"Sometimes it's Yellow-Whitish"
Lidl Switzerland, Havas and Swiss Radioworld keep radio listeners guessing
In the current radio campaign "Dasda", children explain terms related to shopping on the radio. Lidl Switzerland implemented the radio game in collaboration with Havas and radio mediator Swiss Radioworld.
Zurich, May 18, 2021 - Lidl Switzerland's "Dasda" radio campaign was launched at the beginning of May. This is a moderated on-air guessing game, in which children paraphrase guessing terms related to the Lidl shopping world every Friday morning on the radio, without naming them directly. Short introductions address topics such as freshness, regionality and sustainability. Listeners who guess the terms can win Lidl shopping vouchers.
The concept of the promotional campaign is based on a popular TV entertainment show of the late 1980s and was reinterpreted in cooperation between Swiss Radioworld, Havas and the radio stations. Thus, the commissioning agency Havas clearly focuses on the emotionalization potential of radio. Oliver Nater, Senior Account Director at Havas Media, confirms: "For Havas, it was clear that media dramatization must take place on the radio. Emotions can be conveyed well here and the activating effect is great."
Likewise, Matthias Kost, Managing Director, Radio Zürisee AG, emphasizes: "With this game, the strengths of the medium of radio are fully brought to bear, the qualitative message of the customer is transported emotionally. And it is especially good at this time to hear lively children's voices on our station, who not only explain the terms, but do so with a lot of joy. Simply adorable!"
The campaign will be played out on various private radio stations in German-speaking Switzerland via radio broker Swiss Radioworld. Ralf Brachat, Managing Director of Swiss Radioworld, explains, "Radio has long been an established channel for sponsorships and promotions. Especially the proximity to the listeners and its presence in everyday life make radio an advertising medium for a unique positioning of the advertising message."
The "Dasda" radio campaign will run until the end of July 2021.
Lidl Switzerland: Nicolas Cadonau, Junior Manager Marketing
Havas: Oliver Nater, Senior Account Director
Swiss Radioworld: Hans Lackner, Director Operations
Radio Zürisee: Mike Fäh, Production