LidL - TROLLEYCAM
THE PROBLEM
Lidl is the number one shop in Ireland for ‘top-up’ shoppers. However Lidl wanted to convert these shoppers into doing their full shop with them. Or to put it another way, how could they move shoppers from baskets to trollies? The problem was that Irish shoppers are fundamentally risk averse. They didn’t want to chance doing their full shop in case they couldn’t get everything they wanted. So how could we take the risk out of doing a full shop at Lidl?
The Idea
We felt the simplest way to take the risk out of doing a full shop in Lidl was to just show real people shopping. Inspired by a strand of reality TV like First Dates and Gogglebox, which show ordinary people doing normal things, we felt that the act of shopping could be equally as compelling. What Gogglebox does for pop culture. We wanted to do for shop culture. Every trolley tells a hundred stories. And Lidl is host to all of them. Trolleycam was born.
The Campaign
Trolleycam is a campaign designed to put a lens on Irish shopping culture and habits whilst simultaneously showcasing the fantastic range and unbeatable value Lidl offer their customers. We partnered with award-winning Irish documentary filmmaker, Ken Wardrop to film customers as they did their weekly full shop. We filmed in four stores all around the country, capturing the funny moments that happen as families bicker and banter as they shop through the aisles of Lidl.
AWARDS
ICADS 2018, TV Campaign, Gold
Kinsale Sharks 2017, TV Campaign , Bronze.
On social we pushed out bite sized pieces of content not featured in our TV ads. These featured different themes and moments featuring specific products such as coffee and chocolate. Or tying in to bigger cultural events such as Father’s Day or Star Wars.
#MayThe4thBeWithYou and with the O'Connor family! #LidlTrolleyCam pic.twitter.com/bAYcaW10oZ
— Lidl Ireland (@lidl_ireland) May 4, 2017
For OOH and Press, we featured our ‘Trolleycam’ stars shopping but also followed them home to see what they had got in their shop. These ‘Shopping Swag’ executions showcased the value of a full shop at Lidl in a really impactful way and formed the basis for a social competition where consumers had to post their own shopping swag.
We used online to allow consumers to get know our ‘Trolleycammers’ better and take a peek at what they were putting in their trollies. We featured interviews, their shopping lists and shared their favourite family recipes.
The campaign also ran across display, VOD and radio.
Finally for ‘Back to School’ we released Trolleycam content with a twist, kids shopping with their parents for their school lunches. Trolleycam Junior gave control of the trolley over to the kids for once. Because no matter who you are, or how you shop, with more range and more value, there’s now more for you at Lidl.
