’ drove the whole nation wild and no one could escape from the sizzling charisma of Lidl Stingy:
- The song was #1 on Spotify’s viral list for two weeks and kept being on the top of charts the whole summer.
- Over 600 000 streams on Spotify during the Summer 2018
- The music video has well over 2,1M views on Youtube – BTW the population of Finland is roughly 5M
- Over 20 000 ‘Summer is Crazy’ videos on TikTok (formerly known as Musical.ly)
- Lidl’s summer sales grew by 10 % = best summer ever