THE ALDI FASHION SHOW

Short List
TitleTHE ALDI FASHION SHOW
ClientALDI
Product / ServiceINTERNATIONAL GROCERY RETAILER
CategoryA04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantOGILVY & MATHER SHANGHAI, CHINA
Idea Creation OGILVY & MATHER SHANGHAI, CHINA

The Campaign

The Idea: Aldi, Handpicked For You Aldi’s quality experts have already done the hard work of figuring out the best products for you at the best value. All the research and hard work has been done to give you the handpicked best. Key Consumer Benefits: Functional: Live a Quality Lifestyle We make specialty products handpicked from all over the world available and affordable so consumers can enjoy and appreciate a broader range of international lifestyle ranges more frequently. Emotional: Feel Enriched and Smart Shopping at ALDI is an indigenous choice. We bring international grocery categories and experiences within consumers’ reach at great value so consumers feel they’re getting the best and feel richer in their choices.

Execution

Aldi launched its ecommerce site in the world’s most competitive environment, China. To succeed, it needed to create buzz and site traffic in the initial few weeks of its launch. The idea was to turn its quality food collections, into a fashion collection and showcase it to a handpicked audience of food and fashion bloggers, chefs, designers and journalists. Their respective social posts and PR write-ups created both traffic and sales. The event was also live streamed to allow a larger audience to participate and purchase immediately made possible with our TMALL partnership.

7.48 Million watched the show live. 5.15 Million interactions. 1.35 Billion impressions. 16 times the daily average of orders taken. Resulting in a sales increase of 128%.

The Situation

Aldi the German retail Chain has entered China rather late in the game in the most competitive market in the world. Aldi needed to generate buzz among key opinion leaders and the general consumers for its ecommerce site. They achieved this by creating the first ever food inspired fashion catwalk, presenting its food collection through the lens of a fashion show. Foodies also feasted themselves on the collection, via a tasting menu made from the pieces in the show. This first ever fusion of food and fashion has generated for Aldi the PR it needed for a successful launch.

The Strategy

Aldi the German retail Chain has entered China rather late in the game in the most most competitive market in the world. Aldi needed to generate buzz among key opinion leaders and the general consumers. We created the first ever food inspired fashion Show using Aldi’s products that have been transformed into wearable couture. We also live streamed it to a larger audience where they can also buy directly what they saw through Aldi’s TMALL (China’s largest ecommerce site) partnership. The event aimed to generate for Aldi the PR it needed for a successful launch.

Credits

Name Company Position
Graham Fink Ogilvy & Mather shangha Chief Creative Officer
Juggi Ramakrishnan Ogilvy & Mather shanghai Executive Creative Director
Jimmy Wang Ogilvy & Mather shanghai Creative Director
Addy Khaotong Ogilvy & Mather shanghai Creative Director
Vince Zeng Ogilvy & Mather shanghai Art Director
Gloria Wu Ogilvy & Mather shanghai Art Director
Sascha Engel Ogilvy & Mather shanghai Deputy Head of Digital
Ivy Wang Ogilvy & Mather shanghai Copywriter
Jessie Lai Ogilvy & Mather shanghai TV Producer
Melinda Po Ogilvy & Mather shanghai Managing Partner
Iris Hsiao Ogilvy & Mather shanghai Group Account Director
Elsa Chou Ogilvy & Mather shanghai Group Account Director
Renee He Ogilvy & Mather shanghai Account Director
Grant Xia Ogilvy & Mather shanghai Vice President, Corporate Practice.
Alex Ignatius Ogilvy & Mather shanghai Associate Director
Links
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