ALDI In-Store Promotion & Rugby Activation

The Brief:

Since 2022 ALDI have been a partner with the IRFU on the ALDI Play Rugby Programme with Irish rugby stars like Paul O’Connell promoting the initiative.

As part of the sponsorship, ALDI ran a nationwide campaign involving shoppers and schools where shoppers were able to collect one sticker for every €25 spent in any of the 155 ALDI stores nationwide and use that sticker on one of their local school’s posters. 

A completed poster of 300 stickers earned their local school an entry into the main prize draw to win €50,000 plus an additional prize fund where 10 schools could also win €5,000 for their school facilities.

To extend the reach of the 2023/2024 promotion ALDI and their agency McCann Manchester turned to Return2Sender to create a ‘volume driving’ and technically robust prize draw promotion where shoppers could also use the unique codes on their stickers to enter 12 weekly draws for a chance to win €2,000 worth of shopping vouchers.

The results were outstanding with over half a million unique entries received with each entry attributable to €25 spent at ALDI.

What We Delivered:

-Promotional Microsite Design & Build & QA in line with McCann key visual / POS

-Unique Code Generation, QR Code Approval, printer liaison, POS, T&Cs sign off

-Database development, unique code validation and anti-fraud detection

-High availability, robust, pen tested, scalable, Web/DB IT environment on AWS

-Automated weekly prize draws, winner management and prize/data collection

-Weekly email promotion comms to all participants

-Opt-in/Opt-Out Consent Management, Data Processing in line with GDPR guidelines

-Shopper queries, customer care line and query resolution via email

-Dashboard for campaign statistics and graphs and reporting, data management, opt ins export

-Dashboard for validating poster submission and adding the image to the prize draw

-Dashboard portal for user access management for managing poster requests from schools

-Notification systèm and email alerts for all workflows

-Penetration test of Microsite, Web Server/Database, Dashboard & Control panel for approval by ALDI stakeholders/I.T

-Post Campaign Data Analysis & B.I

Results:

501,868 entries

39% Opt In Rate

€12.5 MILLION Equivalent Sales Value