Domino's IoT-Driven Winter Survival Deal Advertising Strategy
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is Domino's, a popular pizza brand in the UK. Domino's is known for its wide range of pizzas and other fast food items, and it has a strong presence across the country. The brand is recognized for its innovative marketing strategies and customer-centric approach. In this case, Domino's was looking for a way to boost sales during the winter season, a period typically associated with low sales for many businesses. The company wanted to create an appealing offer that would entice customers to purchase their pizzas despite the unfavorable weather conditions and post-Christmas spending cutbacks.
The Challenge
Domino's, a leading pizza brand in the UK, was faced with the challenge of boosting sales during the winter season. The winter period, characterized by long dark nights and cold frosty mornings, is typically a low season for many businesses, including Domino's. The post-Christmas period often sees a slump in sales as customers cut back on spending after the festive season. The challenge for Domino's was to create an appealing offer that would entice customers to purchase their pizzas despite the unfavorable weather conditions and the general spending cutbacks associated with the winter season.
The Solution
To address this challenge, Domino's came up with the Winter Survival Deal, a strategic product advertising campaign. The campaign was designed to take a humorous, tongue-in-cheek approach to the UK's wintery season, making it more appealing to customers. The Winter Survival Deal was priced at just £14.99, making it an attractive offer for customers looking for a warm, delicious meal during the cold winter nights. The campaign was promoted through a 30-second TV spot, ensuring it reached a wide audience. The idea was to make the winter season something to look forward to, with the Winter Survival Deal offering a silver lining to the otherwise gloomy season.
Operational Impact
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