| Title | ALDI AUSTRALIA LOYALTY POINTLESS |
| Brand | ALDI AUSTRALIA |
| Product / Service | SUPERMARKET |
| Entrant | BMF Sydney, AUSTRALIA |
| Idea Creation | BMF Sydney, AUSTRALIA |
| Additional Company | RABBIT Sydney, AUSTRALIA |
| Additional Company 2 | RUMBLE STUDIOS Sydney, AUSTRALIA |
| Additional Company 3 | BLACKBIRD VFX Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Alex Derwin | BMF | Executive Creative Director |
| David Fraser | BMF | Creative Director |
| Dantie Van Der Merwe | BMF | Creative Director |
| Justin Butler | BMF | Copywriter |
| Lisa Down | BMF | Copywriter |
| Simon Koay | BMF | Art Director |
| Lincoln Grice | BMF | Designer |
| Fiona McLeod | BMF | Designer |
| Jenny Lee-Archer | BMF | Agency Producer |
| Jeff Low | Rabbit Content | Director |
| Alex Hay | Rabbit Content | Executive Producer |
| Loretta Cosgrove | Rabbit Content | Production Art Director |
| Adam Wills | Blackbird | Editor |
| Karen Liddle | BMF | Art Buyer |
| Geoffrey Simpson | N/A | DoP |
| Christina Aventi | BMF | Executive Planning Director |
| Alison Tilling | BMF | Head of Planning |
| Kellie Box | BMF | Strategic Palnner |
| Stephen McArdle | BMF | Managing Director |
| Paul Coles | BMF | General Manager, ALDI |
| Aisling Colley | BMF | Group Account Director |
| Rose Flowers | BMF | Account Director |
| Olivia Morbey | BMF | Senior Account Manager |
| Sammy Hall | BMF | Designer |
This is a TVC created demonstrating that loyalty schemers are like a cult. An online points calculator was created to prove how pointless the schemes really are. When competitors started to get angry, ALDI fought back online, on social media, and with outdoor advertising near competitors' shops. An online calculator was created. People who hated the ad were engaged in conversation on Facebook. ALDI kept the conversation going on all social media. 30 sec and 15 sec TVCs ran nationally starting 16 October 2018, as did OOH, online, website, social (paid and owned), catalogue and in-store.
- 2 main supermarkets own 80% of the market - they offer rewards points for limited discounts Brief - show rewards are useless Objectives - get people to understand that rewards schemes were pointless
20m Australians are rewards scheme members. These schemes need to be called out because big supermarkets' schemes are pointless. ALDI doesn't do rewards. ALDI gives shoppers low prices all the time. In their 17 years in Australia, they've created a loyal following by offering consistently low prices & great quality. Customers say that this is what matters most. This is a TVC created demonstrating that loyalty schemers are like a cult. An online points calculator was created to prove how pointless the schemes really are.
Target audience were shoppers who shopped with the competition but occasionally looked for better savings. An online calculator was created in additional to the traditional media 30 sec and 15 sec TVCs ran nationally starting 16 October 2018, as did OOH, online, website, social (paid and owned), catalogue and in-store.elements. People who hated the ad were engaged in conversation on Facebook. ALDI kept the conversation going on all social media.
30 sec and 15 sec TVCs ran nationally starting 16 October 2018, as did OOH, online, website, social (paid and owned), catalogue and in-store.
Competitors launched their biggest points giveaway after campaign started, giving away over 1 million points. Traditional and social media went crazy comparing points scheme. Calculator created thousands of unique results and received hundreds of thousands of views. ADLI increased social engagement and received millions of media impressions. (see confidential results below)