Domino's Pizza Promo Domino's Pizza: DOMINO'S APP by Hakuhodo Tokyo

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Domino's Pizza: DOMINO'S APP

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Industry Fast food outlets & restaurants, Cafe
Media Promo & PR
Market Japan
Agency Hakuhodo Tokyo
Director Yuko Hasegawa
Copywriter Nobuhiro Arai
Designer Roy Philippe
Released June 2011


Cannes Lions 2011
Promo & Activation Lions Retail (Incl. Restaurants) Bronze

Credits & Description

Type of Entry: Product & Service
Category: Retail (Incl. Restaurants)
Advertiser/Client: DOMINO'S PIZZA
Product/Service: RESTAURANT
Entrant Company: HAKUHODO Tokyo, JAPAN
Sales Promotion/Advertising Agency: HAKUHODO Tokyo, JAPAN
Interactive Producer: Hiroshi Hori (Hakuhodo)
Interactive Planner: Keiichi Motoyama (Hakuhodo)
Interactive Planner: Masahiko Inada (Hakuhodo)
Copywriter: Nobuhiro Arai (Hakuhodo)
Director: Yuko Hasegawa (KAYAC)
System Director/Programmer: Shinichiro Sei (KAYAC)
Programmer/Sound Designer: Koujiro Seo (KAYAC)
Programmer: Daisuke Murase (KAYAC)
Programmer: Junpei Sato (KAYAC)
Programmer: Yoshihiro Sugi (KAYAC)
Programmer: Shuichi Tsutsumi (KAYAC)
Designer: Roy Philippe (KAYAC)
User Interface Director: Yusuke Mitsuo (A.C.O.)
Art Director/Designer: James Bowskill (A.C.O.)
Public Relations Planner: Yui Takeuchi (Hakuhodo DY Intersolutions)
Public Relations Planner: Kazuhiro Tabata (Hakuhodo DY intersolutions)
Agency Account Director: Masaru Tahara (Hakuhodo)
Agency Account Director: Tomoo Ishikawa (Hakuhodo)
Agency Account Director: Kiyomi Wada (Hakuhodo)
Describe the brief from the client:
Domino's Pizza, the first delivery pizza chain imported to Japan, kept driving the market. However, recently Domino's Pizza slumped to the third place. In Japan, delivery pizza market is competitive and oversaturated. Our mission is to increase sales under this condition.
Our strategy for accomplishment of this goal is not only to show ads to new customers, but also to create a new market by building a new food culture. So where does a new market exist? Our answer is OUTDOORS. "People order delivery pizza to their houses." We broke this stereotype by creating a smart-phone application "Domino's App".
Describe how the promotion developed from concept to implementation:
We created a smart-phone application "Domino's App", the world's 1st GPS delivery service which can deliver pizza to anywhere users are. It broke the stereotype that "normally people order delivery pizza in the house" and stimulated our hidden appetite. It got great attention both online and in the mass media. It was downloaded over 160,000 times and took 1st place in iTunes App Store. Then, it succeeded in creating a new market and created over $2 million in sales in only 7months.
Describe the success of the promotion with both client and consumer including some quantifiable results:
More than 200,000 downloads and 1st place in iTunes App Store. It created over $4million (\427,023,362) in sales in only 1 year.
Sales cost per order: 2,424 (about$20). Total number of orders: 176,115.
It created massive buzz on social web services such as Twitter, blogs, and SNS. The Domino's app was featured on the nationwide TV news programs and magazines without any payment of media fees.
Explain why the method of promotion was most relevant to the product or service:
Even if Domino's pizza focuses on classic advertising media, such as TV and newspaper, the effect might only be temporary. We believed that Domino's Pizza has to revolutionise advertising communication. Thus, we created not classical ads but an innovative marketing platform. Domino's app is a platform which can sell their products directly to whoever has an iPhone, including existing and new consumers. At the same time, it realised the continual communication to consumers by sending a brand message, press release, and coupons.