An interactive e-commerce experience that lets you shop by occasion, not category.

Responsibilities

• ROLE: Creative Producer

• CLIENT: ALDI

• PRODUCTION: MediaMonks

• AGENCY: Ogilvy

• LINE PRODUCTION: Studio GUMWAP

The challenge

The world’s largest shopping event takes place every year in China on November 11th, otherwise known as Singles day or 11.11. 90% of sales on that day are made on mobile phones through Alibaba eCommerce platforms (Taobao and TMall).

How could ALDI, a newcomer in the supermarket industry in China, stand out during this overcrowded sales period?

The idea

Together with our friends at Ogilvy, we built an interactive, intuitive e-commerce store on Alibaba where you shopped not by category but by occasion. The ALDI Block Party was born.

It is a store in the form of an apartment block. People were exposed to the crazy lives of its inhabitants. Users could watch their different stories and show where ALDI products fit in their lives. Shoppers could then buy products simply by tapping on each item at any time during the experience. The shopping cart, coupons and final purchases were all completed without having to exit the experience.

The results

Thanks to this immersive e-commerce experience – ALDI reached 100million social media impressions. More importantly, sales had in a single day eclipsed their previous 4 months combined while acquiring a whopping 90% of new customers via the experience.