ALDI converts strong sceptics into fans in ALDI Supermarket Switch Challenge campaign via BMF
The premise of ALDI’s latest campaign via BMF is simple: use ALDI’s biggest fans, to convert its strongest sceptics.
We know there are still plenty of myths, preconceptions and questions about ALDI out there.
Will they have any Australian-made stuff? Isn’t it all cheap packaged goods? Is it worth the savings? And of course the question on everyone’s lips…why is there everything from ski gear to cement mixers along with the groceries?
Says Ali Tilling, planning director, BMF: “Answering those barriers ourselves wasn’t enough. We wanted to use the genuine passion that exists for ALDI – a rare thing for any brand, let alone a supermarket – to challenge doubters to give us a go. Thousands of ALDI fans answered our Facebook call-out, nominating themselves and a ‘sceptic’ friend, relative or partner for the challenge. We chose a fan-sceptic pair from NSW, Queensland and Victoria.”
Introducing the ALDI Supermarket Switch Challenge.
Says Alex Derwin, creative director, BMF: “There was always going to be an element of risk involved in giving a voice to people who don’t particularly get your brand. Fortunately we have a brave client, a great director, and we were confident in the persuasive powers of an ALDI shopping trip.”
The challenge campaign is integrated across the path to purchase: from TV and catalogue to radio, outdoor and point of sale. Each channel is used to best effect, with some adding depth to the story of each pair and some challenging people to reconsider ALDI while they’re on their shopping trip.
All the sceptics were surprised by ALDI’s offering: its quality, Aussie-made goods, range and overall great value. And as Queensland sceptic, Dan said of his conversion: “You can’t argue with the price, right?”
Executive Creative Director: Cam Blackley
Creative Director: Alex Derwin
Copywriter: Jonty Bell
Head of Design: Lincoln Grice
Strategic Planner: Ali Tilling
Managing Director: Steve McArdle
Group Account Director: Jonny Bucknall
Senior Account Director: Aisling Salmaggi
Account Managers: Hayley Basham, Siena Shuttler
Agency TV Producers: Katie Harper and Esta Lau
Production Company: Revolver
Director: Jonathan Kneebone, The Glue Society
Executive Producer: Pip Smart
Producer: Ian Iveson
DOP: Rob Marsh
Editor: Matt Evans for The Butchery
Editing Facility: The Glue Society studios
Post Production: The Editors
Sound: Rumble Studios
Client:
Advertising Director: Sam Viney
10 Comments
Big fan of Aldi work until this. Sorry.
What happened to the fun stuff?
This does nothing for me.
Quirky advertising that gets a chuckle will only get you so far these days. Hate to say it but people will probably be more persuaded more to switch to Aldi when they see themselves in this testimonial approach. Kiwi Skeptics by Host for Air New Zealand is probably the campaign that’s done this the best in recent times.
http://hostsydney.com/work/kiwi-sceptics/.
Did they find the blokes from Right Said Fred for the Gold Coast spot?
I’m sure it would be much more fun creating quirky little skits for the price-stuff, but his strategy is bang-on and built around a genuine truth. Well done.
I agree Nice one.
It’s the old challenger formula, but it’s believable and will work well.
Firstly because we all know those Aldi freaks.
And secondly, because it doesn’t hide the negatives about Aldi.
Smart work and client.
Yes, strategically nails it.
this is absolutely the truth.
Will work and I do actually find it interesting, quirky and watchable.
Lets see how the plot develops. Hopefully with wit.
See how many words you can lose from ‘Take the supermarket switch challenge’
Would be good to know if you guys are right.
Our industry exists because we tell clients creativity = effectiveness.
If this works better than the creative stuff, we should all give up.
Time will tell.
Awful. How the mighty have fallen.