Red Tomato Promo, Case study VIP FRIDGE MAGNET by TBWA\RAAD Dubai

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Industry Restaurants, Pubs & Bars
Media Promo & PR, Case study
Market United Arab Emirates
Agency TBWA\RAAD Dubai
Producer Kishore Ramachandran
Released February 2012

Credits & Description

Category: Retail and E-commerce, including Restaurants
Product/Service: RESTAURANT
Head Of Digital: Preethi Mariappan (TBWA / RAAD)
Senior Interactive Art Director: Rafael Guida (TBWA / RAAD)
Senior Content Strategist: Melanie Clancy (TBWA / RAAD)
Producer: Kishore Ramachandran (TBWA / RAAD)
Graphics/Motion Designer: Juan Behrens (TBWA / RAAD)
User Interface Lead: Jerome Conde (TBWA / RAAD)
Technical Lead: Navin Chauhan (TBWA / RAAD)
Account Executive: Mohammad Khan (TBWA / RAAD)
Account Executive: Weam Elhila (TBWA / RAAD)
Media placement: Online - YouTube - Teaser Video - 7 February 2012
Media placement: Direct - Door Drop - Fridge Magnet - 12 February 2012
Media placement: Online - Red Tomato Website - Registration - 7 February 2012

Summary of the Campaign
All the big pizza players with their big budgets are in Dubai. So how can a small pizzeria compete on a limited budget?

Over 200 nationalities and subsequent language barriers make ordering a pizza more frustrating than convenient. So we turned this into an opportunity. We invented a new pizza delivery system that helps loyal customers feel valued, makes ordering 1-touch and helps Red Tomato pizzeria stand out from the big brands.

The VIP Fridge Magnet is no ordinary fridge magnet: it doubles as a pizza emergency button! In addition, a YouTube teaser video was created to make other customers realise what they were missing out on.

On a total marketing budget of US$9,000, the campaign earned coverage globally: Good Morning America, FOX News, Forbes, Esquire, Wired, ABC News and many more totaling over $8m in free media. Pizza deliveries increased by 500%, and Red Tomato pizza received franchisee opportunities from around the world. In the end, the small pizzeria in Dubai made it big!

The Situation
Red Tomato is a neighbourhood pizzeria wanting to drive loyalty with existing customers and increase delivery orders. Going up against multinational pizza chains, they were losing to big budget ad campaigns and 'value deals'.

The Goal
We had to find an idea that would resonate with customers beyond deals and toppings. So we found a local insight: while home delivery is popular in Dubai, with over 200 nationalities, placing and receiving the right order is usually riddled with communication problems. Our goal was to make home delivery from Red Tomato a special experience in a way no brand had done before.

The Strategy
The VIP Fridge Magnet uses tech innovation to drive convenience and create a personal, one-of-a-kind experience at the same time. Instead of a campaign, we developed a game-changer product and a new way for the brand to deliver customer satisfaction.

It is the world’s first 1-push pizza delivery service, exclusively for Red Tomato’s most loyal customers. And it helps Red Tomato customers enjoy ordering their favorite pizzas, and overcome communication roadblocks.

This new kind of customer engagement increased orders and earned the pizzeria word-of-mouth and buzz that money just can't buy.

In mid-February, we delivered Red Tomato fridge magnets to loyal customers via pizza delivery drivers over 4 weeks.

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.

In addition, a YouTube teaser video was created to make other customers realise what they were missing out on.

Documented Results
In just 4 weeks,
On a total marketing budget of US$9,000:
Deliveries increased by 500%
3,240 requests from existing customers
97,133 requests from new customers
Over 12,000 mentions
9,400 news stories worldwide
Over US$8m in free media
Franchisee opportunities around the world