In a context where the economic crisis is fully affecting French people, we needed to demonstrate that ALDI’s model was relevant & different from other distributors through a consistent price-based proof. We wanted to demonstrate ALDI’s willingness to contribute to common sense in consumption, by taking the opposite view of the excesses of other distributors.

A price / product campaign at first glance classic, but deliberately redirecting towards a ALDI supermarket at the other end of France. Thus, a poster in Gennevilliers could refer its inhabitants to an ALDI supermarket in Nice, a poster in Avignon could promote of a supermarket in Nantes.

At a time of ever more precise geolocation, voluntarily taking the opposite path - and at the same time playing with the codes of a traditional media - is a choice and innovation that has made it possible to take up a double challenge: to surprise consumers by destabilizing their habits and break the monotony of price speeches with a campaign that talks about it differently.

ALDI could have contented itself, as its main competitor Lidl did, with relaying a fact without making it a real subject. But the brand has been able to create unexpected listening conditions, to generate numerous discussions.

The targeted audience was all French consumers coming accross our badly geolocalized billboards, but especially vacacioners gathering on French coasts and beaches every year. Indeed, as distributors level-up their prices on coastal stores during summer, the period seemed really appropriate for such an operation. Arriving to their holiday destination, they would discover a billboard or plane billboard refering to a product/price at the other end of France creating surprise and questionning. 2 weeks later, we released a case explaining to our audience why being badly geolocated was not a problem as ALDI offers same prices everywhere.

Our badly geolocated campaign run for the 1st 3 weeks of August on billboards (everywhere in France) and plane billboards (only east and south coasts) & then our video case explaining the “mistake” and the same price everywhere was mediatized for 2 weeks on social & digital.

The work delivers to its communication objectives on several levels:

- On social media, it created many conversations around this “mistake” & people were discussing to understand why.

- It proved the absurdity of the distributing model in France and the superiority of ALDI’s one increasing prompted awareness from 80% to 82,1% (Yougov)