Blend test
LIDL
Issue 37 | December 2015
Agency
BBDO Belgium
Creative Team
Creatives Frederic Zouag Nicolas Gaspart Creative Directors Arnaud Pitz Sebastien De Valck
Production Team
Graphic Design Virginie Delaleu TV Producer & Art Buyer Patricia Van De Kerckhove Radio Producer Nicolas Van Poeck Online Design Vincent De Boeck Online Producer Jovi Verheyen Online Development Jeroen De Pelsmaeker (BBDO), Jonathan Pardon (BBDO), Brecht Waeghe (eSign) Film Production Company Caviar Sound Sonicville
Other Credits
Account Team Isabel Peeters, Elke De Witte, Christelle Borms, Inge Wertelaers, Siham Zerkak Strategic Planner Jan Van Brakel Clients Matthias Kympers, Lien Van Hoorebeke, Deborah Beckers
Date
July 2015
Background
Lidl was an official sponsor of the electronic music festival Tomorrowland. In 2015, they wanted to give away the free tickets that were part of the sponsorship deal. At the same time, they wanted to amplify their sponsorship in an impactful way with young people and strengthen the brand positioning of Lidl as a 'fresh' (imaginative) discounter.
Idea
The idea was to create an original way to connect with the target group while keeping loyal to the '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 could connect with. All the songs were turned into appealing music videos showing the fresh products of Lidl. For two weeks, a fresh new video clip was released every day. Anyone who recognized the song had a chance to win one of the lasts duo tickets for the festival. All 10 smoothies featured in the videos 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.
Results
In 2 weeks (10 weekdays with new video): 124,646 visits to the site, 81.972 unique visitors (6% of all youngsters in Belgium), 35.808 answers, 620 Shazam attempts per day, 180 000 potential contacts at pop-up store, 7,6% share rate and the average time spent on site was 2:27 minutes.
Our Thoughts
What a nightmare brief. Make supermarket fruit and vegetables relevant to a target audience that doesn’t know the difference between a kumquat and a quince and doesn’t care. Of course, music! Okay, now bring music and fresh produce together in a meaningful way. Yes, make fruit make music. And there you have it, how to have a simple and ridiculously pleasing idea that millennials will love. The clue to its success is in the word ‘ridiculously’. It’s an idea that’s gently nutty and that is SO appealing.
Hey, dude, wanna play my nectarine?
My favourite bit of this is when people played the soundtrack to Shazam, Lidl were one step ahead of them with a message. ‘Think you could outsmart us, eh? Think again.’