ALDI, a no-frills supermarket, calls loyalty points ‘pointless’.

Nearly 80% of Australians have a loyalty card. While they feel like they’re saving, research shows they actually spend more.

ALDI don’t have one. They just offer the lowest prices, every day. So, we had a simple message: You don’t need a loyalty card to save money.

We created utility with a points calculator, caused national outrage calling points ‘pointless’, and, in response, our competitors had their biggest points giveaway ever.

In a country addicted to points, our creative idea was to highlight just how ‘pointless’ the big supermarket’s schemes really were.

We started with the points calculator, using grocery spend and rewards data to prove the effort it took to earn rewards. The hook: a laptop takes 73 years and $382,000.

Then we had a creepy cashier induct a customer into the cult on TV. Targeted competitors with ‘pointless points’ OOH messaging. And encouraged our fans to call out point-lovers on social.

ALDI’s savings had always created loyal customers. But the madness of our competitors’ schemes had begun to steal our thunder.

Shoppers were saying the schemes were ‘saving them money’ and, shockingly, over half tried to shop where they could get points (ZO CX Tracker).

We had to convince people these rewards were worth little compared to ALDI’s savings.

Our objectives were:

1. Decrease the importance shoppers place on collecting rewards points

2. Increase ALDI price perceptions

3. Increase sales

The campaign launched nationally with 30’s & 15’s on TV, with some spots airing during the new ‘Pointless’ TV game show. OOH, online video, website, social (paid and owned), in store point of sale and ALDI catalogue then rolled out simultaneously with TV.

The ALDI Loyalty Calculator had a dedicated microsite which was advertised in paid digital display media, as well as owned channels.

The campaign ran from 14th October through to 11th November and was picked up by various news outlets across the country, including channel 9’s A Current Affair.

DECREASE THE IMPORTANCE OF POINTS

-3% decline in those who strongly agree ‘collecting rewards points is extremely important’

ALDI CX Tracker Sep v Jan

INCREASE PRICE PERCEPTIONS

+3% lift

ALDI CX Tracker

INCREASE SALES

+9% YOY

Sales Data

Other results:

• 400,000 website + calculator views and 110,000 calculator results.

• Social engagement +60%

• 8m media impressions

• -3% drop in Woolworths Rewards usage

And most impressively, ALDI increased its grocery value share of trade by 3.7% (Nielsen Homescan).