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Bronze Winner

Digital — Retail

Entrant: TBWA\RAAD, Dubai

Red Tomato Pizza
"VIP Fridge Magnet"

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Description of the Project

Red Tomato is a neighborhood pizzeria wanting to drive loyalty with existing customers and increase delivery orders. Going up against multinational chains, they were losing to big budget ad campaigns and 'value deals'.

We had to find an idea that would resonate with customers beyond deals and toppings. So we found a local insight. Home delivery is popular in Dubai, but with over 200 nationalities, placing and receiving the right order is usually riddled with communication problems. Our strategy was to make home delivery from Red Tomato a special experience in a way no brand had done before.

We delivered Red Tomato fridge magnets to loyal customers. The twist? The magnet doubles as the ultimate VIP pizza emergency button! Customers could activate it by connecting through Bluetooth® with their mobile phones. With just the press of a button, it would automatically place an order for their favorite Red Tomato pizza whenever a craving struck. And if fans found a new favorite, they could simply edit their preferred order online, with the pizza magnet updating their selection on the spot. A YouTube teaser video was created to make other customers realize what they were missing out on.

Technical Lead: Navin Chauhan User Interface Lead: Jerome Conde Animator: Juan Behrens Agency Producer: Kishore Ramachandran Art Director: Rafael Guida Copywriter: Melanie Clancy Creative Director: Preethi Mariappan Agency: TBWA\RAAD, Dubai Account Executives: Mohammad Khan/Weam Elhila Corporate Name of Client: Red Tomato Pizza

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