Cannes Lions

RESTAURANT

HAKUHODO, Tokyo / DOMINO'S PIZZA / 2011

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Presentation Image

Overview

Entries

Credits

Overview

Execution

We created a smart-phone application "Domino's App", the world's 1st GPS delivery service which can deliver pizza to anywhere users are. It broke the stereotype that "normally people order delivery pizza in the house" and stimulated our hidden appetite. It got great attention both online and in the mass media. It was downloaded over 160,000 times and took 1st place in iTunes App Store. Then, it succeeded in creating a new market and created over $2 million in sales in only 7months.

Outcome

More than 200,000 downloads and 1st place in iTunes App Store. It created over $4million (\427,023,362) in sales in only 1 year.

Sales cost per order: 2,424 (about$20). Total number of orders: 176,115.

It created massive buzz on social web services such as Twitter, blogs, and SNS. The Domino's app was featured on the nationwide TV news programs and magazines without any payment of media fees.

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