Post by account_disabled on Dec 26, 2023 6:52:34 GMT
Domino's Pizza has hired Kiko Rivera for its latest advertising campaign, an action that aims to promote its app as one of its strategic sales and customer loyalty channels. The company presents with its first spot "Hot App" , its application with a renewed user experience that offers exclusive promotions to users every week. The launch strategy has been carried out by the brand's marketing team and three of the main media, social media and creative agencies: Arena, Good Rebels and Mr. Rushmore . In the spot that announces the new positioning of its app, Domino's Pizza uses the humor and groundbreaking tone that characterizes the brand. Kiko Rivera appears as the archenemy of Domino's and competes with the app to become the hottest. «Kiko Rivera is a character who is on everyone's lips and who breaks the usual tone of this type of campaigns.
For the launch of the Hot App we did not want to use it as a mere prescriber, but rather we have created a fictional universe that seeks the complicity of the public through humor ," comments Juan Fran Vaquero, Executive Phone Number List Creative Director of Good Rebels, an agency that has devised the ad. This fight will continue with different actions on social networks throughout the campaign. If you do not display the embedded video correctly, click here . «We seek to convert a transactional channel into a relational one through a dynamic and flexible promotional strategy» «Domino's is not strictly an app, it is much more, but we needed to ensure that our app had a leading role on consumers' smartphones so as not to be one of the many that you uninstall after a few days. We needed to give it a new meaning,” explains Silvia Serrano, Marketing Director of Domino's Pizza.
We realized that there are many applications where you can redeem promotional codes and it is also something that does not sound very fun when it comes to telling it. That's why we decided to give the app a new role: to surprise consumers by tempting them through unexpected promotions throughout the year . Thus, we positioned the app not only as a sales channel but also as an alert to receive the best promotions, giving users a compelling reason to have it installed. In this way, we decided that the Domino's app would not be a cold transactional channel but rather a HOT App with the 'hottest' promos. "We seek to convert a transactional channel into a relational one through a dynamic and flexible promotional strategy." «We believe that the app is a unique opportunity if we work with it as the true protagonist and not only as a channel to redirect communication. The app is going to become a binding and valuable element for Domino's customers as the promotional strategy evolves and surprises its users.
For the launch of the Hot App we did not want to use it as a mere prescriber, but rather we have created a fictional universe that seeks the complicity of the public through humor ," comments Juan Fran Vaquero, Executive Phone Number List Creative Director of Good Rebels, an agency that has devised the ad. This fight will continue with different actions on social networks throughout the campaign. If you do not display the embedded video correctly, click here . «We seek to convert a transactional channel into a relational one through a dynamic and flexible promotional strategy» «Domino's is not strictly an app, it is much more, but we needed to ensure that our app had a leading role on consumers' smartphones so as not to be one of the many that you uninstall after a few days. We needed to give it a new meaning,” explains Silvia Serrano, Marketing Director of Domino's Pizza.
We realized that there are many applications where you can redeem promotional codes and it is also something that does not sound very fun when it comes to telling it. That's why we decided to give the app a new role: to surprise consumers by tempting them through unexpected promotions throughout the year . Thus, we positioned the app not only as a sales channel but also as an alert to receive the best promotions, giving users a compelling reason to have it installed. In this way, we decided that the Domino's app would not be a cold transactional channel but rather a HOT App with the 'hottest' promos. "We seek to convert a transactional channel into a relational one through a dynamic and flexible promotional strategy." «We believe that the app is a unique opportunity if we work with it as the true protagonist and not only as a channel to redirect communication. The app is going to become a binding and valuable element for Domino's customers as the promotional strategy evolves and surprises its users.