ALDI have come up with a really interesting campaign. They’ve identified the struggle parents face trying to get their kids to put down the game control, and they are using a team of pro gamers to help parents take back the power.
So how does it work?
You can give ALDI your kid’s gamer ID through Facebook, and the pro’s will enter their game and “take them down” in time for tea. It follows data revealing that 38% of British children refuse to sit down at the family dinner table, with more than a quarter of UK parents blaming online gaming.
As a mum I can confirm, trying to communicate that it’s time to switch the game off doesn’t always go down so well with my kids.
So ALDI are smart here. They’ve tapped into one of their target audience’s pain points, and are attempting to solve it, without anybody looking like the bad guy. They become Mum’s hero of family mealtime, making her happy, and setting a positive reinforcement (and everyone knows Mum holds the purse strings when it comes to grocery shopping!)
Tea time battle removed = happy Mum = Mum is grateful to ALDI = Mum is more likely to shop at ALDI and feel positive towards the brand.
Let’s just hope they don’t tell the kids who “took them down”, or the future shoppers may not be so warm to the ALDI brand!
ALDI pride themselves on staying true to their three core values –
Leads to reliability. We mean what we say. We are consistent in our dealings with people, product, price and all other aspects of our day-to-day professional life.
Creates efficiency, clarity and clear orientation within our organization as well as for our customers.
Stands for our commitment towards our people, customers, partners and the environment. It also includes principles such as fairness, honesty, openness, service orientation and friendliness.
So, here’s the bit that troubles me; If ALDI are focussed on the principles of fairness, honesty and openness – are they openly telling the kids they are being taken down by a pro-gamer who has been hired, hitman style, by their Mum in pursuit of a family meal?
In contrast, this does seem to be true to one of their 5 Core Responsibilities principles –
ENCOURAGING FAMILIES TO LIVE WELL
Putting customers at the heart of everything we do is what we’re passionate about. That means striving to be the best we can be when it comes to offering you the healthiest choices possible.
ALDI want to encourage healthier lifestyles, as well as support healthier eating. Screen viewing among children is at an all time high. With computers, tablets, smart phones and consoles, it is becoming increasingly difficult to restrict the screen-hours of our children. According to Ofcom’s annual study of their media use, children in the UK (aged 5 to 15) now spend around 20 minutes more online, in a typical day, than they do in front of a TV set. This equates to just over two hours online, and a little under two hours watching TV. Try to fit in a school-day, homework and family meal time and you can soon see that there are not enough hours in the day!
In order to encourage healthier eating habits, ALDI might be right to attempt to tackle family meal time. Eating together as a family has been shown to have multiple benefits for all involved and not only from a nutritional perspective but in many other aspects as well. By sitting down as a family without any TVs, laptops, tablets or phones, you have the opportunity to interact and bond with one another. Research has shown that family mealtimes can boost children’s vocabulary, and from a nutritional point of view, will encourage them consume more fruit and vegetables and fewer soft drinks. Studies also show that children are less likely to be overweight and obese later on in their teenage and adult years if they regularly sit down for family meals.
Personally, I think it’s a great, fun campaign, which will make Mums across the UK chuckle to themselves that they are able to stealth enter their kids gaming world and “take them out” ready for tea! This should foster warm emotional responses from consumers and encourage a conspiratorial affinity between Mum and the Supermarket.
Take a look at the ad and enjoy the kids reactions – I do love a good “Game Over Tantrum”