Media > Use of Media
MAGNET DEMO
QUORUM/NAZCA SAATCHI & SAATCHI, Lima / TELEPIZZA / 2012
Overview
Credits
Overview
Effectiveness
The first live demo on a fridge improved our brand awareness and by the end of the first month of handing out our magnets, the delivery orders made to our call centres increased by 33%. Our brand became the first one in its category to use this media in an innovative and memorable way.
Execution
We decided to compete in the media where most of the time, the final decision of who to call is made: our customer´s fridge.We created a pizza shapped magnet, but with a light interference between the magnet and the fridge. By doing this, as the magnet was placed on the fridge´s surface it slided smoothly in a downwards movement until it reached the fridge´s’ bottom. When our customers checked the magnet´s back to see what happened, they could read a message which revealed our product’s main attribute: “Now, you know which is the most massive pizza. Give us a call.” The first live demo on a fridge was born!
Strategy
Telepizza has a main attribute to communicate: Massive pizzas. However because this brand has just entered the market, its advertising budget is a mere fraction of its competitors´s. Bearing this in mind we found the perfect media to compete as equals: our customer´s fridge.The fridge, most of the time, is the media where customers make the decision of who to call. The real “battle” between delivery businesses takes place there! This is why to convey Telepizzas main attribute we decided to create the first demo on a fridge surface.
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