THE SET UP: We recruited ‘girlfriends’ to set up their ‘boyfriends’. These boyfriends were left waiting on the street while the ladies went into a nearby store. Our model, who was wearing the Lidl lingerie under her coat, approached the men, looking for some advice on a Valentines gift. When they agree to help, she undid her coat to reveal a lace bodysuit from the range, causing immediate awkwardness.

THE PAY OFF: We uploaded the video to YouTube and Facebook, seeding it through selected digital publishers. A domino effect was created with other domestic and international publishers reposting the video.

BUSINESS

Valentine’s sales up 7% YoY

The bodysuit had the highest sell-through rate of any underwear item ever sold by Lidl Ireland

The video was distributed to Lidl’s 25 markets as a best in class promotion of non-food products

VIEWS

1,166,222 views (33% of Irish Adults) – 361% above target

The most viewed Irish brand video in 2014/2015 to date

INTERACTION

Over 42,500 + social shares, likes and further engagements

ADDED VALUE

International radio, TV and online coverage including Ireland, France, Britain, Netherlands, Australia and Belgium

Generated €174,282 in PR and media value

Over 5,780,000 earned media impressions