|Brand||DOMINO'S PIZZA JAPAN|
|Product / Service||MOBILE APPLICATION|
|Category||A04. Direct Response Digital Media|
|Entrant||HAKUHODO Tokyo, JAPAN|
|Entrant Company:||HAKUHODO Tokyo, JAPAN|
|DM/Advertising Agency:||HAKUHODO Tokyo, JAPAN|
|Hiroshi Hori||Hakuhodo Inc.||Interacitve Producer|
|Keiichi Motoyama||Hakuhodo Inc.||Interacitve Planner|
|Masahiko Inada||Hakuhodo Inc.||Interacitve Planner|
|Nobuhiro Arai||Hakuhodo Inc.||Copywriter|
|Yuko Hasegawa||KAYAC Inc.||Director|
|Shinichiro Sei||KAYAC Inc.||System Director/Programmer|
|Koujiro Seo||KAYAC Inc.||Programmer/Sound Designer|
|Daisuke Murase||KAYAC Inc.||Programmer|
|Junpei Sato||KAYAC Inc.||Programmer|
|Yoshihiro Sugi||KAYAC Inc.||Programmer|
|Shuichi Tsutsumi||KAYAC Inc.||Programmer|
|Roy Philippe||KAYAC Inc.||Designer|
|Yusuke Mitsuo||A.C.O. Inc.||UI Director|
|James Bowskill||A.C.O. Inc.||Art Director/Designer|
|Yui Takeuchi||Hakuhodo DY intersolutions||PR Planner|
|Kazuhiro Tabata||Hakuhodo DY intersolutions||PR Planner|
|Masaru Tahara||Hakuhodo||Agency Account Director|
|Tomoo Ishikawa||Hakuhodo||Agency Account Director|
|Kiyomi Wada||Hakuhodo||Agency Account Director|
Domino's Pizza, the first delivery pizza chain imported to Japan, kept driving the market. However, recently Domino's Pizza slumped to the third place. In Japan, delivery pizza market is competitive and oversaturated. Our mission is to increase sales under this condition. Our strategy for accomplishment of this goal is not only to show ads to new customers, but also to create a new market by building a new food culture. So where does a new market exist? Our answer is OUTDOORS. "People order delivery pizza to their houses." We broke this stereotype by creating only one smart-phone application "Domino's App".
In Japan, delivery pizza market is competitive and oversaturated. Even if Domino's pizza focuses on classic advertising media, such as TV and newspaper, the effect might be temporary in the red ocean. We believed that Domino's Pizza has to revolutionize advertising communication. Thus, we created not classical ads but an innovative marketing platform. Domino's app is a platform which can sell their products directly to whoever has iPhone, including existing and new consumers. At the same time, it realized the continual communication to consumers by sending a brand message, press release, and coupons. Domino's app must appropriate to the brand.
We created a smart-phone application "Domino's App", the world's 1st GPS delivery service which can deliver pizza to anywhere users are. It broke the stereotype that "normally people order delivery pizza in the house" and stimulated our hidden appetite. It got great attention both online and in the mass media. It was downloaded 123,141times and took 1st place in iTunes App Store. Then, it succeeded in creating a new market and created over $1million in sales in only 4 months.
- More than 120,000 downloads and 1st place in iTunes App Store. - It created over $1million (100,773,514 Yen) in sales in only 4 months - Sales cost per order: 2,373 Yen (about $20) - It created massive buzz on social web service, such as Twitter, blogs, and SNS. Domino's app was featured on the nationwide TV news programs and magazines without any payment of media fee.