Advertising Assessment Brief: Advertise Lidl in a way that will get customers to shop there as opposed to Waitrose etc.

When creating the Lidl advertising campaign, we decided the best route to go down would be not to mention Lidl, odd we know. After researching into the company and its customer base, we found people already have a pre-conceived idea about Lidl and what the company has to offer. We found these pre-conceived ideas to be that Lidl is cheap, tacky and unrefined. We thought that by mentioning the name, people would instantly turn off, they would not pay any attention as they have already judged it. Our campaign was not to outright advertise the company and its good points, as people already know that they are good value for money. Instead we decided to create a campaign that would build up hype and intrigue about the store in a subconscious way. We created a string of poster adverts, a radio takeover, a postcard mail out and an ambient campaign. We tried to link all our mediums into one another, the poster and the mail outs would lead you to the radio takeover and that would in turn lead you to the ambient campaign. From there people would be finding out about Lidl by becoming interested in the campaign and wanting to follow it.

Posters

Direct Mail

Ambient