Lidl launch first connected campaign

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Lidl, the supermarket chain, has launched connected its outdoor and radio ads to boost its Christmas campaign.

Following the launch of its Christmas TV ad, the company has now begun targeting shoppers across radio and outdoor.

In an arrangement created by Starcom and OMD UK, in partnership with Global, Lidl has synced its radio and outdoor in order to ensure that shoppers see and hear Lidl messaging in quick succession while they are out.

The deal marks the first synchronisation of this scale for Global, and leverages the company's acquisitions of Exterion, Primesight, and Outdoor Plus.

Commenting on the campaign, Mark Howley, CEO of Starcom UK, said: “We’re so proud to be working with Lidl and our media partners on a connected campaign of this scale to provide consumers with a seamless connected experience. It’s an activation we’re confident will deliver stronger results for Lidl around this extremely saturated time of year for retailers.”