Media > Use of Media
INDIE, Amsterdam / DOMINO'S PIZZA / 2011
Overview
Credits
Effectiveness
More than 200 participants spread their personal commercials among more than 200.000 friends.Orders went up with a staggering 27,2%.Which proves our insight: The Perfect Pepperoni Pizza Deal. A deal so perfect everybody can sell it.
Execution
With so many great one-takers it was very hard to choose. So we didn’t. Because every one-take performance was a good commercial and in contrary to all the talent shows on television, all our contestants were winners.
So without editing, EVERY ONE TAKE PERFORMANCE BECAME A COMMERCIAL.-24 on TV-215 onlineOnline we used all the participants as DOMINO’S AMBASSADORS. A year of free pizza for the star of the most ‘liked’ commercial was enough for them to start SPREADING THEIR PERSONAL COMMERCIAL like crazy.
Strategy
BRIEF: Domino’s Perfect Pepperoni Pizza is improved with a better sauce. And the people at Domino’s now offer it for only €3.95. They asked us to make this deal famous, using TV and social media to interact with the audience.INSIGHT: THIS PROMOTION IS SO GOOD PROBABLY EVERYBODY CAN SELL IT.
IDEA: We organized a GIGANTIC CASTING with hundreds totally different randomly chosen participants.
And to really prove our insight we gave everybody exactly 1 TAKE and 1 TAKE only to sell the Perfect Pepperoni Pizza.Hundreds of people were gathered through: classifieds in newspapers, classifieds in supermarkets, social media, 5 minute street castings and even random phonebook picks. On the casting day sandwich-board girls attracted people to the casting studio. Everyone was welcome and could bring friends and family to also take part in the casting.
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