Domino's Pizza, a well known pizza place across the world, saw their business change with the advent of technologies: most of their orders were placed and paid for online instead of the usual going-to-the-store-buying-a-pizza-and-leave act.
Always trying to get closer to their costumers through innovative marketing campaigns, Domino's came up with the idea of letting the costumers order pizzas via a billboard. The billboards are placed in more than 6.000 sites across Britain. As long as the costumer has a smartphone, he or she can download deals and the ordering app, and became a fan of Domino's page on Facebook - all in one click. This shortens the gap between the company and the costumers, providing the first with a opportunity to communicate much more than pizza deals. Domino's shows us how outdoor advertising is reaching new levels, not only and static but, as we are about to see, in mobile media - which is mostly due to the massfication of the use of the Internet.
This billboard marketing stunt, which was launched in January, probably led them to think that if the ordering of a pizza has something special about it, perhaps the delivery of the goods should be special as well. Therefore, a couple of days ago, on the 18th, Domino's lauched in the Netherlands the Safe Sound campaign.
This campaign has integrated human-made noises in the delivering scooters, that not only alert the pedestrians and bikers to the coming of a motorized vehicle - making the roads more safe (hence the name Safe Sound) -, but also draws a great amount of attention by broadcasting certain words like 'Domino's' or 'Pizza' in between the 'vruuuums'.
Give a look at the video below to see the first reactions to the well thought of campaign.
Ana Nascimento
Source: http://www.psfk.com
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