Ever since I latched on to the Firebrand (RIP) site, I have been interested in the concept of advertising as content, beyond merely being a reflection of contemporary society. Ads that have content have meaning and create conversations. They can become viral, for example, because they transmit values to which people adhere or humour that bring true cheer. Content-filled ads are rather rare, as marketers are reluctant to step away from the classic advertising ways; and, yet, in today’s environment, I believe that creating meaningful ads should be on the top of marketers’ priorities — at least for those up and comers wishing to make waves, make a difference and make a buck. Arguably, all brands with at least a little attitude or a semblance of community, should be looking to make their message meaningful.
The brand’s marketing [advertising] message is one thing; but, the in-store “live” feeling is another. There is a lot of work to be done for a brand to connect its advertising message with that in store feeling down the line. In today’s economically depressed and evermore time-compressed conditions — not to mention the paroxysm of information and misinformation that besiege the consumer — there is a need to rethink the shopping experience. And, whether it is the high street independent, the department store or the supermarket, the shopping experience is in need of a significant [r]evolution. Consumers are no longer willing to put up with the deluge of confusing messages, lost time and wasted packaging.
Here is a wonderful return-to-values and bring-me-emotion campaign by the German discount supermarket chain, LIDL (with stores in 17 countries, including major presences in UK, France & Holland…). I add a Wikipedia write-up here on LIDL. This web-based 1’31 ad (below) associates fundamental, daily emotions with basic (and cheap) accoutrements that you can find at LIDL. It is perhaps a more practical take on MasterCard’s Priceless campaign. Of course, I now need to see how this translates in the LIDL in-store situation.
For such a great creation, I was surprised to see that it only has 39K views (since its October 2008 posting). Perhaps, that is because it is only in German. In any event, I think you can get the gist from the euro figures…and the English lyrics to the accompanying song.
What are your thoughts? Please drop me a line!
UPDATED on 2nd June, 2009: Since there was a decision (I assume by Lidl) to shut down access to this ad above, I have re-added a different link to the YouTube ad from LIDL. In any event, if they do the same thing again, I add the link here:
UPDATED on 19th April, 2011: This last ad was also taken down. I guess LIDL don’t want their ads on line — or at least certainly not on YouTube?