Lidl Plus
Lidl Plus is the first mobile app for loyal customers that Lidl launched in Bulgaria in October, 2020. The app includes many additional offers and advantageous offers, but also the ability to customize them according to the preferences of the individual user. Our main task in the communication campaign for launching the app was to inform the target groups about the benefits of the new app and to provoke their interest in downloading and testing it. We chose a simple and clear message: With Lidl Plus you are always at a plus, through which we communicated the different advantages of the new service – fast, easy, convenient and remunerative shopping. We started with an internal campaign that motivates employees to become convinced ambassadors of the app and actively recommend it to their loved ones and customers. External communication has tied Lidl Plus’s performance to Lidl’s overall image as a chain for modern people that gives its customers added value, knows their needs and helps them optimize and plan their expenses. In addition to traditional PR tools such as press releases, thematic media materials and interviews, we also used innovative techniques such as a targeted influencer campaign and an innovative event with an interactive presentation and the opportunity for journalists to test its functionalities on site in a store located next to the event site. Just a month after the official launch, the app has become the most downloaded app in Bulgaria.