Berlin is a unique mix of eclectic and diverse residents who all take tremendous pride in their city. Aldi partnered with Wear Cape to build affinity for Aldi Nord chain discount stores in Berlin, Germany.
#howberlinareyou
Client: Aldi
Category: Hybrid brand activation
Task: Increase affinity for Aldi Nord
Source of affinity*: City Pride
Psychometrics were used to construct a simple but fun questionnaire to measure “How much of a Berliner are you?”. The questionnaire ranked Berlin residents according to ‘Berliner-ness’ and mapped out which suburbs in Berlin were more ‘Berlin’ than others. Links to the questionnaire were located in key spots throughout the city, incentivised and accessible through QR codes. Key influencers were used to promote the campaign, strategically chosen to represent Berliner stereotypes (‘Rave Girl’, ‘Tech Guy’ ‘Punk dude’ ’Artiste’).
The source of affinity works on local pride in the city and the eclectic and diverse cultures living together in this fascinating melting pot.
The behavioural science techniques used to drive engagement included: reference point shift, herding effects, and oppositely valanced emotions.
Results: More than 300,000 residents took the questionnaire. Brand consideration increased 31%, with 60 media mentions in key media outlets.
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Berlin is a unique mix of eclectic and diverse residents who all take tremendous pride in their city. Aldi partnered with Wear Cape to build affinity for Aldi Nord chain discount stores.
