Christmas is a crucial period for supermarkets, resulting in a huge fight for salience and hitting top of mind. Lidl wanted to stand out from the crowd with a culturally relevant, nostalgia-filled, humour-led social campaign to drive brand fame.
To achieve this, Lidl partnered with ex-East 17 legend Tony Mortimer to reimagine the Christmas hit “Stay Another Day” and its iconic video with a Lidl Plus spin. Wearing his famous white puffer jacket, Tony sings an ode to Lidl’s Christmas range and the great value of the Lidl Plus app: ‘Save Another Way...The Lidl Way.”
Objectives:
Create talkability and positive sentiment for Lidl GB across social and PR channels with content that felt relevant, charming and nostalgic.
Drive brand love and cut-through during the Christmas period.
Bring additional visibility to Lidl’s value and quality, as well as the Lidl Plus loyalty app for even more customer benefits.
Tease: Implement a tease phase to build hype and drive conversation in the lead-up to the launch.
Launch: Identify opportunity for cut-through and relevance at Christmas time, considering the broader campaign plan and creatives.
A thumb-stopping creative concept to drive talkability. We created bespoke social content for our platforms, thus placing the brand front-and-centre without feeling like an ad.
Channels and placements that optimise for reach: TikTok TopView, YouTube pre-roll ads, Meta.
Extend: Utilising streaming platforms such as Spotify and their role at driving brand awareness and campaign visibility within the music space. This allows us to appeal to wider audiences by positioning ourselves in seasonal Spotify playlists and a homepage takeover.
PR exposure with Tony Mortimer – an intensive day of radio interviews to further drive reach and awareness of the campaign.
Not only did the shorter form video exceed reach results on TikTok and Meta, but the content was engaging enough to drive 977k clicks to watch the full video too! Social sentiment has been overwhelmingly positive, with fans loving the references to the original music video and Tony’s sense of humour in playing along with the parody. And it’s not just consumers who love it – the campaign was awarded Campaign’s Ad of the Day!
It leveraged humour: Humour, as we know has declined drastically in advertising, and is even less prevalent in digital advertising. It’s a bit silly, but humorous in a laugh out loud way.
🗣 "That was the funniest thing I've seen in ages. What a great Christmas ad.”
It draws on cultural references: The opening of the ad references the original East 17’s original ‘Stay Another Day’ music video. Using the power of this cultural cue, it was super emotive and drove high-engagement.
Native to platform: the style of the ad feels like a native piece of TikTok content. This makes it feel less like an ad and helps it to seamlessly slot into TikTok users’ feeds.
Paid Media (for internal use only): *see below in confidential information.
Earned Media:
- TikTok Viral Top 10 song
- Campaign Magazine's Ad of the Day
- PR Week's Best Campaign In December
Ad scored 3.3 stars on System1’s Test Your Ad digital platform, exceeding digital norms for emotional engagement.
