Staff Reporters
Mar 7, 2013

ALDI Australia equates new mobile service with existing products, such as lettuce

SYDNEY - ALDI Australia has launched a campaign for its new telecommunication product, ALDI Mobile, which offers a range of pre-paid, post-paid and data plans.

wide player in 16:9 format. Used on article page for Campaign.

The three 30-second spots, named ‘Granny’, ‘Blokes’ and ‘Teenagers’ respectively, feature people using other items sold by ALDI in place of a phone. Examples: A tissue box, chocolate, an egg carton, a head of lettuce.

The idea is to transfer the brand's reputation for great prices on high-quality products to the telco market, which is known for expensive, complicated plans and hard to decipher call rates, according to the company.

The campaign is supported by TV, catalogue, POS and digital.

Carlos Alija and Laura Sampedro, joint BMF ECDs, 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.

“In launching ALDI Mobile, we have tried to keep everything simple for our customers,” said an ALDI spokesperson. “We are really pleased that the advertising retains this simplicity, yet is also very watchable.”

CREDITS

Agency BMF
Client ALDI
Managing partner Steve McArdle
Executive creative director Carlos Alija and Laura Sampedro
Head of art Sian Binder
Creative team Tim Smith & Simon Koay
Designer Iva Madderom
Planning Alison Tilling
Director The Glue Society (James Dive)
Production company Revolver
Post production The Editors
Agency producer Jenny Lee-Archer
DoP Tim Tregoning
Editor Dan Lee
Photographer Brock Elbank
Producer Adrian Shapiro
Art buyer Tania Muller
Music & sound production Sonar Music
Print producer Deborah Meighan
Business lead Samuel Viney
Account director Aisling Salmaggi

Topics

Just Published

1 day ago

K-pop group SuperM debut Prudential-sponsored ...

Insurance firm struck a partnership with the South Korean supergroup earlier this year to collaborate on wellness-oriented campaigns and activations.

2 days ago

Brands see Chinese seniors becoming active digital ...

Latest Wavemaker report on China's "silver economy" finds a rise in smart products and digital campaigns are connecting with older generations.

2 days ago

Hakuhodo drives on through the storm

AGENCY REPORT CARD: Despite facing severe challenges from a drop in client spend, Hakuhodo forged on with workplace reforms and stronger investments in community, sustainability and innovation.

2 days ago

Crash Course: How to avoid greenwashing

To mark Earth Month, we bring you five tips on how to communicate with consumers about sustainability in an authentic way, and to protect your brand from being accused of greenwashing.