| Title | AMAZING COUPON FESTIVAL -2012 |
| Brand | DOMINO'S PIZZA |
| Product / Service | DOMINO'S PIZZA |
| Category | A06. Best Use of Other Digital Platforms in a Direct Campaign |
| Entrant | ADK JAPAN Tokyo, JAPAN |
| Entrant Company | ADK JAPAN Tokyo, JAPAN |
| Advertising Agency | ADK JAPAN Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Akira Takahashi | Illustrator | |
| Koichiro Nishizawa | Dreamdesign Co./Ltd | Art Director/Planner |
| Yusuke Shimazu | Dreamdesign Co./Ltd | Creative Director/Planner/Copywriter |
| Junichiro Iwai | Dreamdesign Co./Ltd | Web Director |
| Eiichiro Ooshiro | Dreamdesign Co./Ltd | Producer |
| Ayaka Hashimoto | Asatsu-Dk.inc | Account Executive |
| Chiaki Noro | Asatsu-Dk.inc | Account Executive |
| Jinsuke Mizuno | Asatsu-Dk.inc | Campaign Producer |
| Toshihiro Kaneyuki | Asatsu-Dk.inc | Toshihiro Kaneyuki |
In 2011, for a limited time of only 3 weeks, our new AMAZING COUPON FESTIVAL attracted 7,500 participants. Following this great success, in 2012, the upgraded coupon campaign returned to get more new customers.Customers could choose one or all discounts that are most suitable. If they post a comment to Twitter or FB when they use the coupon, they would receive a discount coupon. When this is combined with the discount for online orders.To take advantage of the discount, they needed to be verified by the delivery crew. It could make either sales and buzz.
For pizza delivery, direct contact with the customer is limited to a short time at the door. With only a short encounter, there is no personal communication between customers and delivery staff. We tried to create a buzz with unusual conditions/exceptional naming and attracted many customers. It was up to the delivery staff to decide whether a customer met the unique conditions, and communication and laughter between delivery staff and customers was generated at the door.
To create an opportunity for communication between delivery staff and customers at the door. We set-up a first-time-ever coupon campaign of “if you fulfill the unique condition, you can get a discount” and announced it on the website.
From the 1st day of the campaign, it went viral exponentially and created a buzz through SNS. It generated more than 40K tweets on launch day and ranked #1 for Yahoo! keyword searches. Moreover, actual delivery scenes were covered extensively on TV, internet news and SNS. Among 2,925 participants in this campaign as much as 32.9% were new customers.