2016 Winners & Shortlists

The Brief

Our brief was to launch a nationwide promotion aimed at increasing sales and bringing the brand to the forefront of the fast food category. Since a decrease in price might lead to a sudden increase in demand which in turns will lead to delays in delivery time, our challenge was to create a successful promotion that wouldn’t disrupt the delivery operations. Hence our strategy, was to limit our promotion to takeaway orders only and rely on customers to deliver their own pizza.

Creative Execution

In a nation where delivery services reign supreme, our challenge was to package the promotion mechanism – of self-delivery - as something effortless and requires no extra energy. Hence, the creative relied on a famous Lebanese catchphrase ‘Heik Heik’ which means ‘Since you are’ or ‘since the situation is inescapable’… to ask people to deliver their own pizza. The catchphrase was used in different scenarios like ‘Since you are driving, please pick it up’ or ‘since you are on your way, please pick it up’ which was intended to present the mechanism as something easy and to stir the conversation away from ‘home delivery’ which we couldn’t provide in the promotion. The scenarios were used on outdoor banners & radio ads to reach drivers and commuters. In addition, social media was used to reach university students. The campaign lasted for 10 days and ran according to the original plan.

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

The objective of the campaign was to increase sales by 30%. The campaign achieved a staggering 82% increase which is around 3 folds or approximately 273% of what we planned to achieve in the first place. But perhaps the most rewarding result was the fact that sales have went up to a monthly average of 37% after the promotion ended compared to the average monthly sales prior to the promotion period in a category that was declining by 9.10%. Not to forget, our communication re-open the conversation with Domino’s customers, thus bringing back the chain into the equation.

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

Domino’s Heik Heik, was the biggest promotional activity done by Domino’s pizza Lebanon in the year 2015. The promotion was built on 2 elements. The first being a price discount on the pizza menu while the other was a regulatory element that limited the offer to takeaway orders only which is more of an activation element that required customers to pick up their own pizza orders instead of relying on the traditional delivery option.