Telepizza Директ MAGNET DEMO Quorum Saatchi & Saatchi Lima


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Отрасль Рестораны, Пабы и Бары, Кафе
Медиа Директ
Рынок Перу
Агенство Quorum Saatchi & Saatchi Lima
Executive Creative Director Emilio Diaz, Oscar Tamayo H., Erick Galván
Art Director Andres Villalobos
Copywriter José Miguel Rivera, Xavier Lagos
Producer Andrea Del Valle, Ursula Mesinas
Account Supervisor Gaby Mendez
Выпущено февраля 2012

Кредитсы и описание

Category: Retail & E-Commerce, including Restaurants
Advertiser: TELEPIZZA
Product/Service: MASSIVE PIZZAS
Executive Creative Director: José Miguel Rivera (Quorum / Nazca Saatchi & Saatchi)
Executive Creative Director: Erick Galvan (Quorum / Nazca Saatchi & Saatchi)
Executive Creative Director: Emilio Diaz (Quorum / Nazca Saatchi & Saatchi)
Executive Creative Director: Oscar Tamayo H. (Quorum / Nazca Saatchi & Saatchi)
Copywriter: José Miguel Rivera (Quorum / Nazca Saatchi & Saatchi)
Copywriter: Xavier Lagos (Quorum / Nazca Saatchi & Saatchi)
Art Director: Andres Villalobos (Quorum / Nazca Saatchi & Saatchi)
Account Director: Diego Reves (Quorum / Nazca Saatchi & Saatchi)
Account Supervisor: Gaby Mendez (Quorum / Nazca Saatchi & Saatchi)
Producer: Andrea Del Valle (Quorum / Nazca Saatchi & Saatchi)
Producer: Ursula Mesinas (Quorum / Nazca Saatchi & Saatchi)
Media placement: ALTERNATIVE MEDIA - FRIDGE - 02 FEB 2012

Describe the brief/objective of the direct campaign.
Telepizza has a main attribute to convey to its potential customers: massive pizzas. However, because this brand has just entered the market, it doesn´t have a big advertising budget like its competitors to communicate this attribute and become known. We needed to find an inexpensive way to do the job.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided to compete in the place where the final decision of which delivery business to call is made: our customer´s fridge.

We created a pizza-shaped magnet, but with some interference between the magnet and the fridge. When the magnet was placed on the fridge's surface it slid smoothly in a downwards movement until it reached the fridge's bottom demonstrating (live) our product's main benefit.

When customers checked the magnet's back to see what happened, they could read a message which revealed our product’s main attribute: 'Now, you know which is the most massive pizza. Give us a call.'

Explain why the creative execution was relevant to the product or service.
In the food delivery business, the fridge is the media where the decision of who to call is made. The real battle between deliveries takes place here, so a real demo in this media to show our main attribute 'massive pizzas' was relevant to stand out from the competition and motivate our clients preference.

Our brand became the first one in its category to use this media in an innovative and memorable way to promote a delivery business.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The first live demo on a fridge improved our brand awareness and by the end of the first month of handing out our magnets, the delivery orders made to our call centres increased by 33%. We can say that Telepizza is no longer a stranger in the market and has already starting to build up a relationship with its customers with an advertising investment of less than US$ 400.