Riding on this completely new popular craze in the distribution sector – with the possible exception of the blue Ikea bag – Lidl France had the idea of giving its fans the possibility of infinitely or almost infinitely varying these products in the brand’s blue-yellow-red colors.
Lidl achieved a turnover of 125 billion euros in 2023
Imagine the Lidl product of their dreams
This is the principle of Lidlize. Developed by the Marcel agency (Publicis Groupe), this tool is designed to allow fans to imagine the Lidl product of their dreams thanks to artificial intelligence which opens up all possibilities: any Internet user can connect to the Lidlize.com site and simply suggest ideas for Lidl labeled objects.
The AI automatically generates dedicated visuals, leaving it to the user to select the one they wish to publish in an already well-stocked gallery and, in the process, propose it to public votes via social networks.
Because Lidlizeit’s also a competition: the most popular item will be produced in a limited edition and the top 3 creators will win a year of free shopping at Lidl.
This fun operation, which cleverly leverages UGC (user-generated content in marketing jargon) and the enthusiasm generated by AI, is also an original way of strengthening the links between the brand and its customers. It is supported by communications in stores and online, via advertisements and a video under the slogan You already like what doesn’t yet exist at Lidl.
Advertiser : Lidl France
Agency : Marcel
Media : Internet, social networks
