Advertiser: DOMINO’S PIZZA JAPAN
Agency: ADK JAPAN
Category: Social Media & Viral Marketing
Producer: Eiichiro Ooshiro (Dreamdesign Co.)
Illustrator: Akira Takahashi
Account Executive: Chiaki Noro (ADK)
Campaign Producer: Jinsuke Mizuno (ADK)
Web Director: Junichiro Iwai (Dreamdesign Co.)
Executive Campaign Producer: Toshihiro Kaneyuki (ADK)
Art Director/Planner: Koichiro Nishizawa (Dreamdesign Co.)
Creative Director/Planner/Copywriter: Yusuke Shimazu (Dreamdesign Co.)
Account Executive: Ayaka Hashimoto (ADK)
Implementation
To create an opportunity for communication between delivery staff and customers at the door. We set-up a first-time-ever coupon campaign of 'if you fulfill the unique condition, you can get a discount' and announced it on the website.
Execution
For pizza delivery, direct contact with the customer is limited to a short time at the door. With only a short encounter, there is no personal communication between customers and delivery staff. We tried to create a buzz with unusual conditions/exceptional naming and attracted many customers. It was up to the delivery staff to decide whether a customer met the unique conditions, and communication and laughter between delivery staff and customers was generated at the door.
Client Brief Or Objective
In 2011, for a limited time of only 3 weeks, our new AMAZING COUPON FESTIVAL attracted 7,500 participants. Following this great success, in 2012, the upgraded coupon campaign returned to get more new customers. Customers could choose one or all discounts that are most suitable. When they post a comment to Twitter or Facebook when they choose the coupon, they receive a discount coupon. This is combined with the discount for online orders. To take advantage of the discount, they needed to be verified by the delivery crew. It could make either sales and buzz.
Outcome
From the 1st day of the campaign, it went viral exponentially and created a buzz through SNS. It generated more than 40,000 tweets on launch day and ranked #1 for Yahoo! keyword searches. Moreover, actual delivery scenes were covered extensively on TV, internet news and SNS. Among 2,925 participants in this campaign as much as 32.9% were new customers.