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多米诺的应用
案例简介：描述客户的简报: 达美乐披萨是第一家进口到日本的外卖披萨连锁店，一直在推动市场发展。然而，最近多米诺比萨饼跌至第三名。在日本，外卖比萨饼市场竞争激烈且饱和。在这种情况下，我们的任务是增加销售额。我们实现这一目标的战略不仅是向新客户展示广告，还通过建设新的饮食文化来创造新的市场。那么，哪里有新市场？我们的答案是户外。“人们订购送披萨到他们的房子。”我们通过创建一个智能手机应用程序 “多米诺应用程序” 打破了这种刻板印象。 描述促销如何从概念发展到实施: 我们创建了一个智能手机应用程序 “多米诺应用程序”，这是世界上第1 的全球定位系统交付服务，可以将比萨饼送到用户所在的任何地方。它打破了 “通常人们在家里点外卖披萨” 的刻板印象，刺激了我们隐藏的食欲。它在网上和大众媒体上都得到了极大的关注。它被下载了 160,000 多次，并在 iTunes 应用商店中占据第1 的位置。然后，它成功地创造了一个新的市场，并在短短 7 个月内创造了超过 200万美元的销售额。 解释为什么促销方法与产品或服务最相关: 即使多米诺披萨专注于电视和报纸等经典广告媒体，效果也可能只是暂时的。我们认为多米诺披萨必须彻底改变广告传播。因此，我们创造的不是经典广告，而是创新的营销平台。多米诺的应用程序是一个平台，可以直接向任何拥有 iPhone 的人销售他们的产品，包括现有的和新的消费者。同时，通过发送品牌信息、新闻稿和优惠券，实现了对消费者的持续沟通。 描述客户和消费者的成功促销，包括一些可量化的结果: 超过 200,000 次下载，在 iTunes 应用商店中占有第1 的位置。仅在一年时间里，它就创造了超过 400万美元 (427,023,362) 的销售额。每个订单的销售成本: 2,424 (约 20 美元)。订单总数: 176,115。它在 Twitter 、博客和 SNS 等社交网络服务上引起了巨大的轰动。多米诺骨牌的应用程序出现在全国电视新闻节目和杂志上，无需支付任何媒体费用。
多米诺的应用
案例简介：Describe the brief from the client: 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 a smart-phone application "Domino's App". Describe how the promotion developed from concept to implementation: 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 over 160,000 times and took 1st place in iTunes App Store. Then, it succeeded in creating a new market and created over $2 million in sales in only 7months. Explain why the method of promotion was most relevant to the product or service: Even if Domino's pizza focuses on classic advertising media, such as TV and newspaper, the effect might only be temporary. We believed that Domino's Pizza has to revolutionise 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 an iPhone, including existing and new consumers. At the same time, it realised the continual communication to consumers by sending a brand message, press release, and coupons. Describe the success of the promotion with both client and consumer including some quantifiable results: More than 200,000 downloads and 1st place in iTunes App Store. It created over $4million (427,023,362) in sales in only 1 year. Sales cost per order: 2,424 (about$20). Total number of orders: 176,115. It created massive buzz on social web services such as Twitter, blogs, and SNS. The Domino's app was featured on the nationwide TV news programs and magazines without any payment of media fees.
Domino's App
案例简介：描述客户的简报: 达美乐披萨是第一家进口到日本的外卖披萨连锁店，一直在推动市场发展。然而，最近多米诺比萨饼跌至第三名。在日本，外卖比萨饼市场竞争激烈且饱和。在这种情况下，我们的任务是增加销售额。我们实现这一目标的战略不仅是向新客户展示广告，还通过建设新的饮食文化来创造新的市场。那么，哪里有新市场？我们的答案是户外。“人们订购送披萨到他们的房子。”我们通过创建一个智能手机应用程序 “多米诺应用程序” 打破了这种刻板印象。 描述促销如何从概念发展到实施: 我们创建了一个智能手机应用程序 “多米诺应用程序”，这是世界上第1 的全球定位系统交付服务，可以将比萨饼送到用户所在的任何地方。它打破了 “通常人们在家里点外卖披萨” 的刻板印象，刺激了我们隐藏的食欲。它在网上和大众媒体上都得到了极大的关注。它被下载了 160,000 多次，并在 iTunes 应用商店中占据第1 的位置。然后，它成功地创造了一个新的市场，并在短短 7 个月内创造了超过 200万美元的销售额。 解释为什么促销方法与产品或服务最相关: 即使多米诺披萨专注于电视和报纸等经典广告媒体，效果也可能只是暂时的。我们认为多米诺披萨必须彻底改变广告传播。因此，我们创造的不是经典广告，而是创新的营销平台。多米诺的应用程序是一个平台，可以直接向任何拥有 iPhone 的人销售他们的产品，包括现有的和新的消费者。同时，通过发送品牌信息、新闻稿和优惠券，实现了对消费者的持续沟通。 描述客户和消费者的成功促销，包括一些可量化的结果: 超过 200,000 次下载，在 iTunes 应用商店中占有第1 的位置。仅在一年时间里，它就创造了超过 400万美元 (427,023,362) 的销售额。每个订单的销售成本: 2,424 (约 20 美元)。订单总数: 176,115。它在 Twitter 、博客和 SNS 等社交网络服务上引起了巨大的轰动。多米诺骨牌的应用程序出现在全国电视新闻节目和杂志上，无需支付任何媒体费用。
Domino's App
案例简介：Describe the brief from the client: 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 a smart-phone application "Domino's App". Describe how the promotion developed from concept to implementation: 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 over 160,000 times and took 1st place in iTunes App Store. Then, it succeeded in creating a new market and created over $2 million in sales in only 7months. Explain why the method of promotion was most relevant to the product or service: Even if Domino's pizza focuses on classic advertising media, such as TV and newspaper, the effect might only be temporary. We believed that Domino's Pizza has to revolutionise 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 an iPhone, including existing and new consumers. At the same time, it realised the continual communication to consumers by sending a brand message, press release, and coupons. Describe the success of the promotion with both client and consumer including some quantifiable results: More than 200,000 downloads and 1st place in iTunes App Store. It created over $4million (427,023,362) in sales in only 1 year. Sales cost per order: 2,424 (about$20). Total number of orders: 176,115. It created massive buzz on social web services such as Twitter, blogs, and SNS. The Domino's app was featured on the nationwide TV news programs and magazines without any payment of media fees.
多米诺的应用
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Domino's App
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基本信息
- 广告战役： #达美乐比萨-推广与活动-1392#
- 广告品牌： 达美乐比萨
- 发布日期： 2000
- 行业领域： 餐饮/饮食 , 餐饮连锁 , 饮食/特产
- 媒体类别： 短视频 , APP
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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