THE EDGY VEGGIE WAY

TitleTHE EDGY VEGGIE WAY
BrandALDI
Product/ServiceALDI VEGAN PRODUCTS
Category C03. Data-Driven Targeting
Entrant PHD GERMANY Frankfurt, GERMANY
Idea Creation PHD GERMANY Frankfurt, GERMANY
Media Placement PHD GERMANY Frankfurt, GERMANY
Additional Company SOD SCREENONDEMAND GMBH Munich, GERMANY
Credits
Name Company Position
Lukas Pietrowski PHD Germany Managing Director
Theresa Grossmann PHD Germany Account Executive
Fabian Preiß PHD Germany Account Director

Why is this work relevant for Media?

Until now, the direct influence of communication via Out-of-Home (OOH) screens on the number of visitors in stores could not be measured. For our client ALDI we implemented a campaign that made the effect of outdoor advertising on store visits measurable for the first time, thus enabling the optimisation of visitor traffic. By linking geo-behavioural data of our target audience with store visit data, we were able to evaluate screens in terms of their effect in real time. Screens that contributed little were removed from the portfolio, while playout could be shifted to those screens that had a high impact.

Background

We all want to live more sustainably. And our food is playing an increasingly important role in climate protection. However, the choice of sustainable products is generally quite limited, which is why the buying public comprises only a relatively small group of people. ALDI aims to change this and focuses on vegan products in a variety that stands out from the competition. An initiative that was awarded the "Vegan Food Award 2020" (as most vegan-friendly supermarket) by the animal welfare organisation PETA. The objectives were twofold: Firstly, the aim was to credibly communicate ALDI's pioneering stance on this ecologically important topic in order to encourage a rethink in society. Secondly, we wanted to convince people beyond vegans and vegetarians, of ALDI's wide range of vegan products and bring them to the stores.

Describe the creative idea / insights (30% of vote)

For many people today, nutrition is no longer just a question of taste, but rather an attitude with underlying values. YouGov surveys show that 53% of value-oriented consumers attach great importance to a perfect match between their own ethical standards and those of brands. We translated these values into “interest characteristics” such as healthy eating and sustainability which can be found mainly in two specific interest groups: - Eco-oriented people (also interested in vegan / vegetarian and animal welfare). - Lifestyle-orientated people (also interested in fashion / shopping and travel). Consequently, ALDI's vegan initiative had to be credibly communicated in order to match the brand values with the interest characteristics of both interest groups. And what could be more appropriate for this than the Vegan Food Award 2020: a seal of quality that creates confidence in ALDI's attitude.

Describe the strategy (20% of vote)

By merging these two interest groups (ECO & LIFESTYLE) we create our media target audience: the LOHAS (Lifestyle of Health and Sustainability); adults 20-49 years old. A combination embracing… 1) the RELEVANCE of the subject matter (= ECO); And at the same time ensuring… 2) a significant REACH of the campaign (= LIFESTYLE). A rather younger and female target audience (affinity index 117) that is best reached outdoors (affinity index 120) and mobile (affinity index 127). The ideal combination for a geotargeting approach! To effectively place ALDI's award win in the minds of the LOHAS target group, we aimed to track whether people who have been approached at certain Points-of-Interest (POIs) go to the stores significantly more often, in order to then optimise communication on these POIs and remove poorly performing POIs from the portfolio.

Describe the execution (20% of vote)

We started with the largest possible DOOH screen rotation within a radius of defined organic supermarkets such as German organic supermarket, denn’s (= POI). In a second step, all mobile IDs were tracked that were close to the respective DOOH screen at the exact time an ad was displayed. Based on the information detailing whether a user / mobile ID had contact with DOOH, two mechanisms came into force in parallel: 1. Engagement – second contact with these people via mobile full-screen ads. 2. Optimisation – tracking these people with footfall study, i.e. marking their mobile IDs and seeing if they visited an ALDI store. By feeding this information back into the ad-server, the campaign is optimised for the screens that convert more visitors to ALDI during this two-week flight.

List the results (30% of vote)

Thanks to real-time optimisation the campaign is dynamic, despite the stationary medium OOH, and refers directly to the user behaviour of the target group. The average store visit rate uplift (ratio of store visit zero measurement vs. live measurement) was increased by +14.5%. Comparable campaigns in food retailing, without such a mechanism, generated store visit rate uplifts of around +4-5%. Assuming an average purchase volume of €30 (which is a quite precise approximation), this results in an additional turnover of €216,900 in view of the 7,230 leads (= technically measured direct store visitors). This led to a Return of Advertising Spend (ROAS) of over +210% and furthermore, an increase in interest in vegan food of +154%. An innovative campaign that raises awareness of vegan diversity through smart use of geo-behavioural data, optimised in real time based on store visit data.

Describe the use of data, or how the data enhanced the campaign output

We identified the target group by means of mobile IDs and determined their routes based on a geo-behavioural analysis using a data management platform. In cooperation with the publishers, we evaluated the screens based on the behavioural data of the target group and pre-selected the most promising screens. If a mobile ID moved closer than 50 metres to a screen, the ALDI ad was automatically played. Two types of tracking were used: Firstly, lead tracking. I.e. the technical measurement of the addressed mobile IDs combined with real-time geo-behavioural data, according to store visits. Secondly, store visit tracking: per footfall study, all users reached are tracked in real time and the respective visitor uplift on each individual screen of the Aldi stores in the vicinity is measured. A continuous learning and adaptation process, using data and artificial intelligence to optimise network coverage in real time.