Domino's Pizza®
Goal
Capture the attention of both existing and new consumers of Domino’s and reach those consumers when they are in a position to directly act on the promotional message by patronising the nearest Domino’s outlet.
Solutions
- NAVTEQ targeted India’s leading handset brand and served Domino’s ads on the higher end models in order to ensure that a consumer receiving the
Domino’s ad would consider the message attractive and relevant. - A banner ad was placed within a bookmarked section of premium Nokia portal,
Ovi Services - Weather, Events, Lonely Planet and Here & Now. - Consumers within 5km of the 176 participating outlets India-wide were served the ad.
Results
- 22.6% Clicked to Map: A first ever advertising campaign for Dominos where potential consumers were actually given navigation instructions – every step of the way, on the shortest route to the nearest Domino’s outlet. Drive or Walk, NAVTEQ delivered these consumers to Domnio’s in their preferred choice of commute.
- 10.8% Clicked to Call: These consumers chose to call the nearest Domino’s outlet for home delivery options, increasing secondary revenue opportunities for Dominos.
- 8% Clicked the Web: These consumers sought more information at Domino’s website, providing increased opportunities for Domino’s online data mining and consumer interaction.
- Overall Click Through Rate of 6.3% was achieved.
Trademarks used on this page are the property of their respective owners.
