Out-of-home takeover
Out of Sight
Sometimes, even a great store needs a little help getting noticed. After an ALDI location opened in Miami in 2023, foot traffic remained low due to limited visibility from the main road. We needed to find a way to put this store on the map—literally. The goal was to reach shoppers where they already were, build awareness within the surrounding community, and give people a reason to stop by. This called for a targeted local marketing approach that could make a big impression in a short amount of time.
The big takeover
With a clear goal in mind, I helped turn the challenge into an opportunity through a fast-tracked, high-impact out-of-home (OOH) campaign. We secured two strategic placements: a traditional billboard directly across from the store and an immersive takeover of a nearby Metrorail station. From developing strategic and creative briefs to facilitating rounds of creative feedback and coordinating with cross-functional partners, I helped keep every piece moving from concept to execution. The idea was simple: if shoppers weren't noticing the store, we'd bring ALDI directly into their everyday routines and make the brand impossible to overlook.
Visibility to visits
The campaign brought ALDI into the spotlight through placements designed to capture attention and connect with shoppers throughout their daily commutes. And the impact went beyond visibility. Store leadership reported a direct influx of new customers attributed to the billboard and Metro-rail station takeover. While we didn't have a specific traffic lift to share, hearing that the campaign was bringing new shoppers through the doors was a meaningful result. It was a great example of how thoughtful local marketing, strategic placement, and strong cross-team collaboration can help turn awareness into action.
My favorite part of this structure is that each headline has its own personality, but the three work together to tell one cohesive story. It also gives you room to showcase the actual billboard and station takeover photos alongside each section, so the visuals can help tell the story without making the copy feel too long.
