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Domino's will give pizzas to those who have already taken the 2nd dose of the Coronavirus vaccine

Millions of Brazilians did not return to health points to take the second dose of the vaccine against Coronavirus and the whole society is mobilized to reinforce the importance of completing the immunization. Domino's Pizza, the world's largest pizzeria chain, encourages this movement with a campaign, which offers free pizza to everyone who takes a second serving.

From the 19th of July, every Monday the second pizza is free for everyone who has had the second serving. The promotion is valid for orders made by Whatsapp. It works like this: the customer only needs to call Dom, Domino's virtual assistant, through the messaging app, and send the syringe emoji. The Dom will ask for proof and the customer only has to send a selfie taking the vaccine to receive the coupon that gives the second pizza as a gift. From there, just choose the flavors and order.

To order via Whatsapp with DOM, Domino's Pizza's virtual assistant, just send a message through the application to the number (21) 97301-5191.





Strategy and Creative Concept
This campaign aimed to reinforce the brand positioning – People First. With the brand positioning itself in favor of vaccination, we tried to draw attention to the issue, putting it back in people's mouths and, therefore, generate new people interested in trying it out and accessing the new digital channel (whatsapp), important points in a moment when an pandemic drops sales over the counter and demands compensation via digital channels. Competition in Delivery intensifies with a diversity of brands inaugurating
its digital channels and the growth of aggregators and a new consumer behavior, which increases consumption per delivery. All of this brings a more challenging situation to dispute the share of pocket and
by the consumer's share of heart.
The main indicators of the campaign were the organic exposure of the brand in the press (space achieved equivalent to over R$ 5 million) and in social networks, awareness, consideration, sales and audience on the whatsapp channel.
Although it positions itself as a younger and more modern brand, the communication target of
Domino’s is quite broad (AS ABC 18-45). Universal, democratic and popular, the brand needs to speak to all age groups and social strata, as we sell a product that is also universal, democratic and popular. Pizza is daily on the table for all groups of friends and families. And that was perhaps one of the biggest benefits of this campaign. Given the organization of vaccination dates, the campaign allows us to maintain a
constant contact, adapting our messages to the age universe that is being vaccinated at that moment in time, but always keeping a unique message that reinforces the brand's positioning.
Another important benefit of this campaign was introducing the brand to new consumers. The campaign generated a very high spontaneous exposure, new profiles experienced and
came to consider Domino's. Currently, the brand is best known by consumers who are a little more connected, have references from abroad, consume a lot of streaming content. With “Don't miss the second”, we managed to break down a wall and enter the “zeitgeist”.
In June 20201, Brazil reached the sad
mark of more than 500 thousand deaths by Covid and
many people are not going to take the second dose of
vaccine.
Our insight came from the responsibility of
have an effective campaign that raises awareness
and encourage vaccination and especially
second dose or single dose.
Domino's sought to take a leading role in the discussion of the topic and used its social networks for enlightening posts about the importance of the second dose in partnership with InforMed (Medical Information Platform). In addition, we make our social networks available to answer questions and ask questions about
vaccination.
After much discussion and learning, we had the insight to take advantage of a double pizza campaign that we already had to bring up the subject of vaccination. Every Monday anyone who has taken a 2nd dose (or single) would get a 2nd pizza free of charge.
In a simple mechanic through orders on whatsspp, our new sales channel. Mechanics Call the DOM in ZAP. Send Syringe/Vaccine Emoji + proof of vaccination. Win coupon for the second pizza.
A way to make the population aware of the second dose and present our sales channel by whatsaspp.
The pizza category is highly dispersed in Brazil, with a strong presence of small local brands (neighborhood pizzerias) and few national competitors. Furthermore, by positioning itself as a fast food brand,
Domino’s ends up competing with brands such as Burger King and McDonalds, which have greater investments and presence in communication. Therefore, it is necessary that we are all the time looking for alternatives to be able to stand out a lot with a level of investment much lower than our competitors and with the challenge of building an image of quality and trust against brands that are very
close to the consumer's life, in their neighborhoods, with relationships built many times over.
Entering into the discussion of the topic of vaccination in a way that is not just advertising, but causing a real impact on people's lives helped us to overcome these challenges in a true and relevant way, building a history of
proximity, care and connection with the real life of our consumers.
Also in relation to the challenges and details of the business, less than 6 months ago we had launched a new sales channel (whatsapp), which aimed to help Domino’s direct its revenue to online channels
owners, against a scenario where over-the-counter sales (on-trade consumption) plummet due to the pandemic and restrictions in cities. The campaign “Don't miss the second” helped us not only
in building the brand image, but from a business point of view. as it generated curiosity about the new channel and consequent increase in sales.



Execution and Results

Domino's sought to take a leading role in the discussion of the topic and used its social networks for enlightening posts about the importance of the second dose in partnership with InforMed (Medical Information Platform). In addition, we make our social networks available to answer questions and ask questions about
vaccination.
After much discussion and learning, we had the insight to take advantage of a double pizza campaign that we already had to bring up the subject of vaccination. Every Monday anyone who has taken a 2nd dose (or single) would get a 2nd pizza free of charge.
In a simple mechanic through orders on whatsspp, our new sales channel.
mechanics
Invoke the DOM in ZAP. Send Syringe/Vaccine Emoji + proof of vaccination.
Get a coupon for the second pizza.
A way to make the population aware of the second dose and present our sales channel by whatsaspp.
Creating the promotion Every Monday anyone who took a 2nd (or single) serving would get a 2nd free pizza.
In a simple mechanic through orders on whatsspp, our new sales channel.
mechanics
Invoke the DOM in ZAP. Send Syringe/Vaccine Emoji + proof of vaccination.
Get a coupon for the second pizza.
A way to make the population aware of the second dose and present our sales channel by whatsaspp.
Many people needed more information about the importance of vaccination. Many doubts. And we were responding and clarifying and always encouraging the 2nd dose vaccination as the only way to win the pandemic and make us safe.
An issue related to vaccination was identified, not only in Brazil, but also in several others.
countries with a more advanced vaccine calendar than our country, which is the population undergoing complete immunization with first and second doses or a single dose. The intention of the campaign is to bring this discussion of importance
of taking the two vaccines, and this incentive is also given by the incentive, which consists of offering 2 pizzas to the customer but charging only one, upon presentation of a receipt (a photo of the person getting vaccinated). This campaign is valid only on Mondays, and only through the WhatsApp channel.
As soon as we launched in June 2021 a series of content on our social networks, we had an increase in interaction and engagement of more than 45% with the public.
In the first week after the launch of the campaign, the WhatsApp channel had an extremely significant increase in sales and revenue, becoming the main sales channel on Mondays
The results we achieved are significant for the business and for the brand, as we managed to greatly increase the visibility of Domino's and the whatsapp channel. The brand stimulated knowledge grew from 89% to 92% and the whatsapp channel audience increased by more than 10x compared to the same period of the previous year and by more than 50% compared to the previous month. Mondays had an order growth of more than 300% on the whatsapp channel, compared to the average of the last 6 months for the channel. And brand consideration grew from 33% to 36%, while experimentation grew from 60% to 70%.

MADEIT CREDITS

  • Thiago HackradtClient
Annual 2022 ShortlistDon't miss the secondSocial Good Contributor:

Akm Performma has been a Contributor since 25th November 2015.

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