As part of its ongoing partnership with The FA, The Scottish FA and The Football Association of Wales in 2016 Lidl launched interactive 'Lidl Football Zones' across the UK.
Working with Lidl, we designed a fanzone concept that centred on engaging with their target audience of mums and children and hit Lidl's following key objectives: Strengthen awareness between Lidl and The FA, SFA and FAW partnerships. Educate mums about Lidl's involvement in grass roots football, providing
opportunity to showcase fresh, British produce and promote healthy eating through sampling. Engage people with Lidl as a brand through stand out activation and sampling. Generate positive brand associations and change brand perceptions by creating fun, memorable experiences brought to you by Lidl.
We produced and delivered the Lidl Football Zones at 11 events from April to August 2016, amounting to 20 activations days in total. Each Lidl Football Zone featured a selection of skills-based challenges run by expert coaches who talk the children through the activities and offer advice on how to imrpove. The four separate activations centred on different football skills in a fun environment, offering plenty of opportunity for repeat engagement. These includeed a Trolley Chip, Speedcage, Reaction and Dribble Challenge. Alongside this, families and visitors sampled Lidl's fresh fruit and vegetables whilst they enjoyed the experience. Lidl also offered the chance to win a host of amazing prizes, including match day tickets, signed national team football shirts and free coaching sessions.
We received extremely positive feedback with customers showing an increased awareness of Lidl's partnerships with The FA, SFA and FAW, whilst commenting on how engaging and positive the activation was. Additionally, FA Coaches highlighted that this was the best pop-up event they had been involved in whilst working for FA skills and that it has enhanced Lidl's brand and reputation massively. Voucher redemption rates from the activations ran at 15% which is far higher than the industry average of 2-3% and the average newsletter sign up rate is at 148 per day , surpassing the original target of 120 per day. Overall the project has been a huge success so far, delivering a positive return on investment and truly bringing the partnership to life.