CASE STUDY
Szkoły pełne talentów
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Client
Lidl Poland
Competences
Details
For this innovative campaign, we chose children’s talents as a value that we urged all Poles to support, the school as a platform for communication and a place where talents are shaped, and the unrivalled idol Robert Lewandowski as brand ambassador.
Results
26 million Talents were given out in exchange for shopping at Lidl and later redeemed for 25,000 prizes by 10,600 schools! The campaign achieved its goals related to sales increase (average basket value, increase in the number of customers) and target group (families with children) engagement, while at the same time helping to boost the image-related parameters central to the Lidl brand – home (local brand), simplicity (helpful brand) and meaningfulness (meaningful brand).
Challenge
The “back to school” period is an especially competitive time when chain stores fiercely compete for attention while customers prepare school starter kits for their children. Collectibles campaigns have become a market standard. In this context, how do you effectively attract the attention of Polish families in a way that is new for the category and how do you increase sales while at the same time building a positive image of Lidl as an engaged brand?
Solution
To achieve the image and sales-related goals, we enabled consumers to support schools in a simple way – when shopping at Lidl, they received a voucher (a Talent), which they could donate to the school of their choice to be redeemed for prizes! The campaign was combined with lotteries for schools and special offers on selected products. In our 360 communication, we drew upon the story of the most recognised iconic Polish athlete, Robert Lewandowski, who tends to be idolized by many children. In addition, Rober Lewandowski himself appeared in the campaign’s ongoing communication alongside his wife, Ania.
When we introduced the campaign intended to engage the masses, we wanted to use a powerful and motivating insight – nurtured from an early age, young talents are a chance for future success! To present this narrative, we used the story of Rober Lewandowski – an icon and real-life success story, who discovered his passion for sports back in primary school, when he was still known by his childhood nickname “Bobek”.
The campaign’s core communication featuring Robert was preceded by a teaser action. The involvement of a well-known brand ambassador helped the campaign to successfully attract the attention of the Polish public. Ongoing communication was supplemented by an additional TV commercial in the form of a music video featuring children, as well as Ania and Robert Lewandowski. The lyrics underscored the idea behind the campaign, as well as included a call to action and detailed the terms of the campaign.
Before the campaign was launched, all Polish schools were contacted and provided with promotional materials. The final stage was a summary campaign to showcase the outcomes of the entire venture.