DOMINO'S MOST AWAKENED: REWARDING LATE NIGHT NBA FANS... THE NEXT DAY

TitleDOMINO'S MOST AWAKENED: REWARDING LATE NIGHT NBA FANS... THE NEXT DAY
BrandDOMINO'S PIZZA
Product/ServicePIZZA DELIVERY
Category G04. Social Behaviour
Entrant ARENA MEDIA Madrid, SPAIN
Idea Creation ARENA MEDIA Madrid, SPAIN
Media Placement ARENA MEDIA Madrid, SPAIN
Credits
Name Company Position
Begoña García Arena Media España Creative Director
Jaime Pineda Arena Media España Creative Director

Why is this work relevant for Media?

The brand activation seeks to compensate precisely for the effects that the consumption of the NBA final games on TV at 3AM has on its audiences. The Most Awakened is a promotional activation that "rewards" audiences for being faithful to their favorite content and sacrificing their sleep hours to watch it live.

Background

Domino’s Pizza is an American multinational pizza restaurant. In Spain they are number 2 in the fast-food market. This success of the brand in Spain was due to the fact that for the past 5 years, they have been sponsoring e-sports and targeting the young (18-30 YOA) that love, play, and follow this sport. But growth was starting to stagnate, and our client realized they needed to find a new customer segment if they wanted to maintain growth. A more adult crowd of +35 would work well, so we looked at different sports that could work for us.

Describe the creative idea / insights (30% of vote)

We found that basketball, more precisely the NBA, had an audience profile that offered us the possibility of reaching new potential customers for the brand. The problem? The games are in the USA, and in Spain, they take place at 3AM, when Domino’s restaurants are closed. But we found an interesting insight: According to a study by the North Western University, lack of sleep increases the body’s demands for more sugar and fat the next day, it also makes other senses such as the olfactory that govern the cerebral cortex more dominant. Our core strategy was to awaken desire for next day pizza delivery so we created “Los más despiertos” ("The Most Awakened") an exclusive promotion for late-night NBA fans that would be promoted during the late-night game time, but that could only be used the next day.

Describe the strategy (20% of vote)

Our strategy was to work a consumption occasion that had never been worked before by a brand. Our promotion was more than a promotion because it rewarded the audience's loyalty with discounts that improved as dawn progressed. We created "The Most Awakened", an exclusive promotion for late-night NBA fans that would be promoted during the game but, could only be used the next day when Domino’s restaurants opened. Our budget was low and broadcasting rights limited the type of activation we could do on TV. For this reason, we decided to communicate our offers with the help of the most mythical and well-known NBA Spanish commentators: Antoni Damiel and Guille Gimenez. These were also host and analyst, two characters loved by the NBA community on Twitter. The two journalists have become a real sensation and their interventions at the wee hours of the morning are classics.

Describe the execution (20% of vote)

The activation was focused on the NBA Finals between that the Los Angeles Lakers played against the Miami Heat. Every game night we posted 3 videos with 3 promotions at 3AM, 4AM and 5AM that got better as the night went by. These videos were starred and published directly by our main “influencers” from their Twitter accounts that have 385K and 130k followers respectively. Those videos, recorded as naturally and freshly as possible by themselves, depicted situations in a humorous tone that only true NBA fans could understand. We had a total of 15 videos that connected emotionally with the fans and reminded them that even if they went on an all night NBA binge, they would be rewarded the next day with an exclusive offer.

List the results (30% of vote)

The action has been a success in terms of engagement and effectiveness. 260K views of the videos and 60k interactions which means a CPV of € 0.047 and a CPE of € 0.208. The activation achieved an engagement of 24% when the average engagement for the brand on social media activations is between 3.5 and 10%. We reached 41,000 euros of sales in just 11 days, with a total budget of 13,000 euros, which is equivalent to a ROAS of 3.25. 18% of those clients that purchased pizza where new to Domino’s. A record mark for the brand compared to the usual 10% for other types of marketing actions.

Please tell us about the social behaviour that inspired the work

Being a fan of the NBA requires an effort since the games are at 3AM. The loneliness that you experience at dawn watching an NBA game, the role of the next day at the 9AM video call meeting, that moment when you tell yourself that you were going to watch a quarter of the game only and end up staying until the end, the physical and mental slowness you have the next day, etc. We identified all these situations that only a true NBA fan understands and reflect them in our videos to connect in a meaningful way with our audience. We knew how to understand and compensate the effects of that behavior the next day through a physical reward (a pizza) that turned into an emotional benefit (being recognized as a good fan).