As part of its ongoing partnership with The FA, The Scottish FA and The Football Association of Wales, Lidl built on the success of last year’s Football Zones.
Lidl Football Zones 2017
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 of the partnerships between Lidl and The FA, SFA and FAW, educate mums about Lidl’s involvement in grass roots football, engage people with Lidl as a brand and provide opportunities to showcase fresh, British produce and promote healthy eating through sampling and generate positive brand associations and change brand perceptions by creating fun, memorable experiences brought by Lidl.
We produced and delivered the Lidl Football Zones at 16 events from March to August 2017, amounting to 29 activations days in total. Each Lidl Football Zone featured a selection of skills-based challenges run by expert coaches to talk the children through the activities and offer advice on how to improve.
The four separate activations centred on different football skills in a fun environment, offering plenty of opportunity for repeat engagement. These included a Trolley Chip Challenge, Speedcage Challenge, Beat the Keeper Challenge and the Lidl Skills Arena. 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.
Voucher redemption rates from the activations ran at 15% which is far higher than the industry average of 2-3% and consistent with the excellent results in 2016. The average newsletter sign up rate was 201 per day, up from 148 per day in 2016. Overall the project has been a huge success so far, delivering a positive return on investment and truly bringing the partnership to life.