Dry humour and groceries the key ingredients behind launch
BMF have created a campaign to launch ALDI Australia’s new telecommunication product, ALDI Mobile, which offers a range of pre-paid, post-paid and data plans.
The product idea is simple: take what ALDI shoppers love about ALDI – great prices on high quality products – and transfer it to the Telco market, which is notorious for expensive, complicated plans and hard to decipher call rates. From an advertising perspective, it was a case of BMF bringing this differentiation to life in an entertaining way, with a healthy dose of the ALDI tone of voice. The launch of ALDI Mobile will be supported by TV, catalogue, POS and digital.
Joint BMF ECDs, Carlos Alija & Laura Sampedro, said “The challenge was to come up with a launch campaign able to stand out in the category, whilst creating a solid link with the master brand.”
Stephen McArdle, BMF Managing Partner, notes, “Telcos are known for expensive, blockbuster TV spots, so there is something quite refreshing about the understated nature of this campaign.”
An ALDI spokesperson adds “In launching ALDI Mobile, we have tried to keep everything simple for our customers. We are really pleased that the advertising retains this simplicity, yet is also very watchable.”