Attracting the best for Lidl

Checkout Challenge – A winning graduate campaign

A challenger brand to the retail market, Lidl is on a journey of growth and rapid development. Lidl wanted a graduate recruitment campaign that would help them attract the best and brightest graduates, stand out as a great employer option, and rise through the ranks of the Times Top 100 graduate employer schemes.

Doing our homework

As always, our first step was talking to the right people: the graduates. We carried out in-depth interviews to find out exactly what makes them tick and would attract their attention. Having also carried out an audit of Lidl’s recruitment channels, we used all this insight to create a fresh Tone of Voice Guide and re-write Lidl’s key job roles.

Bring your best, we'll do the rest

Graduates don’t leave University knowing they want to be a supply chain operator or a logistics manager, but they do know the skills they have that make themselves great. We took this insight and developed an exciting creative concept and narrative for Lidl’s graduate campaign. The tagline? ‘Bring your best, we’ll do the rest’, a line that really resonated with the students.

Standing out

A big part of the campaign was a graduate recruitment stand to be used at High Fliers, a key set of graduate events that drives the Times Top 100 Graduate Employer list. Competition for the graduates’ time at these events is tough, so we developed an exciting, attention-grabbing virtual reality game: ‘Checkout challenge’.

Donning a VR headset, players would collect various items in a supermarket-style environment, earning points by hitting the correct items, and avoiding the red herrings (literally). The game’s arcade style meant it was big on fun, created a buzz and really made a lasting impression on the grads. It was a real win!

A quick overview

  • Carrying out a full recruitment channels audit
  • Developing a new recruitment channel strategy
  • New Tone of Voice guidelines
  • Redesigned and rewritten key job roles
  • Complete creative, concept and narrative for the campaign
  • Development of stand, brochure, posters and chocolate bar wrappers
  • The production of a brand new fully branded 60-second VR game that really got graduates talking.

Outcome

15,562

applications received

38%

increase in applications from

59

offers made from 58 available places

96/100

the winning score on Checkout Challenge

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