Summary

Aldi made its inaugural entry into the China market in April 2017 by setting up their online-only store on e-commerce giant Alibaba’s Tmall, bringing a whole series of high quality imported goods to Chinese consumers. Aldi started a full marketing campaign upon their entry, their aim is to create maximum impact in of their brand in the China market.

Wonderlabs was fortunate to be invited to be part of the marketing campaign where we added a fun and interactive element to the OOH campaign in the subway station. Upon entering the walkway along Xujiahui Subway station in Shanghai, other than a series of lighted billboards featuring Aldi’s offering of quality goods, you’ll be able to see 3 digital claw machines filled with plenty of almonds. A subway commuter just need to connect to the free Aldi Wi-fi provided, scan a QR code and they will be able to maneuver the claw to pick the best almonds! When they’ve picked a nut, they will win a shopping voucher and be automatically directed to start shopping using their Tmall or Taobao app.


Agency
Group M

Client
Aldi