Aldi Christmas Advert 2015- Experiential Marketing

This Christmas Aldi have produced several marketing campaigns to show off their products.
 One that was great in catching attention was their 'favourite things' advert, where the brand displayed a variety of Christmas related items from their product portfolio.

The brand decided to pair up the the minute long clip with the song, 'My Favourite Things' from the Sound of Music, a 1965 classic. This was a good idea at it helped satisfy consumer needs by creating a feeling of belongingness towards the marketing strategy through a song that reminds consumers of the past. The song is able to create memories, which reflects upon Maslow's theory of the hierarchy of needs.

Aldi's Favourite Things advert

To choose belongingness as their main stage on the hierarchy of needs, is a very smart move from the brand. This is because it can create a valued feeling, which makes the individual watching feel like they are then accepted and can be part of the company and their advertisement. This is extremely useful for Aldi, as during Christmas, the supermarket industry is very competitive and all have their own marketing strategies; meaning that Aldi can use acceptance as a form of bringing in potential consumers through building loyalty, trust and a sense of attachment. Consumers are also emotionally charged, so the more they feel involved, the more likely that Aldi will be their chosen supermarket to purchase from this Christmas.

The foods shown on the advert, such as the reindeer and gingerbread house are also become a reality, which helps the audience follow the advert more closely, as they it gives the advert some uniqueness. This is great for the younger generations who may not be familiar with the Sound of Music, as they can also be drawn into the advert by spotting their 'favourite things' that appear through the clip.
Overall, it is quite simple to say that Aldi have been smart with their marketing, by connecting to the older and younger generation. The brand has managed to meet the basic needs of their audience by showing love through their products by connecting them to their actors, which then helps connect the audience by keeping them emotionally attached to the story and song.