2024-04-27 07:30:07
To win the fierce discount war, Aldi is ready to do anything to reduce its costs. Even if it means making a radical decision that leaves everyone speechless…
With a network of 12,000 stores located in 18 countries, Aldi has established itself over time as a major hard discount player. Like its main competitor Lidl, the brand allows families to make some savings on their food budget. Driven by changes in consumption linked to inflation, the German giant generated a turnover of more than 100 billion euros in 2022. An international success story built on a solid foundation: refined shelves, a selection of concise but effective products, competitive house brands and hard work. costs. To increase its influence, the discount is now cutting the communication budget… with an “inhumane” idea that risks spreading.
For a few days now, Aldi has tackled the dangers of 2.0 by entrusting artificial intelligence to bring its advertising spots to the fore in the Netherlands, on the airwaves and on the small screen. Generated from the voice recordings of 10 employees of the group, this AI voice has now replaced the voice of the Dutch actor, screenwriter and director Diederik Ebbinge. A great first for Dutch advertisers.
Under the guise of better embodying the brand, this initiative shows above all a desire to save time and money, as Mariëlle Rooswinkel, general director of marketing and communication, explains without taboo. Marketing Report – specialized Dutch media: “As a discounter, we are always looking for ways to make everyday purchases as cheap as possible for our customers. This voice is a great example.”. It is indeed difficult to compete with a virtual actor “available day and night”EDS “don’t catch a cold”, and which also exempts you from paying the franchise. This bold but risky new strategy could be emulated in a highly competitive economic environment where every cent counts.
If the possibilities offered by artificial intelligence are already encouraging advertisers, not all customers have the same enthusiasm, reading the rain of criticism that falls on social networks. A voice that is considered nasal or cold indeed, and would be similar to Hema’s voice. If some believe it was a late April Fool’s joke, others wonder if this crowded voice might not be cold after all…
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