RED TOMATO PIZZA
DELIVERED
VIP’S PIZZA
AT THE TOUCH
OF A BUTTON
BACKGROUND
Home delivery is the norm in Dubai. Everything and anything can be delivered
to your door. The problem? Restaurants never remember repeat orders and
language barriers often leave even the most loyal customers in the cold. As
‘Dubai’s BEST pizza’ for two years running, Red Tomato wanted to show their
loyal patrons that Very Important Pizza lovers deserve very special treatment.
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SOLUTION
Dubai is a country that adores VIP treatment so Red Tomato Pizza gave their
loyal customers a new level of premium – a fridge magnet that delivers their
favourite pizza on the touch of a button.
Called the VIP Fridge Magnet, this pizza box-shaped magnet had a simple
message ‘Push for Hunger’. Once pushed, the customer’s pre-set order was
sent to the internet via the Bluetooth connection on a smartphone. Red Tomato
Pizza then sent a confirmation text and delivered the pizza soon after. And
when fans found a new favourite, they could simply edit their preferred order
online, with the pizza magnet updating their selection on the spot.
To create a buzz and launch the VIP magnet, Red Pizza released a promotional
video, in the style of a blockbuster movie trailer. This was followed by another
video showcasing the magnet’s technical abilities and demonstrating just how
easy it was to ‘Push for Hunger’.
Remarkably the pizza company managed to create the magnet at the same
cost as a slice of pizza. Initially delivered via delivery men to customers on their
loyalty programme, demand was so great that they had to mail the magnet to
all hungry customers.
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RESULTS
One small device changed the pizza delivery field in Dubai.
Nearly 100 pizzas were delivered in just the first weekend.
After 4 weeks, 69% of customers had tried the fridge magnet more than once.
People talked about receiving the magnet on social media, helping to transform
Red Tomato Pizza lovers into genuine brand advocates.
Source: Dubai Lynx 2012, Mashable, 2012
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