Germans love spectacular fireworks, but Germans also love order and predictability. Why don’t we bring these two needs together?

My Mobile Fireworks Planer is an online configurator that allows customers to playfully design their individual fireworks choreography. With real films and sounds. And without powdering a penny of money while testing the fireworks.

On the Fireworks Planner mobile-site users can not only watch product videos but can also have fun trying them out, select and combine products, configuring the fireworks until it matches their wishes and their budget.

The digital configurator let users direct their own personal fireworks show as an individually creative work of art. The configurator allows two customer journeys:

Personalized configuration: By clicking a product pack shot, the user is taken to a page, containing detailed product information and a specific product video. Customers can select articles on their hit list, print or share them by email/WhatsApp and use them as a shopping list to buy the items.

Budget-based fireworks selection: Users can specify a fixed budget to receive product suggestions and view them online in advance as well.

This had never existed before: a site that enables people to configure their personal firework show before the big moment. The offer was convincing: users created fireworks on the platform again and again.

The entire campaign resulted in

- 1.3 million articles planned on the configurator

- 1.8 million video views on the microsite (within the promotion period)

- 189 days of user generated content

- not only confirming but expanding ALDI’s market leader position

The fireworks configurator is a valuable proof underlining the brand promise, being always close to customers by delivering special things every day.