Cannes Lions

'Save Another Way...The Lidl Way'

COOLR, London / LIDL / 2024

1 of 0 items

Overview

Entries

Credits

OVERVIEW

Background

• Situation

In the highly saturated advertising market at Christmas, particularly within the competitive supermarket industry, the challenge lies in how brands can effectively cut through the noise and capture consumer attention, ultimately generating significant talk-ability and engagement during this crucial period.

• Brief

The brief entailed creating content that not only sparked conversation but also fostered a positive sentiment toward Lidl GB across various social and PR channels. The content needed to resonate with the audience by feeling relevant, charming, and nostalgic, tapping into shared experiences and emotions associated with the holiday season.

• Objectives

- Generate talk-ability and foster positive sentiment for Lidl GB across social and PR channels.

- Drive brand love and ensure message cut-through during the Christmas period.

- Increase visibility for Lidl’s value and quality offerings, including highlighting the benefits of the Lidl Plus loyalty app for additional value.

Idea

We tapped into the humour of British consumers through nostalgia and festive cheer. Recognising the power of familiarity, we selected a Christmas song ingrained in British culture: East 17’s ‘Stay Another Day’.

We re-wrote lyrics to highlight Lidl's festive offerings - the Lidl Plus app and Christmas products. We found real tweets from customers, and approached them for permission to use these to inspire our lyrics. This social proofed the content and celebrated customers.

We approached Tony Mortimer, ex-East 17 member, and writer of the original track to propose a collaboration to re-record it. Tony Mortimer's involvement brought star power and credibility to the new version.

The playful presentation underscored Lidl’s identity as a value supermarket, and so the song was transformed from ‘Stay Another Day to 'Save Another Way... The Lidl Way’.

Lastly, we integrated a charitable component, with Lidl GB donating £100k to their partner NSPCC's Childline service.

Strategy

We adopted a multi-channel strategic approach to effectively engage with consumers across various touch points during the festive season. Understanding the diverse preferences and behaviours of our target audience, we leveraged platforms across social media, traditional advertising channels, and PR, creating a cohesive and impactful brand presence.

This multi-channel approach allowed us to maximise our reach and resonance, ensuring that our message of value, nostalgia, and festive cheer reached consumers wherever they were. Whether through captivating social media content, or PR placements, our goal remained consistent: to connect with the everyday British consumer during this period of family time and holiday spirit. Our approach enabled us to build a seamless and immersive brand experience that drove engagement and affinity for Lidl during the Christmas season.

Execution

The idea was pitched to Tony’s management, a unique venture for Tony never before attempted since the band's inception twenty years ago. We arranged a recording at Abbey Road studios, also enlisting the original backup singer to assist with vocals.

Tease: built hype and anticipation ahead of launch with 2 x 10” teaser posts across TikTok and Meta.

Launch:

- TikTok’s premium TopView placement bundled with TopFeed and InFeed placements to drive media efficiencies

- We secured a spot in TikTok’s Chritsmas advent calendar

- The was song accessible on all streaming platforms with media takeovers on Spotify

- Meta drove to the full video on YouTube

- Used YouTube pre-roll ads to drive to full video

Timeline: 6-8 week timeline from sign off to live date

Placement: TikTok, Facebook, Instagram, YouTube, Lidl webpage

We secured earned media PR Week’s Best Campaign of December and Campaign ‘Ad of the day’.

Outcome

- 42.9M people reached across TikTok and Meta (25% above expectation) 