Every year on the 10th of December the Noble Prizes are awarded in The Grand City Hall of Stockholm. 1300 royal guests and the laureates are invited. However, the most famous thing about the evening is the carefully crafted menu, which is served according to a strict minute by minute schedule. Millions of people watch the live broadcast in admiration over the banquet dinner.

This year on the same night, in the same second, the doors to another banquet opened - LE BON (a palindrome of NOBEL). It mirrored every little detail of the Nobel banquet: a 1.1 replica of the Grand City Hall, 5200 plates, 50 chefs, 260 waiters etc. The only difference was that the 1300 guests were the people. Finally anyone could experience the Nobel menu - which was 100 % made of ingredients from LIDL, the discount store.

The guests who had booked a table at our banquet became the spokespersons and our real life proof for the high quality products. And the rest of the Swedish people were all ears:

Swedes usually follows every detail of the Nobel Prize award banquet. This year they were inclined to follow Lidl's dinner as well. We had teasers, print ads, banners, TVC's - all leading up to the night. And like Nobel our banquet was live broadcasted in the parallel TV-channel. We mirrored the happenings and served our food in the exact same second. The guests tweets and instagrams were full of pictures of the great food and the people who saw them thought at first sight that they were at the Nobel banquet.

On the busiest week before Christmas people chose to go to a dinner event hosted by a low price store. 1300 tickets were booked in less than 4 hours.

Overall sales increase (compared to same period last year)

+ 6,71%

Observation

70%, highest ever

Ad liking

61%, highest ever

The overall impression

63,6 % rated the event 10 of 10

Quality dimension

83 % have a more positive view of Lidls product after the event

Purchase intention

76,8 % are more likely to shop at Lidl after the event

Frequency

67,8% will shop more often at Lidl after the event

Brand likeability

83,1% have a more positive view of the Lidl brand after the event