Lidl: Le Bon [video]

Credits & Description:

Title: LeBon
Client: Lidl
Client: Caroline Forsshell
Product/Service: Discount Food
Agency: INGO, Sweden
Art Director: Rikard Holst
Creative Director: Josefine Richards
Creative Technologist Markus Ahlm
Designer Andreas Mandahus
Digital Art Director Fredrik Lundberg
Director Matilda Sköld Mackan Svanberg
Executive Creative Director: Björn Ståhl
Producer Milan Arkic Fritjof Granström Nicole Zakrisson
Production Manager Anna Högkil Dea Saracevic
Account Handler Joachim Ewert Hans Hellgren Marie Klinte
Digital Strategist Eric Sjöbäck
Marketing Manager (Client) Caroline Forrshell
PR Manager Linus Adolfsson Martinus Rönnerman
Project Manager Hanna Berglund
This year on the same night, the doors to another banquet opened - LE BON (a palindrome of NOBEL). It mirrored every little detail of the Nobel banquet: a 1.1 replica of the Grand City Hall, 5200 plates, 50 chefs, 260 waiters etc. The only difference was that the 1300 guests were the people. Finally anyone could experience the Nobel menu - which was 100% made of ingredients from LIDL. Every year on the 10th of December the Noble Prizes are awarded in The Grand City Hall of Stockholm. 1300 royal guests are invited. The most famous thing about the evening is the carefully crafted menu.
Execution:
The guests who had booked a table at our banquet became the spokespersons and our real life proof for the high quality products. And the rest of the Swedish people were all ears:Swedes usually follows every detail of the Nobel Prize award banquet. This year they were inclined to follow Lidl's dinner as well. We had teasers, print ads, banners, TVC's - all leading up to the night. And like Nobel our banquet was live broadcasted in the parallel TV-channel. We mirrored the happenings and served our food in the exact same second. The guests tweets and instagrams were full of pictures of the great food and the people who saw them thought at first sight that they were at the Nobel banquet.
Campaign Description:
Every year on the 10th of December the Noble Prizes are awarded in The Grand City Hall of Stockholm. 1300 royal guests and the laureates are invited. However, the most famous thing about the evening is the carefully crafted menu, which is served according to a strict minute by minute schedule. Millions of people watch the live broadcast of the Nobel dinner. And in a neighbor TV channel, at the same time, The Le Bon dinner was aired live during commercial breaks.This year on the same night, in the same second, the doors to another banquet opened - LE BON (a palindrome of NOBEL). It mirrored every little detail of the Nobel banquet: a 1.1 replica of the Grand City Hall, 1300 guests, 5200 plates, 50 chefs, 260 waiters etc. Finally anyone could experience the Nobel menu - which was 100 % made of ingredients from LIDL, the discount store.
Synopsis:
Lidl is a German chain of discount food stores. They have had a difficult time to become credible on the Swedish market. Swedish people don't believe that low price food can have high quality.The brief was to prove the quality of Lidl's products and get more people curious to try them.We needed to create the ultimate proof that no one could disregard. We needed to challenge the food on an arena were only the very finest ingredients are excepted. And where the people would be the ones to judge it.
Strategy:
People in Sweden are very skeptical to low prize food, Swedes generally think that low prize equals bad quality. And Lidl have had a difficult time establishing in Sweden. Traditional advertising didn't work. So Lidl have to do extraordinary communication in order to convince the Swedes - They have to prove the quality of their food in a way it cannot be misunderstood or missed. The real life proof. Le Bon is an example of this new platform and strategy. Lidl became profitable, and have been profitable since this thinking been in use.
Outcome:
On the busiest week before Christmas people chose to go to a dinner event hosted by a low price store. 1300 tickets were booked in less than 4 hours.Overall sales increase (compared to same period last year)+ 6,71%Observation 70%, highest everAd liking 61%, highest everThe overall impression 63,6 % rated the event 10 of 10Quality dimension 83 % have a more positive view of Lidls product after the eventPurchase intention76,8 % are more likely to shop at Lidl after the eventFrequency67,8% will shop more often at Lidl after the event Brand likeability 83,1% have a more positive view of the Lidl brand after the event