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Industry: Catering industry
Market:United Arab Emirates
Style: Minimalism
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 how the promotion developed from concept to implementation
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 success of the promotion with both client and consumer including some quantifiable results:
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

Explain why the method of promotion was most relevant to the product or service
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.
Art Director:
Account Manager:
Other credit:Head Of Digital: Preethi Mariappan
Sr. Content Strategist: Melanie Clancy
Graphics/Motion Designer: Juan Behrens
User Interface Lead: Jerome Conde
Technical Lead: Navin Chauhan
Clio Awards 2013
Gold Digital/Mobile
Clio Awards 2013
Gold Direct
Clio Awards 2013
Silver Digital/Mobile Technique
User Experience
D&AD 2013
In-Book Digital Advertising
Digital Solutions
D&AD 2013
In-Book Mobile Marketing
Mobile Interaction & Experience
Cannes Lions International Festival of Creativity 2012
Bronze Media
Best Use of Mobile Devices
Cannes Lions International Festival of Creativity 2012
Bronze Promo
Best Use of Other Digital Media in a Promotional Campaign
London International Advertising Awards 2012
Bronze Digital
London International Advertising Awards 2012
Bronze Digital
EPICA (Europe's Premier Creative Awards) 2012
Bronze (Finalist) Media Usage & Branded Content
Media Innovation - Alternative Media
Meribel Ad Festival - Central Europe Cristal Awards 2012
Grand Cristal Future is Now
Meribel Ad Festival - Central Europe Cristal Awards 2012
Cristal Future is Now
Best Use of Creative Technologie
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