Campaign: Lidl’s Electric KingdomBrand: LidlClient: LIDL RomâniaSubmitted by: Mullen Lowe RomâniaContributing Agencies: Golin, Initiative
Background/objectives:Lidl needed to frame its brand promise – You deserve to be surprised – in a relevant way for young shoppers. Electric Castle offered the perfect opportunity to achieve this goal.
Strategy:Romanian festivals are still defining their identities and core audiences. Lidl had to provide an upgrade in terms of Electric Castle experience, while helping it consolidate its identity. Electric Kingdom was born.
Results:The Lidl Electric Kingdom became an integral part of the Electric Castle experience, through high on-site engagement and intense online buzz.