CROSSWORD CODES

Creative idea

To reach an older population with the Lidl Plus app, we created the Crossword Codes - QR codes that double as crossword puzzles. We placed these ads in crossword magazines - the most widely bought and subscribed to magazines by the 55+ age group. The questions were food-related and incorporated Lidl’s private brands - so we entertained, educated, and lead the target audience to the app store.

Brand name: Lidl
Advertiser / client: Lidl Latvija
Product / service: Grocery store
Campaign name: CROSSWORD CODES
Agency network: MCCANN WORLDGROUP
Agency: McCann Rīga
Executive creative director: Valters Jonāts
Creative director: Sintija Popena
Art director: Linda Justa
Designer: Evija Banga, Ilze Vucēna
Account director (agency): Linda Sietiņa, Dita Bistere
Managing director: Madara Gore-Bērziņa
Strategic planner / strategist: Armands Evertovskis