"The judges were impressed by the bold way in which ALDI embraced its haters and the magnitude of the results the campaign generated as a consequence."
The ultimate objective was to convert more shoppers to ALDI, making it a part of a normal weekly shop.
The Supermarket Switch Challenge:
Where ALDI lovers see if they can convert their doubting friends through a series of ALDI experiences and experiments.
This would be a serialised narrative with a beginning, an end and a middle, running over time from August to November.
- Exceeded targets with revenue growing by 9.8% with only half the spend vs same period LY
- ALDI is becoming the 'main shop' with a step change in attribution since May 2015 with attribution almost doubling from 7% pre-campaign to 12% in June 2016
Jonathan Kneebone, The Glue Society | Director
Pip Smart | Executive Producer
Ian Iveson | Producer
Rob Marsh | DOP
Matt Evans for The Butchery | Editor
Revolver | Production
The Glue Society Studios | Editing
The Editors | Post Production
Rumble Studios | Sound
What do award judges look for?
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