Lidl Switzerland, Havas and Swiss Radioworld keep radio listeners guessing

Lidl Switzerland launched its "Dasda" radio campaign at the beginning of May. This is a moderated on-air guessing game in which children describe guessing terms relating to the Lidl shopping world on the radio every Friday morning without naming them directly. Topics such as freshness, regionality and sustainability are discussed in short introductions. Listeners who guess the terms can win Lidl shopping vouchers.

The concept of the promotional campaign is based on a popular TV entertainment program from the late 1980s and was reinterpreted in collaboration between Swiss Radioworld, Havas and the radio stations. The agency that commissioned the campaign, Havas, is clearly focusing on the emotionalization potential of radio. "For Havas, it was clear that media dramatization had to take place on the radio. Emotions can be conveyed well here and the activating effect is great," says Oliver Nater, Senior Account Director at Havas Media.

Matthias Kost, Managing Director of Radio Zürisee, also emphasizes: "With this game, the strengths of radio as a medium come into their own, the customer's quality message is conveyed emotionally. And especially at this time of year, it's good to hear lively children's voices on our station that not only explain the terms, but do so with a lot of joy. Simply cute!"

The campaign will be played out on various private radio stations in German-speaking Switzerland via the radio agency Swiss Radioworld. The "Dasda" radio campaign will run until the end of July 2021.

Responsible for Lidl SwitzerlandNicolas Cadonau (Junior Manager Marketing). Responsible for Havas: Oliver Nater (Senior Account Director). Responsible for Swiss Radioworld: Hans Lackner (Director Operations). Responsible for Radio Zürisee: Mike Fäh (production).