2012 Winners & Shortlists

The Brief

Home delivery is the norm in Dubai. Everything and anything can be delivered to your door. The problem? Restaurants never remember repeat orders, whilst language barriers oftentimes leave even the most loyal customers in the cold. As ‘Dubai’s BEST pizza’ for two years running, Red Tomato wanted to show their loyal patrons that Very Important Pizza lovers deserve very special treatment! The solution? Give them the best VIP pizza delivery system ever!

Describe how the promotion developed from concept to implementation

We changed the pizza delivery playing field for the first time in Dubai. And for a market that adores VIP treatment, we gave Red Tomato loyalists a new level of premium. The campaign captured our audience’s pizza passion and created talkability – all in an unassuming fridge magnet delivered direct to their door.

Describe the success of the promotion with both client and consumer including some quantifiable results

Remarkably, we created each magnet for the average price of a slice. And for this small investment, the device earned close to one hundred pizza orders on average – in JUST the first weekend! After 4 weeks 69% of people tried the fridge magnet more than once. People even talked about receiving the magnet on social media, helping us to transform Red Tomato Pizza lovers into genuine brand advocates.

Explain why the method of promotion was most relevant to the product or service

We delivered Red Tomato fridge magnets to a select group of loyal customers via Red Tomato drivers. The twist? The magnet doubles as the ultimate VIP device to banish hunger – a pizza emergency button! When customers received the magnet, they could activate it by connecting with their Bluetooth® device. Afterwards, with just the press of a button, it would automatically place an order for their favorite Red Tomato pizza whenever a craving struck. And when fans found a new favorite, they could simply edit their preferred order online, with the pizza magnet updating their selection on the spot.