Situation: As inventor of Dutch discount supermarkets, ALDI is always keen on finding ways to save money, cut cost and keep prices low. Voice actors demand high buy-outs.

Brief: Find a new ALDI voice. Cheaper. But also distinctive, and with a nice human sound.

Objectives:

- Financial: Save money on voice actors' buy-outs.

- PR: to create buzz and free publicity.

- Communication: emphasize the fact that ALDI is cheap, trying to cut costs in every way.

The new A(LD)I Voice consists of the human voices, recorded by a diverse group of 10 female ALDI employees, which are blended by a newly developed AI tool into a unique, ownable and recognizable Brand Voice, to be use in all audiovisual advertising items. An AI voice with a human touch. The voice for ALDI and the voice of ALDI.

In the PR strategy the primary focus was on the advertising and marketing community, with press releases in trade magazines and blogs.

After the introduction public media channels picked it up: ALDI's new Brand Voice was all over the news, resulting in a wave of free publicity, nationwide press coverage in nearly every channel, reaching the general audience.

The new A(LD)I voice is momentarily used in all audiovisual advertising items for ALDI Netherlands: radio commercials, tv commercials, banners and social videos. Nationwide.

Financial result: Saving tens of thousands of euros per year on voice actors buy-outs.

PR results: The new A(LD)I Voice was all over the news: all leading TV and radio shows, national and local newspapers and blogs ran items on it after the introduction. ALDI's new brand voice is already a celebrity!

Internal: Because the voice consists of the recorded human voices of 10 ALDI employees, from different stores, warehouses, distribution centers and HQ, the project added significantly to the internal pride throughout the company.