Bucharest, August 17, 2023
Lidl Romania customers are once again the protagonists of the Lidl universe, in the new campaign “Lidl Plus – More benefits in your pocket“, dedicated to the retailer’s mobile app and signed by MullenLowe Romania. The concept showcases, through a series of spots, the various benefits the app offers to consumers when shopping in Lidl stores.
Each of the campaign’s four online video spots presents an everyday situation, which becomes extraordinary, thanks to the Lidl Plus app. In this universe, we see how the pockets of characters in ordinary situations literally fill up with benefits such as the Scratch Card and the Plus Coupon, the possibility to enter contests, discounts on Lidl product ranges and even perks at other partners, including concert organizers, bookstores, banks, pharmacies and medical clinics.
It’s so natural to receive extra benefits and discounts through the Lidl Plus app at any time that the illustrated situations become comical for the viewers, while for the characters in the story, these are already part of everyday life, and have become something natural in their daily lives. In other words, the Lidl Plus mobile app completes the shopping experience filled with surprises offered by the retailer.
Another unique element is that the development of the spots was not based on CGI technology, but rather exclusively on practical special effects.
“I am happy to have had the opportunity to work with Lidl Romania on a campaign that helps consumers in the inflationary context. The campaign <<With Lidl Plus, you have even more benefits in your pocket>> shows us in a surprising way all the benefits you can get directly in the retailer’s app. The four online spots showcase moments from consumers’ everyday lives, and the app is integrated in a funny way into each scene. The shooting was fun because we used real special effects, without CGI, which was more challenging and interesting to do, but in the end we think it was worth it,” said Silviu Antohe, Executive Creative Director @ MullenLowe Romania.
The video spots dedicated to the Lidl Plus – More benefits in your pocket campaign can be viewed on the Lidl Romania YouTube channel.
All those interested can download the Lidl Plus app for free from the Google Play and App Store, follow the simple installation steps and enjoy extra benefits every time they shop in any Lidl store. For pockets always full of benefits!
The MullenLowe Romania team involved in the campaign:
Silviu Antohe – Executive Creative Director, Dan Drăgan – Senior Art Director, Florian Langa – Senior Copywriter, Adrian Radu – AV Director, Andra Panaitescu – Client Service Director, Anca Duță – Account Director, Silviu Clinciu – Account Manager, Cristi Lupu – Senior Account Executive.
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About MullenLowe Romania
For 30 years in Romania, MullenLowe is an integrated marketing and communication agency that aims to maintain its entrepreneurial creativity mindset and dynamic spirit. The agency positions itself as a challenger to the traditional creative process and adopts a working model based on integration, as well as a holistic perspective on communication.
The creative product signed by MullenLowe Romania is conceived rather as business solution than just customer communication, through creative thinking, media innovation and a customer journey that differentiates its clients on their highly competitive markets.
Owned by the American Group IPG (Interpublic Group), MullenLowe is one of the largest communication networks globally, with over 90 agencies in America, EMEA and APAC, one of the Interpublic Group of Companies. In Romania, the agency is part of the Lowe Group, one of the most important communication groups on the market.
For more information, please visit romania.mullenlowe.com, MullenLowe Romania Facebook page or MullenLowe Romania LinkedIn page.
About Lidl
Lidl, part of the Schwarz Group, headquartered in Neckarsulm, is one of the leading companies in the food retail market in Germany and Europe. Lidl currently operates more than 12.200 stores and more than 220 logistics centers and warehouses in 31 countries.
Lidl is a smart discounter that offers customers products with the best value for money ratio. Behind the services and operations in stores and logistics centers are simplicity and orientation towards efficiency. The design and structure of standardized processes are provided by Lidl Stiftung, headquartered in Neckarsulm.
Currently, Lidl has approximately 376.000 employees, of which over 10.500 in Romania, where the German retailer has opened over 300 stores and 6 logistics centers. Dynamism in everyday activities, sustainable results and fairness in professional cooperation build the working environment for Lidl as an employer, all over the globe.