Page 36 - TAM Review 2019

Best Ongoing Use of TV award

and Grand Prix.

The role that TV plays in a brands’ evolution:

from functional advertising to emotional brand building.

Agency: Mediaworks

Brand: Lidl

Upon launching in Ireland, perception of Lidl was low. They also

were in competition with 3 large main grocery retailers who had
had strong Irish sentiments links-something Lidl did not have.

The challenge to Mediaworks was simple, move Lidl from price lead
functionality to emotional brand building.

Mediaworks met this challenge with a constantly evolving
approach: from employing rigorous audience analysis and 9

programming selection, to spot length evolutions, TV sponsorships, 1

programming support and more recently, addressable TV,

Mediaworks and Lidl have taken advantage of everything TV has to
offer.

Moving from a model of fixed product and price ads to one built
around the brand and emotion has brought the brand closer to Review 20

consumers.

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