Together we make Sweden a Lidl better
Lidl Sverige KB
Issue 53 | December 2019
Agency
Volt
Creative Team
Art Director: Christian Jörgensen Copywriter: Johan Sundberg Final Art: Daniel Eriksson, Helena Lindkvist, Åsa Stjärnquist
Production Team
Executive Producer: Fabian Mannheimer Production Company: Traktor
Other Credits
Account Director: Sandra Kaludjercic Bergman Account Manager: Jonna Liljendahl Planner: Erica Knutsson Thelin Strategist: Henrik Stampe PR Creative: Samuel Skwarski Client Head of Marketing and Communications: Bella Goldman
Date
September 2019
Background
Lidl is still the new kid on the block in Sweden, where a few local store chains still rule. It is therefore crucial for Lidl to convert new customers. However, many Swedes, brought up on high prices for food and well-known Swedish brands, are still having a hard time to believe Lidl’s offer of quality food with low prices. Lidl wished for a new and effective way to prove their offer.
Idea
In Sweden, no supermarket evokes stronger emotions than Lidl. You're either a full-blown fan, a Lidler, or a hard to convince sceptic.
So why not make opposites meet and help the former convince the latter? This was the idea behind Lidl Micromarket, a box filled with everything from loads of fresh food and branded clothes to store signs and sounds (a Spotify album featuring tracks like Shopping Carts In Motion) in order to “turn your home into a mini-version of your favourite store”.
The box was available at no cost for Lidlers who want to spread the word by inviting sceptic friends to their homes, then sharing videos from the event online – making this a large-scale campaign driven by those who know and appreciate Lidl for real.
Their own customers.
Results
The number of applicants for the Micromarket Dinner Box is in the four-digits range.
Our Thoughts
The brilliant idea within this is the Micromarket box itself, and making that available to thousands of brand ambassadors so they can do Lidl’s advertising for them in social media with videos and tweets and the rest of it.
It turns out that the actor who plays Roger in the TV commercials, Fredrik Lexfors, is a fully signed-up Lidl fan.