The Loyalty Card Hijack

Campaign idea

Lidl Finland turned 1 euro spent on advertising into 99 euros income with a campaign called 'The loyalty card hijack'. Lidl doesn't have a customer loyalty program or a loyalty card so they crushed the role book by giving out 10 % discounts with their biggest competitors' loyalty cards. And every other card ever printed anywhere in the world as well. This is how David challenged Goliath in the brutal grocery store war of Finland.

Brand name: Lidl Finland
Advertiser / client: Lidl Finland
Product / service: Retail
Campaign name: The Loyalty Card Hijack
Agency network: INDEPENDENT AGENCY
Agency: Folk Finland, Helsinki
Production company: Miracle Sound Oy
Creative director: Tommi Laiho
Art director: Tuomas Myllymäki
Copywriter: Axa Fahler
Account director (agency): Pia Dahlman
Agency producer: Johanna Murtomäki
Additional company: Producer/director/casting: Timo Laru, Miracle Sound Christian Saukkola: Creative manager, Lidl, Laura Siltanen: Head of marketing, Lidl, Lauri Sipponen: CEO, Lidl, Timo Hansio: Commercial director, Lidl, Seppo Niemelä: Head of marketing, Lidl