Laddering up to Lidl’s ‘Big on a Christmas you can believe in’ campaign, we created a narrative that would not only enhance brand fame, but also showcase Lidl’s wine in an immersive activation that drove quality perception and an increase in sales.
To do so, we transformed pop-up event spaces in three major UK cities; London, Manchester and Glasgow. Guests started in the ‘Discombobulation Chamber’ –a space which scrambled their senses, before moving through to the ‘Cellar Noir’ where the blind wine tasting journey commenced.
Hosted by Lidl’s Master of Wine, guests were served 4 sparkling wines and 4 red wines in total darkness by waiters wearing night vision goggles. The experience culminated in a surprise and delight moment, with each revealed to be listed Lidl wines available for under £10.
