19: THE ‘WISH WE’D THOUGHT OF THAT’ AWARD (THE ‘Wish we’d thought of that’ AWARD)
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MP4
2m:21s
Lidl Micromarket - Lidl Sweden
Retail
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| Title of Entry: | Lidl Micromarket |
|---|---|
| Brand: | Lidl Sweden |
| Product/Service: | Retail |
| Client: | Lidl Sweden |
| Entrant Company: | Volt Stockholm |
| Creative Agency: | Volt Stockholm |
| Chief Creative Officer: | Henrik Stampe |
| Account Executive: | Sandra Kaludjeric Bergman |
| Account Manager: | Jonna Liljendahl |
| Sector: | N/A |
| Art Director: | Christian Jörgensen |
| Copywriter: | Johan Sundberg |
| Date of Release: | 2019-09-01 |
| Judging URL: | https://www.youtube.com/watch?v=SHCDFwQNJ2o |
| Notes: | Background After 15 years, Lidl has become a highly successful player in Sweden. However, there are still those who question their promise of high quality to low price – as well as their own brands who are unheard of in Sweden. Opportunity As a result, the Swedish market is polarized. You are either a true fan or a die-hard sceptic not willing to even enter a store. By making these opposites meet, we found a way to convince more people to try out Lidl’s offer. Solution With Lidl Micromarket, we provided true Lidl fans with everything needed to open up their own miniature Lidl shops at home. Food, beverages, clothing, store signs and a Spotify-soundtrack with genuine sounds from a Lidl store. In turn, the chosen fans signed up to invite their sceptical friends to come and taste the world of Lidl in a memorable and fun way – and to share the event online. Result Lidl Micromarket became a highly effective campaign that turned existing customers into ambassadors and sceptics into new fans. The campaign also made the brand come alive off- and online in a way that aligned with the overall message in Sweden: “Making Sweden a Lidl better.” In numbers 3rd largest increase in Word of Mouth/Most Recommendable Brand, Sweden 2019 Voted “Retailer of the year Sweden 2019” by Swedish customers Total media reach (1 week) 17m Earned media value (1 week) 4,2 m SEK Number of estimated applications surpassed by 800% |
| Other Credits: | PR creative - Samuel Skwarski |
| Other Credits: | Client/ Strategist - Gabriella Goldman |
| Other Credits: | Client - Fredrik Marmbrandt |
