Lidl has historically used cinema to good effect by promoting specific product ranges and seasonal activity – proving how it can help drive both short-term ROI for the business as well as longer-term brand awareness. Lidl had two primary aims for this campaign - increase penetration amongst young families and increase the percentage of Lidl customers spending over £40.
Plan
DCM proposed partnering with Cineworld, which has the most cinemas in proximity to Lidl stores, across five highly-anticipated family films – Mary Poppins Returns, Dumbo, Toy Story 4, The Lion King and Frozen II. With an aim to drive action and short-term sales, the partnership with Cineworld incentivised Lidl customers to increase their basket size. Those who spend over £40 in-store were able to upload a photo of their receipt to enter a competition to win Cineworld tickets for the whole family.
Lidl, in partnership with DCM Studios, created bespoke ‘Lidl Movie Moment’ idents that would run after Lidl’s brand ad to further drive engagement with the brand and the online competition.
Results
The ‘Movie Moments’ partnership helped Lidl engage young families and drive action leading to increased commercial success.
+5x
more competition entries than the campaign target, with over 11,000 entries
+2.6%
increase in customers spending >£40, exceeding the initial campaign target of 1%
