Red Tomato Digital VIP Fridge Magnet by TBWA\RAAD Dubai

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VIP Fridge Magnet

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Industry Fast food
Media Digital, Interactive & Mobile
Market United Arab Emirates
Agency TBWA\RAAD Dubai
Creative Director Preethi Mariappan
Art Director Rafael Guida Ogilvyone Hk
Copywriter Melanie Clancy
Released May 2012


London International Awards 2012
Digital Innovative Use of Digital Short List

Credits & Description

Entrant: TBWA\RAAD, Dubai
Red Tomato Pizza - "VIP Fridge Magnet"
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Account Executives: Mohammad Khan/Weam Elhila
Corporate Name of Client: Red Tomato Pizza
Agency: TBWA\RAAD, Dubai
Creative Director: Preethi Mariappan
Copywriter: Melanie Clancy
Art Director: Rafael Guida
Agency Producer: Kishore Ramachandran
Animator: Juan Behrens
User Interface Lead: Jerome Conde
Technical Lead: Navin Chauhan
Description of the Project
Red Tomato is a neighborhood pizzeria wanting to drive loyalty with existing customers and increase delivery orders. Going up against multinational chains, they were losing to big budget ad campaigns and 'value deals'.
We had to find an idea that would resonate with customers beyond deals and toppings. So we found a local insight. Home delivery is popular in Dubai, but with over 200 nationalities, placing and receiving the right order is usually riddled with communication problems. Our strategy was to make home delivery from Red Tomato a special experience in a way no brand had done before.
We delivered Red Tomato fridge magnets to loyal customers. The twist? The magnet doubles as the ultimate VIP pizza emergency button! Customers could activate it by connecting through Bluetooth® with their mobile phones. With just the press of a button, it would automatically place an order for their favorite Red Tomato pizza whenever a craving struck. And if fans found a new favorite, they could simply edit their preferred order online, with the pizza magnet updating their selection on the spot. A YouTube teaser video was created to make other customers realize what they were missing out on.