Brand Experience and Activation > Product/Service
DOOR VIEWER
QUORUM/NAZCA SAATCHI & SAATCHI, Lima / PAPA JOHN'S / 2006
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
People have a wide range of fast food options and promos to choose from.
Our goal: impress Papa John’s pizza delivery promotion on people’s minds, setting the brand apart from its competitors.Challenges we faced: Papa John’s wasn’t a very well known name on the market (just a year and a half from its arrival) and we faced the huge disadvantage of having the same promotion like all others: A large pizza for $19.90.
Execution
We weren’t alowed to change the promotion.Then we thought about the media, and find out that most international fast food chains communicate their promos on print or TV campaigns.How good is it to reach a client who can’t get your pizza because it's out of your delivery area?We decided to use a new media and focused only on the customers that lived around Papa John’ delimited zone.We ended up creating the best media for a pizza delivery promotion, and the exact link between the customers and the Papa John’s pizza boy: the door viewer.
Outcome
Phone calls and sales increased almost 80%, and Papa John’s achieved a huge awareness with a budget of less than $200.The smallest poster ever made beat TV and print campaigns, just by being with our promotion at the right place and time. Literally.
Relevancy
The client and the new media we decided to use were absolutely linked.Imagine you are at home at about 7pm and somebody rings the bell.You head to your entrance door, and when you see through the door viewer, there’s a Papa John’s pizza boy right there in front of you, with “your order”.The message is clear, the phone number is printed on the pizza box, and the promotional coupon is attached to the best possible media for a pizza delivery: your door viewer.
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