LIDL | Jung von Matt/SPORTS

LIDL Gaming

“The bandwagon effect is the term used to describe the tendency for people to adopt certain behaviors, styles, or attitudes simply because others are doing so.” - Wikipedia

When I was a child, I loved playing consoles against my friends. What started on Super Nintendo and Playstation 1 in my case, became a global and hyperconnected obsession for every age and gender. No doubt, that every brand wants to be part of the E-Sport hype, respectively movement. So does LIDL – but in a very honest and confident way.
 My team created a campaign that announces the collab between Lidl and the gamers of SK Gaming. We built the campaign on the insight that LIDL (staff) has no clue about gaming but is an expert in fresh food (to provide gamers with the energy they need). Bandwagon effect: yes, but in a smart and refreshingly honest way.