FIRST CLASS FOR ALL by Leo Burnett Iberia Madrid for Lidl

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FIRST CLASS FOR ALL

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Industry Supermarkets
Media Promo & PR
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 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: LEO BURNETT IBERIA / LIDL
Product/Service: LIDL
Agency: LEO BURNETT IBERIA
Date of First Appearance: Sep 4 2010
Entrant Company: LEO BURNETT IBERIA, Lisbon, PORTUGAL
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 - - 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

Describe the objective of the promotion.
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.

Describe how the promotion developed from concept to implementation.
With the task to advertise to both groups: upper class and working class that low prices and quality can co-exist, 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 wen live the next day to reveal that the same experience was available every person in Portugal at every Lidl Store.

Explain why the method of promotion was most relevant to the product or service.
By carrying out the idea in this setting, an international commercial flight, we were able to cater to both groups: upper class and working class at the same time. It has become increasingly hard to reach different targets, since the consumption of media differs greatly. And by doing this, we helped generate genuine reactions, surprise our consumers and prove once and for all that cheap can be amazing. Something that is rather easy to say in a traditional spot, but here we were able to prove it in a tangible way.

Describe the success of the promotion with both client and consumer including some quantifiable 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.