- 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)