ALDI continues ‘Good Different’ positioning with ‘Pointless Points’ campaign via BMF, Sydney
ALDI Australia is continuing its ‘Good Different’ positioning with its latest integrated campaign via BMF, Sydney.
The ‘Pointless Points’ campaign will appear on TV, in OOH, online, social, in store and catalogue.
The campaign celebrates another key difference between ALDI and the supermarket competition. Namely, ALDI doesn’t have a reward scheme, they just save you more money than anyone else.
Shoppers often feel loyalty schemes are a good way to save money, when in truth it’s a trick designed to make you spend more.
Says BMF Sydney executive creative director Alex Derwin: “When it costs you $356,000 in groceries to earn enough points for an outdated laptop, something’s not right. While we all suspect that loyalty schemes don’t provide value for money, there’s something deeply psychological in our devotion to the points. It needed to be called out, and there’s nobody better to do it than ALDI.”
Adds Paul Coles, BMF’s general manager, ALDI: “Loyalty schemes are a bit like stamp collecting. You’ll spend loads of time and money building your collection, hoping that one day you’ll trade them for a fortune. But that day never comes and you realise you just wasted all your weekends attending swap meets. ALDI don’t do loyalty schemes, because it would stop them being able to give shoppers the lowest possible prices – simple.”
Says ALDI Australia marketing director, Mark Richardson: “ALDI has a different point of view on loyalty. In the 17 years we’ve been operating in Australia, we’ve created a loyal following of customers by offering consistently low prices and great quality goods. Customers continually tell us that this is what matters most to them.”
If you’re still not convinced, check out the ALDI Reward Scheme Calculator
Agency: BMF, Sydney
Executive Creative Director: Alex Derwin
Creative Director: David Fraser & Dantie Van Der Merwe
Art Directors: Simon Koay
Copywriter: Justin Butler
Copywriter: Lisa Down
Designer: Lincoln Grice, Fiona McLeod & Sammy Hall
Executive Planning Director: Christina Aventi
Head of Planning: Alison Tilling
Strategic Planner: Kellie Box
Managing Director: Stephen McArdle
General Manager ALDI: Paul Coles
Group Account Director: Aisling Colley
Account Director: Rose Flowers
Senior Account Manager: Olivia Morbey
Agency Producer: Jenny Lee Archer
Production Company: Rabbit Content
Director: Jeff Low
Executive Producer: Alex Hay
Production Art Director: Loretta Cosgrove
Post Production: Blackbird
Editor: Adam Wills
Art Buyer: Karen Liddle
Sound Design and Audio Production: Rumble Studios
DoP: Geoffrey Simpson
23 Comments
Killer stuff
Love it! Great casting, too!
Brilliant. Love it!
That’s why I pick Aldi.
It’s a 30 sec ad. One with an insight that demonstrates a brand’s point of difference in a funny and memorable way, and makes me like the brand a bit more.
I guess it’s a good start. But waiting to see how it rolls out over pointless executions in social – like a snapchat filter, an activation, an instagram influencer campaign or wazoo digitivazation algorithm.
Apart from the lack of all those things it’s pretty fuckin ok.
Onya JB. Love it.
Isn’t it nice to see an ad where everyone does their job really well. Great opportunity turned into a great strategy turned into a great idea with great execution directed by a great comedy Director. (A guy I’ve been wanting to work with for a while.)
ALDI keeps going from strength to strength. Hats off.
Hot damn, good ad.
Saw this last night and loved every second. High fives to everyone. Can’t wait to see the next iteration.
Brilliant casting and execution!
Fresh work Si!
Love it. Nice one! And yeah casting is awesome.
Only one problem.Australians LOVE their points.
Nice work! Simon you shit, you’re ok… 🙂
This is amazing. The best stuff I’ve seen in a while, by far.
This is amazing. The best stuff I’ve seen in a while, by far.
Played, Si, this is the way strong. Overbite.
Will be tough to impact, but can’t fault the idea.
Well executed too.
Get a grip. Stop blowing smoke up your…
It’s just a lame retail ad at best.
one.
Who is the cashier actress? Her voice inflections are brilliant!
Very funny ad. I never tire of it coming on.
“Points” haha
What’s up with the girl with the huge eyes and eyebrows halfway up her forehead?? Is that for real or is it CGI altered?