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错位
案例简介：在法国人对消费态度发生变化的时候，大众零售业的传统模式每年都在失去市场份额。正是在这种背景下，ALDI致力于其品牌平台去年1月中揭示的另一种模式: “新消费者的位置”。体现阿尔迪新消费模式的品牌平台: 小的、更负责任的、更本地化的、定性的、价格导向的。为了宣传ALDI对从一个ALDI到另一个ALDI的价格不变的承诺，ALDI在法国四个角落张贴的广告牌上展示了其夏季产品的价格，但是...不在正确的地方!因此，在尼斯张贴的广告牌上的香草巧克力蛋筒的价格在法国另一侧的ALDI Nantes有效，反之亦然。法国人在Twitter上发布了ALDI地理位置错位的广告牌的照片，认为广告团队犯了一个大错误: “为什么有ALDI产品价格报价为里尔做广告，但在波尔多展示？” 您所要做的就是仔细阅读广告牌上的配音条，以查看该错误并不是真正的错误。一个简单的活动，与消费者一起玩，帮助他们意识到一些主要参与者在大规模发行中仍然表现出的误导。法国奥美巴黎为阿尔迪制作的户外广告，类别为: 零售服务。
错位
案例简介：At a time when French attitudes towards consumption are changing, the traditional model of the mass retail sector is losing market share every year. It's within this context that ALDI has committed to a different model revealed in its brand platform last January: "The Place of the new consumer". A brand platform that embodies ALDI’s new consumption model: small, more responsible, more local, qualitative and price oriented. To promote ALDI’s commitment to no variation of price from one ALDI to another, ALDI displayed the prices of its summer products on billboards posted in the four corners of France, but... not in the right place! Thus, the price of the vanilla-chocolate cone on the billboard posted in Nice was valid at ALDI Nantes, on the other side of France, and vice versa. The French took to Twitter posting photos of the ALDI geographically misplaced billboards believing that the advertising team did a big mistake: “Why is there an ALDI product price offer advertised for Lille but displayed in Bordeaux?” All you had to do was read the dubbing strip on the billboard carefully to see that the error was not really a mistake. A simple campaign that plays with consumers and helps them become aware of the misguidance still being shown by some major players in mass distribution. Outdoor advertisement created by Ogilvy Paris, France for ALDI, within the category: Retail Services.
Misplaced
案例简介：在法国人对消费态度发生变化的时候，大众零售业的传统模式每年都在失去市场份额。正是在这种背景下，ALDI致力于其品牌平台去年1月中揭示的另一种模式: “新消费者的位置”。体现阿尔迪新消费模式的品牌平台: 小的、更负责任的、更本地化的、定性的、价格导向的。为了宣传ALDI对从一个ALDI到另一个ALDI的价格不变的承诺，ALDI在法国四个角落张贴的广告牌上展示了其夏季产品的价格，但是...不在正确的地方!因此，在尼斯张贴的广告牌上的香草巧克力蛋筒的价格在法国另一侧的ALDI Nantes有效，反之亦然。法国人在Twitter上发布了ALDI地理位置错位的广告牌的照片，认为广告团队犯了一个大错误: “为什么有ALDI产品价格报价为里尔做广告，但在波尔多展示？” 您所要做的就是仔细阅读广告牌上的配音条，以查看该错误并不是真正的错误。一个简单的活动，与消费者一起玩，帮助他们意识到一些主要参与者在大规模发行中仍然表现出的误导。法国奥美巴黎为阿尔迪制作的户外广告，类别为: 零售服务。
Misplaced
案例简介：At a time when French attitudes towards consumption are changing, the traditional model of the mass retail sector is losing market share every year. It's within this context that ALDI has committed to a different model revealed in its brand platform last January: "The Place of the new consumer". A brand platform that embodies ALDI’s new consumption model: small, more responsible, more local, qualitative and price oriented. To promote ALDI’s commitment to no variation of price from one ALDI to another, ALDI displayed the prices of its summer products on billboards posted in the four corners of France, but... not in the right place! Thus, the price of the vanilla-chocolate cone on the billboard posted in Nice was valid at ALDI Nantes, on the other side of France, and vice versa. The French took to Twitter posting photos of the ALDI geographically misplaced billboards believing that the advertising team did a big mistake: “Why is there an ALDI product price offer advertised for Lille but displayed in Bordeaux?” All you had to do was read the dubbing strip on the billboard carefully to see that the error was not really a mistake. A simple campaign that plays with consumers and helps them become aware of the misguidance still being shown by some major players in mass distribution. Outdoor advertisement created by Ogilvy Paris, France for ALDI, within the category: Retail Services.
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