Pizza2Dom Promo, Case study ITALIANS RECOMMEND by Neft

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Industry Fast food
Media Promo & PR, Case study
Market Russia
Agency Neft
Art Director Alex Rey
Copywriter Igor Ivanov
Released July 2011

Credits & Description

Category: Best Launch or Re-launch
Advertiser: PIZZA2DOM
Product/Service: BRAND PROMOTION
Agency: NEFT
Creative Director: Igor Ivanov (Нёфть)
Creative Director: Alex Rey (Нёфть)
Account Manager: Kostya Zhilin (Нёфть)
Copywriter: Igor Ivanov (Нёфть)
Art Director: Alex Rey (Нёфть)
Media placement: Event - Streets Near A Pizzeria - 1 July 2011

Summary of the Campaign
BRIEF - How to let people know that a new pizza place opened up in the neighbourhood?

INSIGHT - Who best understands a pizza? Of course the Italians!

The Situation
Nobody knew that near them opened a new pizzeria.

The Goal
How do you let people know that a new pizza place opened up in the neighbourhood?
And it's not just any pizza place.: it's delicious, and truly Italian.

The Strategy
To lure the Italian tourists through our advertising.

A Russian guide and a group of Italian tourists are walking through the neighbourhood with a print-out of Google Maps and talking:

"A new pizzeria opened here. The Italian Embassy recommended this place to us! We went out of our way 2 hours to travel here! Here it is on the map! Help us find it!"

Documented Results
On the second day visits went up by 7%

Budget - 6 pizzas