The well-known supermarket chain Aldi, which has been present in the international retail market for over 60 years, with a constantly expanding network of stores, is known for offering an innovative shopping experience that combines its own brand-label products with a careful selection of best brands. Aldi’s story of quality and convenience is also told in their advertising campaigns, aimed at attracting customers looking for great value for money in its products without compromising on quality.
In this perspective, Aldi chose to communicate with IGPDecaux by planning a drive-to-store campaign, in the last fourteen days of July. The adv campaign was deployed in Lima and Piola stations of Milan underground, where a “station domination” was created. The creative concept was based on simple and direct copy and was conceived with the same logic used for the flyers with the aim of quickly capturing the attention of commuters and driving them to visit their new shop (Abruzzi street, 28), leveraging the strength of their offers and competitive prices.
Aldi opted for this asset because it effectively supports the sales funnel, reaching a targeted audience which is receptive, inclined to be informed and entertained through targeted proximity communication, aimed at drive-to-store. Therefore, it becomes the ideal context for influencing the purchase decision-making process of passengers during the journey, generating benefits for the business in terms of visitors’ increase and sales.
The multiple use of promotional claims in the campaign allowed Aldi to target specific messages to different audience segments. This segmented approach helped make the campaign effective, as each cluster received the most suitable message for their needs, desires, and values, thus reinforcing the main message of the campaign from different perspectives.
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