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Pizza Mania celebrated the joy associated with one's first salary: Harneet Singh Rajpal

Interview with VP, marketing, Domino's Pizza

Harneet Singh Rajpal
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What has been the most interesting you have engineered so far?

The promotion was conceptualised around two propositions: the product, which is scrumptious, and the price, which is truly affordable at only ~44. This was supported with communication inspired from life insights. The campaign comprised of two commercials: the Dinosaur and the Shikara. The two ads focused on the little joys of life gained from simple things like one's . The whole insight was conveyed by the tagline, Life ki pehli kamayi chahe jitni bhi choti ho, uski party badi honi chahiye.

We launched a contest on Facebook, Twitter and YouTube to create buzz around life's pehli kamai (first salary). On Facebook, fans who haven't earned their pehli kamai yet were asked to upload their solo pictures on the 'Earn your pehli kamai' Facebook app. Selected fans were invited to Mumbai for the final audition.

Three selected winners were asked to wear dinosaur costumes and entertain the audience at Infinity Mall in Malad, Mumbai. The mall event was a success with crowds thronging the atrium. The winners earned their pehli kamai from Domino's, along with a certificate. Next day, the entire Domino's crew threw a party for all three winners in the comfort of their own homes.

Every activity was captured on social media. On Twitter, the #PehliKamai hashtag contest was trending for four days

Who was the primary target for the promotion?

Since the campaign focuses on the joy of celebrating the first salary, our target was college-going students, people who had just started working in corporations; they could be unmarried or newly married consumers.

Why was the promo designed in such a manner?

The consumer insight for the Pizza Mania promo was that there are moments in life when you have very little money but you still want to make it work big for you. The creative thought was how can moments become special along with loved ones with little money. Domino's price proposition of great value at ~44 was in complete sync with this insight.

Please elaborate on the media plan.

Our sales promotion campaign was supported by a 360-degree media plan which focused on traditional and social media at the same time. We had two TVCs dubbed in seven regional languages through which we spoke to the wide consumer base of Domino's, spread across geographies and demographies. The first film had a boy clad in a dinosaur costume while the second had a girl sitting in a shikara.

The dinosaur idea was extended to all the digital platforms/publishers of impact media like The TOI, Yahoo!, Rediff, Money Control, Tech Magnifier, eBay and on Google Search and Display Network through innovative display flash banners. We also included YouTube as part of the media mix to expand the reach buildup quickly with more than two million views in record time and the lowest cost per view. With more than 4.8 million fans on Facebook we started with a teaser and followed it up with a series of posts and tweets which created more than a million impressions. We also spread the message through Facebook's premium ad inventory and generated 2.7 million impressions.

Can you give us statistics on the impact of these schemes on the sales?

Post the introduction of the campaign, we got a 30 per cent system sales growth and 25 per cent system order growth, which is one of the best business performances in a tough economic environment. With high double digit growth in total orders, the campaign led to a complete turnaround of events at our stores. We managed to reach deep into our target base as demonstrated by the increase in customer inflow at the store level. A product's reception by consumers is represented by repeat orders and this product showed the most repeat consumption.

We witnessed an immediate jump in new customer percentage to total unique customers in a month and also in the active base customer data period. This was measured by how many new customers consumed the new product in their first order, representing the strength of the concept. This was the highest ever in Domino's history.

Don't sales promotions harm a company/brand in the long term?

All our products and campaigns focus on creating strong relationships and strengthening bonds. As long as we communicate our brand DNA through all our promotions, we will always benefit from them.

Will such schemes work in the future?

For us Pizza Mania is part of a strategic endeavour to be perceived as a value-for-money brand. We launched the Fun Meal range in 2006 with pizzas starting at ~45 per head. The Pizza Mania range, with a starting price point of ~35 in 2008, was designed to make it affordable to a bigger consumer base. Since the frequency of pizza consumption in India is still very low, we believe that the value perception will continue to drive new strata of consumers from various segments and help the existing ones to increase consumption occasions and also the consumption per order.




Pizza Mania

Aim
To be perceived as a value-for-money brand

Target
College-going students and people who just started working in corporations

Plan
A contest was launched on Facebook, Twitter and YouTube to promote pehli kamai (first salary). Three winners were asked to wear dinosaur costumes and entertain the audience at a mall in Mumbai. The winners earned their pehli kamai from Domino's, along with a certificate

Outcome
System sales and orders grew by 30 and 25%, respectively

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