Lidl - Lidlize (Case Study) | Campaign скачать в хорошем качестве

Lidl - Lidlize (Case Study) | Campaign

Lidl - Lidlize (Case Study) | Campaign Background: Lidl is technically a discount supermarket, but it has transformed its yellow, blue, and red palette into pop culture icons. Any Lidl-branded item — from sneakers to bucket hats, even drills — sells out within minutes of each drop, and often gets resold at ten times the original price. Fans eagerly share their “Lidl discoveries” online, proving the brand has become much more than low-cost groceries. Creative Idea: To fuel the craze, Lidl launched Lidlize, an AI tool that allowed fans to turn any object into a Lidl product with just a few words. Built with AI expert BRIA, the model was pre-trained to replicate Lidl’s identity with precision, ensuring every generated item looked desirable and stylish. The most-liked design would be produced for real, turning the experience into both entertainment and a competition. Insights & Strategy: Lidl’s merch drops already showed how much people love the brand. Instead of simply creating the next product, the brand reimagined the release process by letting the community decide. The real reward wasn’t just owning the next Lidl hit, but creating it and choosing it themselves. Execution: The campaign lived on a single webpage where anyone could type an idea and instantly “Lidlize” it, no design skills required. Influencers who loved the brand amplified the project, encouraging fans to join in and share their creations. The simplicity and fun of the tool made it go viral, with millions of Lidlized products flooding social media in just three days. Results: The campaign entertained more than a million people and strengthened Lidl’s status as a cultural icon. It generated over 2 million products, 85,000 registered objects, 300K likes in the gallery, and 60 million impressions. The winning design, a Lidl bike, will now be produced and sold in stores at Lidl’s famously low prices. Credits: Agency: Marcel / Paris Client / Brand: Lidl / Paris Art Director: Clément Lebon; Florian Portero; Mohamed El Ghazi Copywriter: Aurel Cablan Creative Director: Xavier Le Boullenger Graphic Designer: Matthieu Andrieu Motion Designer: Olivia Garaud; Sorya Lepage; Vincent Iwens Social Media Manager: Calliste Garrabos; Manon Derval Digital Creative Director: Eulalia Bartolomeu Account Director: Caroline Cristofoli; Lucie Latrobe Account Executive: Alexis Mouchot; Ilyas Hellel Additional Company: BRIA / Israel; Publicis Media Content / Paris; Starcom / Paris Associate Director: Alexandre Guillot CCO & CEO: Gaëtan du Peloux; Youri Guerassimov Chief Gen AI Solutions Officer: Shuli Ozeri Co-CEO: Pascal Nessim Community Manager: Maud Fanget Content Consultant: Odile Durvil Content Manager: Pauline Terroitin Developer: Adrien Stadelman; Eric Beaufol; Lotfi Harrabi Digital Lead: Jessica Souris Digital Manager: Mattias Boccardo Digital Project Manager: Jérémie Masseau Digital Trader: Caroline Lepape General Director: Fabien Bourrely General Manager: Blandine Mercier General Manager in charge of Strategy and Development: Leoda Esteve Group Account Manager: Clara Bizet Head of Social Media: Charlotte Giraud-Charreyron Head of Traffic: Laurène Ametowoglo Influence Manager: Ridvan Duygulu Marketing Manager: Julia Pruss; Martin Sepela Print Producer: Suzanne Pereira Dias Project Director: Narjes Haouach Project Manager: Edouard Danesse; Emma Durand Strategic Planner: Pauline Luzerne Technical Director: Christophe Serret; Edgar Lacouture Traffic Assistant: Victoire Pothier; Violette Bousquet Video Editor: Chanel Pinaud; Julien Hannedouche VP Creative: Yoav Herstein VP Customer Success: Ori Gubany VP Innovation & Global Gen AI Partnerships: Oded Lavie VP Marketing: Sharon Dayan