2012 Results

CAT 24 - Media Innovation - Alternative Media (MI)



RED TOMATO PIZZA, "Vip Fridge Magnet"24-03812-MI

Agency (city): TBWA\RAAD Dubai

Head of Digital: Preethi Mariappan

Associate Creative Director: Rafael Guida

Head of Content: Melanie Clancy

Kishore Ramachandran: Producer

Juan Behrens: Motion Designer

Jerome Conde: User Interface Lead

Navin Chauhan: Technical Lead

Mohammad Khan: Account Executive

Weam Elhila: Account Executive

Short explanation

Red Tomato is a neighborhood pizzeria wanting to drive loyalty with existing
customers and increase delivery orders. Going up against multinational
pizza chains, they were losing to big budget ad campaigns and 'value deals'.
We had to find an idea that would resonate with customers beyond deals
and toppings. So we found a local insight. While home delivery is popular in
a city with over 200 nationalities, placing and receiving the right order is
usually riddled with communication problems. Our strategy was to make
home delivery from Red Tomato a special experience in a way no brand had
done before.

We delivered Red Tomato fridge magnets to loyal customers. The twist? The
magnet doubles as the ultimate VIP pizza emergency button! Customers
could activate it by connecting through Bluetooth® with their mobile phones.
With just the press of a button, it would automatically place an order for their
favorite Red Tomato pizza whenever a craving struck. And if fans found a
new favorite, they could simply edit their preferred order online, with the
pizza magnet updating their selection on the spot. In addition, a YouTube
teaser video was created to make other customers realize what they were
missing out on.

The VIP Fridge Magnet uses tech innovation to drive convenience and
create a personal, one-of-a-kind experience at the same time. Instead of a
campaign, we developed a game-changer product and a new way for the
brand to deliver customer satisfaction. The VIP Fridge Magnet is the world's
first one-push pizza delivery service, exclusively for Red Tomato's most loyal
customers. Finally, we helped Red Tomato customers enjoy ordering their
favorite pizzas! This new kind of customer engagement increased orders and earned the pizzeria word-of-mouth and buzz that money just can't buy.
In just 4 weeks,
On a total marketing budget of $9,000:
Deliveries increased by 500%
3,240 requests from existing customers
97,133 requests from new customers
Over 12,000 mentions
9,400 news stories worldwide
Over $8 million in free media
Franchisee opportunities around the world


Red Tomato Pizza is a small pizza restaurant in Dubai competing against the big pizza players.