APPIES 2018 Winning Campaign: Domino’s Cheese Tarik Crust

May 16, 2018

Mullenlowe Malaysia scored Gold for Domino’s Cheese Tarik campaign at the APPIES Malaysia 2018!


Challenge
Despite the boom in business, Domino’s was facing the challenge of coming up with an innovative, new product. Domino’s needed not just a new pizza, but a fantastic product that would work wonders across the range as part of their permanent menu offering – something that would generate not just sales, but buzz about the brand.
On top of that, the challenge posed then was to introduce a product into an established category, with minimal spend but with an idea that maximized product superiority and taste appeal. But how would they introduce a new cheese crust pizza into a market whereby cheese crust pizza is a popular innovation already ‘owned’ by the competitor?
Cheese Tarik Campaign roll-out
MullenLowe Malaysia approached the strategy by simply “stretching the truth” – therefore they decided to prove to Malaysians that a tastier cheese experience can actually be seen! The campaign’s idea was to get consumers to ‘taste with their eyes’ and see how far a great tasting cheese can be ‘tarik’. Following that, a social media challenge the #CheeseTarik challenge was executed to get a buzz going!

The challenge basically got consumers to show off how long they can ‘tarik’ the new Domino’s Cheese Tarik Crust to get them sample pizza for themselves. Not only did they get to see, touch, taste and ‘tarik’ the new Domino’s Cheese Tarik Crust, they also helped spread the word to their friends thanks to the power of social media.
Results

The Cheese Tarik campaign proved to be a massive hit! A massive 260% engagement increase, 45.3% in ad recall, 25.7% life in product interest and 31.2% life in brand interest was observed. The campaign resulted in Domino’s running out of product and a 95% increase in delivery sign-ups during the campaign period. Sales value during the same period also increased by 336%!

dtc logo
Is the Customer at the heart of your Digital Transformation?
On 19th of July, MARKETING will be organising a conference on Customer-Centric Digital Transformation (#DTCX2018) to help you answer that question. The conference will be driven by Paul Stewart who authored the best-seller ‘Branded Customer Service’ and currently is the Special Advisor, Strategy & Transformation for TMI Malaysia. Drawing from his 25 years of diverse experience as a Chief Economist, CEO and consulting in organisational change, transformation and innovation Paul will be sharing his learnings and current trends in this realm.
He will be joined by key thought leaders in the areas of transformation, data analytics, customer service, branding, marketing, digital, human resources and more! Some of the key names who will be joining us include:
* Imran Kunalan Abdullah, Advisor/Principal Consultant – Digital Talent Development & Leadership and People Analytics
* George Aveling, CEO, TMI Malaysia
* Laurence Smith, Head, Asia Region, SmartUP
* Falko Leonhardt, Principal Consultant Transformation Strategy and Change, TMI
and MORE!
Get ready to be inspired by case studies on transformation, honest conversations on driving change and actionable insights you can take back to implement in your organisation.
Date: 19th July 2018
Time: 8.30 am -6.00 pm
Venue: Sime Darby Convention Center, Bukit Kiara
For more information on DTCX 2018 contact Amira today at amira@adoimagazine.com or Book your spot early to avoid disappointment!