PIZZA TRACKING SHOW by ADK Asatsu-DK Tokyo, Bascule Tokyo for Domino's Pizza

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PIZZA TRACKING SHOW

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Industry Cafe
Media Promo & PR
Market Japan
Agency ADK Asatsu-DK Tokyo
Strategic Planner Toshihiro Kaneyuki
Agency Bascule Tokyo
Producer Ken-Ichiro Tanaka
Strategic Planner Hajime Muto
Released July 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: DOMINO'S PIZZA JAPAN
Product/Service: DOMINO'S PIZZA
Agency: ASATSU-DK
Agency: BASCULE
Date of First Appearance: Jul 29 2009 12:00AM
Entrant Company: ASATSU-DK, Tokyo, JAPAN
Entry URL: http://www.dominos.jp/
Account Service: Masashi Ariizumi / Tomofumi Inagaki (Asatsu-Dk)
Strategic Planner: Toshihiro Kaneyuki / Hajime Muto (Asatsu-Dk)
Communication Planner: Shunsuke Kaga (Asatsu-Dk)
Creative Supeviser: Masayoshi Boku (Bascule)
Creative Director / Director / Copywriter: Nobuo Hara (Bascule)
Art Director / Designer: Yoshimi Kawai (Bascule)
Technical Director / Flash Developer: Masami Onodera (Bascule)
Producer: Ken-Ichiro Tanaka (Bascule)
Project Manager: Yasushi Ishikawa (Bascule)
Web - Public Relations Planner: Satoshi Shinjin (Catchball)
Public Relations Planner: Taeko Yoshimoto / Naoki Higuchi/Fuyuka Arita (Antil Inc.)
Production Manager: Yosuke Miyauchi (ADK Arts)
Media placement: Web Banner - Yahoo!, Mixi, You Tube, Etc - 20 July 2009
Media placement: Vision - Shibuya, Akihabara, Ikebukuro - 11 September 2009
Media placement: Train Vision - Seibu Railway - 11 September 2009

Describe the objective of the promotion.
The aim was to activate use of the Web order system with the purpose of having customers select Domino’s Pizza when placed in the situation of ordering delivery pizza.

Describe how the promotion developed from concept to implementation
We developed an order-linked service available only for Web orders that focuses on the “wearisome period of time” during which, the customer is waiting for their pizza to arrive and that combines an “order tracking service” with “branded entertainment.” Customers who were waiting for their pizza to arrive were able to enjoy a pizza-making show that was created specifically for their own order, while checking the progress of their own pizza.

Describe the success of the promotion with both client and consumer including some quantifiable results
Achieved PR exposure through a total of more than 500 media blogs. Even though more than half a year has passed since the service was first launched, there continues to be fresh narratives featured on blogs regularly. After the contents became available, 1.The number of accesses to the site to place a Web order grew by approximately 216%. 2.Approximately 150,000 people newly registered as members to place Web orders. 3.The percentage of overall sales accounted for by Web orders reached approximately 40%. (In Japan, the Telephone order is a main current)

Explain why the method of promotion was most relevant to the product or service
By providing a new perception centering on the utility of an order tracking service that combines the “reality” of ordering a pizza with the “unreality” of entertainment, the service garnered attention mainly on blogs and by word of mouth, and we succeeded in differentiating ourselves from competitors. Furthermore, as the contents are linked to orders, the service is directly connected as is to promoting the use of the Web ordering system.