Red Tomato Pizza: VIP Fridge Magnet
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’. While home delivery is popular in a city with over 200 nationalities, placing and receiving the right order is usually riddled with communication problems.
The VIP Fridge Magnet uses tech innovation to drive convenience and create a personal, one-of-a-kind experience at the same time. It is the world’s first one-push pizza delivery service, exclusively for Red Tomato’s most loyal customers. 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. 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.
Advertising Agency: TBWA\RAAD, Dubai, United Arab Emirates
Head Of Digital: Preethi Mariappan
Sr. Interactive Art Director: Rafael Guida
Sr. Content Strategist: Melanie Clancy
Producer: Kishore Ramachandran
Graphics/Motion Designer: Juan Behrens
User Interface Lead: Jerome Conde
Technical Lead: Navin Chauhan
Account Executive: Mohammad Khan, Weam Elhila