2016 Winners & Shortlists

Brief Explanation

‘Heik Heik’ was the biggest direct promotion campaign targeting carry-out customers only that Domino’s pizza launched in 2015. The nature of the messages used which only talked to people on the move or willing to move, the promotion itself that was limited to pick-up orders only and the channels that focused on outdoors and radio were all crafted to target solely this group of customers in particular.

Creative Execution

Our campaign was built on a famous Lebanese Catchphrase ‘Heik Heik’ meaning ‘since you are’. It is used when young people ask their friends for a favor since those friends are not doing something useful or if the favor requires no extra effort from their end. The campaign was a hit as it gave an option for money sensitive customers to pick up their pizza and save some cash. To emphasize the nature of the promotion, the campaign was launched outdoors, on domino’s social network and via radio sports depicting funny situations where youth use the ‘Heik Heik’ catchphrase.

Results

While the objective of the campaign was to increase sales by 30%, we achieved an 82% increase, which is approximately 273% higher than our initial estimate. To keep the momentum going, we treated our volunteers with a “You Owe Me” badge, so they can ask friends to return the favor. To make it even better, when the campaign ended, the sales remind high in comparison of previous pre-campaign months with an estimate of 37% increase.