Innovation from Lidl: Mystery Box campaign in the UK

What’s in the Mystery Box?

The boxes contained products of different categories, the total value of which significantly exceeded the purchase price. Lucky customers could find cosmetics, electronic devices and even household appliances in the boxes. One customer reported on the Examiner Live website that he received over £100 worth of goods for just £20. This news spread quickly, prompting many to purchase even more Mystery Boxes.

More than simple sales

Lidl’s Mystery Box campaign focused not only on increasing sales, but also on improving the customer experience. The mysterious contents of the boxes brought adventure and excitement to everyday shopping, which meant a new kind of experience for customers. The success of the campaign was also enhanced by the fact that customers enthusiastically shared their acquisitions on social media, further increasing the visibility and appeal of the campaign.