Envisage Agency Case Study – Creating an Engaging PR Shoot for ALDI

On Thursday, 8th June 2023, ALDI, the renowned supermarket chain, collaborated with Envisage Agency to create an immersive and engaging PR shoot in St Ann’s Square, Manchester. The objective was to showcase ALDI’s promotional campaign offering a free glass of wine through a billboard.

Envisage Agency recruited a diverse crowd of 13 individuals to participate in the shoot, comprising eight men and seven women of various backgrounds, ages, and ethnicities. Their role was to interact with the billboard, queue for wine, fill their glasses using the taps, and engage with each other as ‘friends.’

Background

ALDI, known for its high-quality products at affordable prices, aimed to generate buzz and raise awareness for its free wine offer through a creative PR shoot. Envisage Agency, a reputable event staffing company, was tasked with assembling a diverse crowd to bring life to the shoot and create an authentic atmosphere that resonated with ALDI’s target audience.

Event Execution
St Ann’s Square in Manchester served as the backdrop for the shoot. The set featured a billboard displaying the offer of a free glass of wine. The recruited actors and models played the role of everyday commuters and passers-by, creating a realistic and relatable scene.

Roles and Responsibilities
The crowd members, carefully selected by Envisage Agency, had specific duties to fulfil during the shoot:

Engaging with the Billboard – The participants were tasked with showing genuine interest and engagement with the billboard. They observed the promotional message, demonstrating curiosity and intrigue, effectively conveying the value of ALDI’s offer to onlookers.

Queuing for Wine – To create an authentic atmosphere, the crowd members formed a queue, highlighting the popularity and desirability of the free glass of wine. This not only captured attention but also showcased ALDI’s ability to cater to a diverse customer base.

Filling Glasses from the Billboard – The participants interacted with the innovative taps on the billboard, showcasing the simplicity and convenience of the wine distribution process. Their actions portrayed a seamless experience, reinforcing ALDI’s commitment to providing accessible and enjoyable products to its customers.

Engaging as ‘Friends’ – The crowd members were encouraged to interact with each other, mimicking a friendly gathering. This engagement included clinking glasses, conversing, and sharing moments of enjoyment, creating an atmosphere of camaraderie and celebration.

Results and Impact of the Hired Crowd

The collaboration between ALDI and Envisage Agency resulted in a successful and visually captivating PR shoot. The presence of a diverse crowd brought authenticity and relatability to the scene, appealing to ALDI’s broad customer base. The shoot created a buzz in St Ann’s Square, attracting the attention of passers-by, encouraging them to explore the promotion and visit ALDI stores.

The engagement of the crowd members, their genuine interest in the billboard, and the portrayal of a vibrant social gathering enhanced the overall appeal of ALDI’s campaign. The images and footage captured during the shoot proved highly shareable on social media platforms, amplifying ALDI’s message and extending the campaign’s reach beyond the physical location.

Conclusion:
By hiring a diverse crowd through Envisage Agency for their PR shoot, ALDI successfully brought their promotional campaign to life. The enthusiastic participation of the crowd members created an immersive experience that captured attention, fostered engagement, and generated interest in ALDI’s offer. This collaboration between ALDI and Envisage Agency exemplified the power of strategic staffing and creative execution in achieving impactful brand promotion.