LIDL Campaign

So LIDL threw our team a challenge to come up with a campaign that would promote their DIY & Tools Category, but also worked for promoting all the other categories like this one (rotating every tuesday and thursday on a specific isle of the stores). We had less than a month to do this.

Objectives:

1. raise awareness

2. capture new clients

3. generate in-store traffic

I started out by gathering my team and trying to assess our group's capabilities to start assigning tasks.

I was responsible for the User Research and presentation part of the project and assigned Market research to the marketeers on our team.

I started by drawing up a research plan and started drafting some questions for an online form and questions for interviews since our time window was limited.

After we produced some results and findings, we got to our insight and ultimately to our concept:

Insight

"When I go to LIDL I always buy more than I expect."

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Concept

LIDL is more than I can imagine

We started messing around with the idea of a simple nail not being just a nail, but using the product "nail" to sell the idea of a finished project such as putting up paintings or photos on the wall.

To promote user engagement by sharing projects either with images or videos, we decided to create a website that was a HUB for project sharing. We knew from research that some youtube influencers engaged by showing how they did certain projects with LIDL's tools and users responded with their own projects.

The way we would accomplish our objectives was to sell the customer the idea of the finished project instead of the tool they were buying.

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You're not just buying a nail, you're buying the painting on the wall.

You can see the presentation we did for LIDL's brand manager and all the graphics made.