Cannes Lions

FAST FOOD

ARENA MEDIA , Mexico City / DOMINO'S PIZZA / 2011

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Overview

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Credits

Overview

Execution

A flipped communications funnel (targeted media used before mass media) was leveraged to recruit Current YPAs for the survey and then to build campaign momentum for the rest of Domino's consumers1. Targeted Media: YPAs (14 to 24 year-olds) were targeted through ads of young radio stars talking about Domino´s survey and its desire for reinvention. A 360° online campaign was also used to recruit YPAs for the survey.2. CableTV: A short TV campaign highlighted the survey results to re-engage with 1990’s YPAs.4. Event: Domino´s personally invited 300 of their best customers (mainly YPAs) to a VIP concert to pre-launch the new pizza.5. High Coverage Media: In its most important communication since 1990, “Domino’s has changed for you”, was presented in Radio and TV interviews starring real Domino's directors explaining and showing the transformation. The interviews were also supported with high coverage TV, Cinema, Radio and Online.

Outcome

Turning the communication funnel around proved to be a great idea as all goals were achieved:*Sales: first week +11% vs previous week. +6% Q4 sales*New clients by month: +50% at December of. Back to 2008 levels.*Penetration: Record since 2008 after three months**Purchase intention: 58% vs. 38% vs. last period*Repurchase: 1.24 to 1.27 per month *Household penetration: by store 7.5% vs. 5.8% vs. ly. *Awareness:17% vs. 9% last period*Top of mind: #2 to #1+14,000 Facebook Fans, 5,000 Twitter followers and 1,500 tweets (hashtag #mejoremosdominoscon)

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