1. Aldi Amplifying Press Using DOOH Challenge Solution Results
Newspapers are an important media channel for all grocers – and Aldi is no exception.
Yet print readership is in terminal decline, meaning Aldi’s sales activation messages are reaching less and less people. Could the flexibility of digital OOH be used to mirror Aldi’s press activity – and amplify the message?
Solution
In order to test whether we could amplify Aldi’s existing Press message, digital OOH was added to Aldi’s planned Press activation.
By doing this, we were able to identify whether or not there was a significant boost in ad awareness and product consideration. Digital OOH was purchased for one day only to complement their standard Press activation.
Results
Of the people exposed to Aldi’s DOOH ad, 80% hadn’t seen the Press ad.
Top of Mind Brand Awareness was 35% higher than Press readers.
2 in 3 people who recalled the ad spontaneously remembered the product message.
Intention to visit store increased 9% among people exposed to both digital OOH and Press.