LIDL’s Summer Song

Sector: FMCG

Media: Radio, online and social media

Time period: April 2020

Each year, consumers in Finland eagerly anticipate LIDL’s next summer campaign, famous amongst Fins for being funny, entertaining and unexpected. In 2020, however, something nobody could expect created a huge challenge – the Covid19 pandemic shut down shooting for the highly-anticipated music video for a song that had already been produced. A solution needed to be found.

A campaign was conceived in which radio listeners were called upon to record videos of themselves, showing off their best dance moves. The clips were sent in and used to create the music video for the summer TV campaign. A total of 14 radio hosts from 3 different radio channels actively recruited dancers by not only talking about the campaign on air but also posting their own dance videos on various social media channels, challenging listeners to do the same.

The campaign aimed to increase brand engagement by activating consumers by involving them in the creation of a TV commercial whilst also upholding the tradition of delighting consumers with an innovative and unexpected summer campaign.

Creative minds and campaign executors

The idea for the campaign originated from the advertising agency and was then converted into a media concept. The activation idea was finalised by creative strategists in Nelonen Media (Sanoma).

Pricing and package

The campaign was a special package and included everything from sponsorship to media time and production.

Sanoma were able to convert the problems caused by the pandemic into an excellent example of a creative radio sponsorship, even under much pressure and within a very tight deadline. This campaign was selected as “the Best Creative Radio Promotion 2020” in the Finnish Radio Awards.