Lidl Plus - Loyal Hackers

A promotional poster about Lidl Plus, a loyalty app that was hacked in Romania by hackers posing as loyal customers. The poster features a person in a mask and hoodie holding a phone with the text 'I know all your prices. All your offers. Lidl, you've been hacked, PLUS.' Includes statistics about app downloads, hacker's influence, and social media posts about the hack.

In a nutshell

Lidl was the last retailer to launch a loyalty app in Romania and needed a campaign to break through the clutter and make people talk. While Romanians hackers are all over the news, we introduced a new character - PLUS, the local Mr. Robot that took down Lidl’s website and social channels for 24h, claiming he cracked the retailer’s pricing system and knows all the offers.

The staged cyberattack revealed that everyone can now hack Lidl prices and get access to offers that are invisible to other customers in-store, by installing Lidl Plus.

#1 most downloaded app in Romania for more than 26 weeks in a row, surpassing Zoom, Teams, Facebook and WhatsApp, in a year when everyone was working from home.

VMLY&R Commerce Romania 2021

Teasing video

App Demo Reveal

A person wearing a hoodie and mask holding a smartphone in a dark room with colorful LED lights. The phone screen displays an app with a digital token. Below, there is a paragraph in Romanian about hacking and system infiltration. At the bottom, a control room with computers and screens illuminated by blue and red light, featuring a play button overlay.
Person wearing a mask and sunglasses holding a smartphone in a dark, colorful setting. The phone screen displays a Lidl Plus app. Text in Romanian reads: 'Ai și mai multe prețuri cu minus. Cu Lidl Plus,' and an invitation to download the app from the App Store and Google Play.
A person wearing a hoodie and a mask with colorful patterns holding a smartphone that displays a message about being hacked. The background shows a dark digital setting with various chat messages. Text on the image says 'LOYAL HACKERS' and features the Lidl Plus logo.