Lidl Promo, Case study FIRST CLASS FOR ALL by Leo Burnett Iberia Madrid

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FIRST CLASS FOR ALL

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Industry Supermarkets
Media Promo & PR, Case study
Market Portugal
Agency Leo Burnett Iberia Madrid
Director André Cardoso
Executive Creative Director Erick Rosa, Renato Lopes, Fernando Duarte
Art Director Thiago Cruz E Pedro Hefs, Luciana Cani
Producer Cristina Almeida
Released September 2012

Credits & Description

Category: Retail and E-commerce, including Restaurants
Advertiser: LIDL & Cª
Product/Service: SUPERMARKET
Creative Director Iberia: Chacho Puebla (Leo Burnett Iberia)
Executive Creative Director: Erick Rosa, Renato Lopes (Leo Burnett Iberia)
Art Director: Luciana Cani, Pedro Hefs (Leo Burnett Iberia)
CopyWriter: Erick Rosa (Leo Burnett Iberia)
Account Director: Paula Lopes, Inês Almeida (Leo Burnett Iberia)
Account Executive: Fernanda Manso, Frederico Bento (Leo Burnett Iberia)
PR: Marta Guimarães (Leo Burnett Iberia)
Producer: Cristina Almeida (Leo Burnett Iberia)
Tv Producer/Editor: Hugo Lage (Leo Burnett Iberia)
Producer Company: (Miss Dolores)
Executive Producer: Carlos Amaral (Miss Dolores)
Director: André Cardoso (Miss Dolores)
Photography Director: Rui Poças (Miss Dolores)
Chief of Production: Diogo Sereno (Miss Dolores)
Post Production: (Light Films)
Sound Production: (Dizplay)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: TV - SIC, TVI - 04/09/2010
Media placement: Internet - Website, Online Film - 04/09/2010
Media placement: Press - Newspaper, Magazines - 04/09/2010
Media placement: POS - Poster, In-Store Display - 04/09/2010
Media placement: Direct Marketing - Flyers, Mail - 04/09/2010

Summary of the Campaign
We needed to promote Lidl's discounted prices and quality. And show that low prices and high quality can co-exist. And by doing so, prove that a superb meal is within reach of every person. With this idea we wanted to show the upper class consumers that it was possible to prepare an excellent meal with low cost ingredients. And to the working class that low cost ingredients don't necessarily mean a low quality meal. In other words, LIDL has a First Class experience for All.

The Situation
Lidl is known as discount supermarket that reaches middle and lower classes. Its tagline is: LIDL. Where quality is affordable. But at the same time, Lidl has reached out not only to the working class, but also to the upper class that often has the wrong perception that because of the discounted prices, the quality cannot be great. And the working class believes in the quality but would have a hard time imagining your typical gourmet exclusive meal prepared with the heavily discounted prices.

The Goal
We needed to promote Lidl's discounted prices and quality. In a time of crisis and recession, the message needed to be clear: At Lidl everyone has access to a first class meal.

We wanted to show that low prices and high quality can co-exist. And by doing so, prove that a superb meal is within reach of every person. With this idea we wanted to show the upper class consumers that it was possible to prepare an excellent meal with low cost ingredients. And to the working class that low cost ingredients don't necessarily mean a low quality meal.

The Strategy
With the task to advertise to both groups: upper class and working class, we found an international commercial flight to be just the perfect setting.

A renowned Chef was challenged to create and prepare a First Class gourmet meal to be served on the airplane. But one prepared exclusively with low cost ingredients purchased at Lidl.

Hidden cameras were placed along the plane to record the passengers reactions. And a campaign went live the next day to reveal that the same experience was available every person in Portugal at every Lidl Store.

Execution
First, Olivier, the Chef, visited a LIDL supermarket and handpicked the best ingredients to prepare some of his exclusive recipes created for the first class meal to be served at the flight.

Then he, along with the catering crew that serves the Lisbon International Airport, cooked and prepared the hundreds of meals to be served.

Hidden cameras were later placed inside the airplane to record the passenger's reaction and after the flight, the whole country had access to the first class meal in every Lidl store across Portugal.

Documented Results
The reactions of the passengers, were the best we could expect. With most reacting instantly as the meals were served with excitement as we revealed that it was all prepared with discount ingredients. But most important, after the flight, consumers could walk to a Lidl and experience the same meals. With recipes and discounted prices to deliver the message that First Class is indeed affordable to all. Hidden cameras recorded the passenger's reactions and after the flight, a TV campaign revealed these reactions. This resulted in extensive coverage in the media and increased attendance in each and every store.

Besides extensive media coverage which can be seen in the website, http://firstclassresults.tumblr.com, LIDL was able to present itself to the general public as also a destination for gourmet and high quality products. In terms of media exposure, The First Class for all was covered in special Features such as the IMAGENS DE MARCA show. One that is nationally syndicated and presents marketing strategies and new ways brands are advertised in Portugal and abroad. It was also featured in LUX magazinhe online. LUX is the equivalent of People Magazine. It was important for it displayed, shared and explained how to prepare every recipe served on the plane to and upper class audience. It was also extensively covered on marketing sites such as MEIOS E PUBLICIDADE, BOAS NOTICIAS, E-IDEIAS, YPSOLON2, NFM, just to name a few. Most, very relevant in the Portuguese market. And to sum it up, during the campaign, through LIDL’s own website, people were invited to watch a short documentary about the campaign, which has been watched by thousands and can be seen at http://www.youtube.com/watch?v=QsU1Vv1Eu_8