VIP Fridge Magnet.
Dubai pizzeria Red Tomato gave loyal customers a fridge magnet that ordered their usual pizza at the press of a button, through a Bluetooth link to their phones.
- Brand
- Red Tomato Pizza
- Agency
- TBWA\RAAD
- Market
- UAE
- Region
- GCC
- Year
- 2012
The challenge
Red Tomato was a small Dubai pizzeria up against big chains with big budgets. TBWA\RAAD's award entry says that although home delivery is the norm in Dubai, restaurants rarely remembered regular orders, and with over 200 nationalities in the city, language barriers made ordering frustrating even for loyal customers.
The idea
The agency made a fridge magnet printed with a pizza and the words 'Push for hunger' that paired with the customer's phone over Bluetooth: one press placed an order for their saved favourite pizza, and a confirmation came back to the phone. Customers could change their default order online. Red Tomato's drivers delivered the magnets to a select group of loyal customers, according to the entry.
Results
- Close to 100 orders on average in the first weekend, from magnets that cost about the price of a slice each to make, according to the agency's Dubai Lynx entries
- After four weeks, 69% of recipients had used the magnet more than once, according to the same entries
Case study source: Dubai Lynx Source ↗
Awards
- Clio Awards 2013Clio Awards / Digital/Mobile Technique / User ExperienceSilver
- Clio Awards 2013Clio Awards / Direct / Digital/MobileGold
- Clio Awards 2013Clio Awards / Digital/Mobile / OtherGold
- Cannes Lions 2012Promo & Activation LionsBronze
- Cannes Lions 2012Mobile LionsSilver
- Cannes Lions 2012Mobile LionsGold
- Cannes Lions 2012Media LionsBronze
- Dubai Lynx 2012: five Bronzes, entered as Push for Hunger
- D&AD 2013: Wood Pencils in Mobile Marketing and Digital Advertising
