Domino’s
Using radio in conjunction with TV to deliver a sales uplift
Audio(.mp3)
Background
Domino’s had been a traditional TV advertiser, famously sponsoring The Simpson’s on Sky One, and hadn’t had a presence on radio for almost a decade.
In the face of fragmenting TV audiences and the rising cost of online advertising, Domino’s opted to incorporate radio into their media mix using it alongside TV to achieve maximum effect to reach people at times when television couldn’t.
The ultimate objective was to launch and drive sales of the new Texas BBQ pizza.
Why radio?
Domino’s used radio to target customers at both a regional and national level.
As a real time medium radio could mirror the TV strategy by advertising modally at times when the messaging would have most resonance, such as evening Drivetime.
Domino’s own research had shown that consumers only needed one impact of the advertising to drive consideration and instigate an order. Radio therefore had the ability to drive orders by reaching people on their way home before they’d even switched on their TV.
Implementation
Domino’s ran a substantial weight airtime campaign over a 6 week period aimed specifically at the 16-34 male audience. Spots were highly targeted across 31 stations and scheduled in Drivetime hours to complement TV activity.
To raise awareness further of the Texas BBQ pizza promotions ran concurrently on GCap stations and talkSPORT.
Results
Despite spending half the total amount Domino’s normally invests on TV, sales continued to increase at the same level that was projected for a TV campaign; a goal of 10% YOY total sales. This was surpassed during the Texas BBQ campaign with a sales increase of 11.17% YOY. The campaign delivered an 8.9% immediate ROI and the lowest CPA across 2008.
RAB Comment
"Radio proved highly successful and an effective alternative to TV. Not only did it offer a unique opportunity to target both regionally and nationally, but also modally – in the evenings when people were in the right frame of mind to order pizza. Added to this was the bonus of being able to target people on their way home, before they’d even switched on their TV, and get them to consider ordering a pizza. The campaign achieved great results and put radio on the map for us."
Robin Auld, Sales & Marketing Director, Domino’s Pizza Group Ltd