Media > Media: Sectors
OGILVY, Paris / ALDI / 2021
Overview
Credits
Why is this work relevant for Media?
A billboard 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, and you could see a poster for Le Havre in Saint-Tropez.
Background
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.
Describe the creative idea / insights
ALDI offers products at a same price everywhere because it refuses that people pay more because of where they live. We imagined the 1st campaign badly geolocated: a campaign displaying a price available in a place 100kms from its diffusion place. ALDI could convey its message: where the campaign is located doesn’t matter as ALDI’s products are at the same price everywhere.
Describe the strategy
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.
Describe the execution
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.
List the results
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)
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