2020/2021 Winners & Shortlists

PINZA ESTATE

Bronze Lynx

Case Film

Presentation Image

BrandDELIVEROO
Product/ServiceDELIVEROO
Entrant‿ AND US Dubai, UNITED ARAB EMIRATES
CategoryChallenger Brand
Idea Creation ‿ AND US Dubai, UNITED ARAB EMIRATES
Media Placement ‿ AND US Dubai, UNITED ARAB EMIRATES
PR ‿ AND US Dubai, UNITED ARAB EMIRATES
Production ‿ AND US Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Direct?

We found an innovative way to channel a completely new audience to try a new pizza.

Background

With thousands of restaurants in Dubai, and almost all of them on delivery apps, it's a tough place to launch and establish a new concept. PINZA, a pizza newcomer to the market came to Deliveroo wanted a bigger slice of the action. Knowing the saturated market, it was clear from the get-go PINZA needed something more than a regular restaurant promotion if the new brand was going to get noticed.

Describe the creative idea (30% of vote)

We bought a luxury apartment. And put it up for sale for the price of ONE PINZA - a lottery promo where you can win our apartment by buying a PINZA on Deliveroo. This allowed us to list our apartment across Dubai's many real estate agency sites.

Describe the strategy (20% of vote)

We needed a new audience to give our new pizza an edge. So we looked beyond the cluttered landscape of the food delivery world to promote PINZA, and instead towards one particular place in Dubai that has a lot of eyeballs - its bustling Real Estate market. This is one of the busiest markets in the world - a place full of prospective buyers and renters all on the lookout for the next hot property. So instead of trying to sell pizzas through the food delivery marketing world, we decided to sell pizzas through selling real estate!

Describe the execution (20% of vote)

By owning an apartment we were able to list it everywhere across Dubai's many real estate agency sites, getting PINZA front and centre to the biggest audience in town. And with our PINZA promo clearly visible within the property profile, those in the market for a new property, soon found themselves in the market for a new pizza. Our apartment became a novel media space, allowing us to take full advantage of the real estate marketing world. We produced our own "Dubai style" real estate ads re-targeting anyone who had made a recent property search. We also got agents to show our apartment amongst their viewings in the 8 week campaign period.

List the results (30% of vote)

12,374 PINZA's sold. 2.7M media impressions. Apartment paid for itself 4X over in earned media. Deliveroo #1 downloaded app for four days. No.1 selling pizza on Deliveroo in campaign period.

Please tell us about the challenger brand and how your campaign challenged / was different from your competitors

As a newcomer to the market, to get noticed, it wasn't going to cut it to try and fight in a traditional method - competing against big food brands with huge budgets and prime media space at their disposal. And when it comes to the sheer amount of small to medium sized brands, again the landscape is cluttered. By purchasing an apartment and putting it up for sale with our promo, we were able to make a new media space and covert Dubai's real estate audience into PINZA lovers.

Credits

Name Company Role
And Us ‿ and us Creative
James Kenaaway ‿ and us Concept
Johannes Stephanus De Lange ‿ and us Concept
George Schempers Deliveroo Marketing
Mahmoud Jaber ‿ and us Marketing
Serena Chemaly ‿ and us Production
Links
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