Red Tomato Film, Digital VIP FRIDGE MAGNET by TBWA\RAAD Dubai

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Industry Restaurants, Pubs & Bars
Media Film, Digital, Interactive & Mobile
Market United Arab Emirates
Agency TBWA\RAAD Dubai
Producer Kishore Ramachandran
Released May 2012


Cannes Lions 2012
Media Lions Best Use of Mobile Devices Bronze
Promo and Activation Lions Best Use of Other Digital Media in a Promotional Campaign Bronze

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Use of Other Digital Media in a Promotional Campaign
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)
Describe the brief from the client
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'.
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 strategy was to make home delivery from Red Tomato a special experience in a way no brand had done before.

Describe the creative solution to the brief/objective.

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 favourite Red Tomato pizza whenever a craving struck. And if fans found a new favourite, 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.

Describe the results in as much detail as possible.

In just 4 weeks, on a total marketing budget of $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 $8m in free media
Franchisee opportunities around the world

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. The VIP Fridge Magnet is the world’s first one-push pizza delivery service, exclusively for Red Tomato’s most loyal customers.
Finally, we helped Red Tomato customers enjoy ordering their favourite pizzas! This new kind of customer engagement increased orders and earned the pizzeria word-of-mouth and buzz that money just can't buy.