PHD Netherlands has been awarded an AMMA Award for “Best Media Strategy” for client Domino’s.

 

PHD was awarded the media business for Domino’s in April 2015 and set out to ensure growth, differentiation and an increase in brand perception for the popular fast food chain mostly associated with pizza and fast delivery.  Not many consumers realised they could customise their pizza and with a new positioning “purely personal domino’s”, Domino’s hopes to engage consumers more with this service.

On speaking of the AMMA win, the jury said “In the case for Domino’s; a distinctive media insight and an extremely sophisticated media strategy make the difference. Based on an understanding of the whole customer journey, (this campaign) was chosen for an effective combination of traditional media and e-commerce tools around the peak (order) times in the  week. Complemented with a branded content campaign on radio to load the quality perception, Domino’s business achieved impressive results both in terms of online sales and on brand and proposition awareness. The media strategy drew more people into the funnel that ultimately converted into buying customers. Sharp and well written, a real media strategy case.”

 

The team at PHD worked through historical sales data and conducted research to evaluate the most efficient ways of reaching potential consumers around peak ordering times. 

 

The first step in making consumers aware of the “purely personal” service, was via a branded content campaign with Radio 538. Two popular radio DJs Coen and Sander of the Coen & Sander Show encouraged listeners to send in their most original and surprising pizza topping combinations. Listeners were encouraged to think creatively and to submit their combinations on the platform 538.nl/pizzalab. DJs selected weekly winners and the audience could vote online for their favourite pizza topping. The campaign was supported by promo’s in-program, online advertising, audio boards and social media and was a success, both qualitatively and quantitatively.

 

On speaking of the AMMA win, the jury said “In the case for Domino’s; a distinctive media insight and an extremely sophisticated media strategy make the difference. Based on an understanding of the whole customer journey, (this campaign) was chosen for an effective combination of traditional media and e-commerce tools around the peak (order) times in the  week. Complemented with a branded content campaign on radio to load the quality perception, Domino’s business achieved impressive results both in terms of online sales and on brand and proposition awareness. The media strategy drew more people into the funnel that ultimately converted into buying customers. Sharp and well written, a real media strategy case.”


The MWG AMMA Awards (Annual Masters of Media Awards) is an initiative of MWG in the Dutch communications industry.   You can read more on the event here.