2014. Time for another World Cup. A few weeks before the kick-off, Lidl decided to work with Panama to raise the profile of its "Football Weeks". The biggest sales promotion in the company's history.
The tactic: Each branch would become a fan arena, designed to specifically appeal to football enthusiasts. The objective: Lidl would provide football fans all over Europe with everything they needed for the World Cup.
1st HALF: FIFA-LICENSED FAN ITEMS ENTER THE FIELD
IDEA AND IMPLEMENTATION
Football is simple and comes to life through emotions. And this was the inspiration behind our advance campaigns for both the non-food and food segments. The messages were quick and straight to the point:
Fans all over Europe can celebrate the football wold cup best at Lidl
With officially licensed FIFA fan items for children and adults. And with delicious products from the special "Mission Brazil" range. Visual features set the mood and created a real stadium atmosphere across all channels.
2nd HALF: THE SPECIAL "MISSION BRAZIL RANGE STEPS UP ITS GAME
AN IMPORTANT PART OF THE SET-UP: A COMPREHENSIVE ONLINE CAMPAIGN, WITH BANNERS, SOCIAL MEDIA AND THE "BIGGEST FAN" ONLINE COMPETITION, WHICH ATTRACTED ENTRIES FROM FOOTBALL FANS ALL OVER EUROPE
GERMANY WON THE WORLD CUP - AND THE "FOOTBALL WEEKS" PROVIDED AN EQUALLY CONVINCING PERFORMANCE IN 24 COUNTRIES ACROSS EUROPE. CUSTOMERS OF ALL AGES RUSHED TO THE STORES AND CELEBRATED THE WORLD CUP IN FOOTBALL OUTFITS AND WITH "MISSION BRAZIL" PRODUCTS FROM LIDL.