WATERDROP AD

Short List
TitleWATERDROP AD
BrandDOMINO'S PIZZA
Product / ServicePIZZA
CategoryB03. Consumer Services
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Entrant Company INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency INNOCEAN WORLDWIDE Seoul, SOUTH KOREA

Credits

Name Company Position
Sang Hoon Back Dop
Seung Hwan Jeong Stone Sound Sound Design
Eun Suk Gee Vixen 2d
Se Jin You Pulpomano Edit
Seong-Hoon Yoo Element Director
Min-Pyo Choi Planit Production Producer
Ji-Young Lim Planit Production Executive Producer
Seung Woo Nam Innocean Worldwide Account Executive
Se-Ra Lee Innocean Worldwide Account Executive
Byoung-Hun Cho Innocean Worldwide Account Executive
Hee-Gon Suh Innocean Worldwide Account Executive
Se Hee Kim Innocean Worldwide Copywriter
Hun-Im Innocean Worldwide Art Director
Bae Seung Kim Innocean Worldwide Agency Pd
Suk Kyung Kang Innocean Worldwide Copywriter
Young-Ho Hwang Innocean Worldwide Art Director
Yeo Reum Shin Innocean Worldwide Copywriter
Sung Chul Kwon Innocean Worldwide Art Director
Jung A Kim Innocean Worldwide Creative Director

Results and Effectiveness

<Result> 750% Take- out sales 450% Store visits 80% 2-4PM Promotion awareness Domino’s plans to expand Waterdrop ads to every store nationwide.

Creative Execution

<Solution> The Waterdrop Ad Between 2 and 4pm the bicycle goes around the neighborhood. As the bicycle goes by, an AD is written on the street with water. Consumers see the message, learn the store’s location. And later, the sun slowly dries it up. Nothing left.

Insights, Strategy and the Idea

<Background> -Domino’s pizza is highly recognized as a delivery brand -So, take-out purchase rates are very low -The lowest purchase rates is between 2-4pm on a weekday - 40% promotional discount is in progress for Takeout orders but there’s no sign of changes on purchase rates. <Problem> -40% promotional discount for take-out but few people know about it. -Stores are hidden is areas where customers have trouble finding the locations. -It’s very expensive to advertise 376 individual locations. <Challenge> -Will be the media which has never seen before. - Will be the media which ….small budget media - Will be in a ECO-FRIENDLY - Will increase awareness on 2-4pm takeout promotions - Will be the immediate response