Brand Tone

Value-driven and Economical, Simple and Straightforward, Reliable and Trustworthy (by association), Practical and No-Frills, Friendly and Approachable (in marketing)

Brand Values

• •Affordability
• •Simplicity
• •Value for Money
• •Flexibility
• •Transparency
• •Customer-centricity (in product design)

Best Practices

• •Prioritize Clarity and Simplicity: Avoid jargon and complex terminology. Explain plan features and benefits in plain, easy-to-understand language. Think 'no frills, just facts.'
• •Emphasize Value Consistently: Every piece of copy should, where appropriate, reinforce the value proposition – whether it's cost savings, generous inclusions (like data rollover or international calls), or the benefit of no lock-in contracts.
• •Use a Friendly and Approachable Voice: Even when discussing technical aspects like network coverage, maintain a helpful and human tone. Use contractions (e.g., 'it's,' 'you'll') to sound more conversational.
• •Be Direct and Honest: Clearly state what's included and what's not. While highlighting benefits, avoid over-promising or making claims that could be perceived as misleading. Build trust through transparency.
• •Focus on Customer Benefits, Not Just Features: Instead of just listing '50GB data,' explain what that means for the customer – '50GB of data, so you can stream, browse, and share without the worry.' Connect features to real-life advantages.

Social Perception

Positive Perception for Value Seekers, Trade-off Awareness, Good for Basic Needs, Trusted Due to ALDI Association and Telstra Network, Some Skepticism/Mixed Reviews on Customer Service

Copy Examples

• •Headline: Stop Overpaying for Mobile. Get ALDImobile. Body: Simple plans, great prices, and Australia's trusted network. Switch to ALDImobile today and keep more of your money where it belongs – in your pocket. No frills, just fantastic value.
• •Headline: Your Data Called. It Wants to Roll Over. Body: Don't lose what you don't use! With ALDImobile's data rollover on eligible plans, your unused data gets a second chance. Smart, simple, and seriously good value.
• •Headline: Mobile Plans That Actually Make Sense. (And Save You Cents!) Body: Tired of confusing contracts and surprise fees? ALDImobile offers straightforward prepaid plans packed with value. Choose what you need, pay a great price, and enjoy reliable coverage. Easy!
• •Headline: Big Network Benefits. Not-So-Big Prices. Body: Get the coverage you need without the premium price tag. ALDImobile uses parts of Telstra's trusted network to keep you connected for less. Why pay more for your mobile?
• •Headline: Finally, a Mobile Plan Your Whole Family (and Wallet) Will Love. Body: Say goodbye to complicated family bundles and hello to simple savings! ALDImobile’s family plans offer generous shared data and the flexibility your family needs, all at a price that makes everyone happy.