ALDI: Our Prices Are The Same Throughout France, 2

A dubbing strip on a billboard is used to indicate the direction or location of a local point of sale. It's pretty ugly and uninteresting. Except when it's hijacked to deliver a brand message. At a time when French attitudes towards consumption are changing, the traditional model of the mass retail sector is losing market share every year. It's within this context that ALDI has committed to a different model revealed in its brand platform last January: "The Place of the new consumer". A campaign by Ogilvy Paris. A brand platform that embodies ALDI’s new consumption model: small, more responsible, more local, qualitative and price oriented. In the wake of this launch, ALDI communicated throughout the Summer on one of its major commitments: no variation of price from one ALDI to another. In the case of mass distribution, the price of a product can vary considerably from one region to another even though it's the exact same product. But not at ALD-- where prices are the same at every ALDI across France, all the time, for everyone. To promote this commitment to French people on holiday (what better period to observe price variations), ALDI displayed the prices of its summer products on billboards posted in the four corners of France, but... not in the right place! Thus, the price of the vanilla-chocolate cone on the billboard posted in Nice was valid at ALDI Nantes, on the other side of France, and vice versa. The French took to Twitter posting photos of the ALDI geographically misplaced billboards believing that the advertising team did a big mistake: “Why is there an ALDI product price offer advertised for Lille but displayed in Bordeaux?” All you had to do was read the dubbing strip on the billboard carefully to see that the error was not really a mistake. A simple campaign that plays with consumers and helps them become aware of the misguidance still being shown by some major players in mass distribution.