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Domino's IoT-Driven Winter Survival Deal Advertising Strategy
Domino's, a leading pizza brand in the UK, was faced with the challenge of boosting sales during the winter season. The winter period, characterized by long dark nights and cold frosty mornings, is typically a low season for many businesses, including Domino's. The post-Christmas period often sees a slump in sales as customers cut back on spending after the festive season. The challenge for Domino's was to create an appealing offer that would entice customers to purchase their pizzas despite the unfavorable weather conditions and the general spending cutbacks associated with the winter season.
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Domino's 'Greatness' Strategy: A Case Study in IoT Integration
In 2012, Domino's, a leading pizza delivery brand, was facing a decline in brand differentiation amidst increasing competition and an increasingly fickle customer base. The company was struggling to maintain its market position and needed a strategy to reinvigorate its brand and increase sales. The challenge was to find a way to embed the brand into the lives of millennials, a key demographic for the company. Domino's customers were expressing that life was too stressful and money too tight for takeaway food to deliver a disappointment. The company needed to ensure that its meals were not just satisfactory, but sociable, satisfying, and special.
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Domino's Innovative Social Media Marketing Strategy: GIFEELINGS
Domino's, a leading pizza delivery company, was facing a significant challenge in maintaining its market position among Millennials. This demographic was becoming increasingly elusive due to the rise of Dark Social, a term referring to social sharing that cannot be tracked by web analytics. Domino's needed a fresh, innovative approach to remain relevant and top-of-mind for this group. The company discovered that Millennials were expressing their reactions to daily life and food in a more emotional, nuanced, and abstract way, using memes, GIFs, and emojis. However, when it came to expressing their love for pizza, they were at a loss for words. Domino's saw this as an opportunity to create a new language for pizza lovers.
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Revamping Domino's Digital Marketing Platform: The Birth of Pizza Legends
Domino's, a renowned pizza brand, was facing a challenge with its 'Create Your Own' pizza feature. This feature, once a unique selling point for Domino's, had been replicated by almost every other pizza brand, diluting its uniqueness and appeal. The challenge was to reclaim this feature and make it synonymous with Domino's again. The company wanted to transform this feature from being merely functional to being fun and engaging for its customers.
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Snapchat as a Digital Marketing Platform for Domino's
Domino's, a leading pizza brand in the UK, was looking to bolster its social media presence and further enhance its digital marketing strategy. The brand was already successful with its 'Pizza Legends' campaign, which allowed users to create over 385,000 unique pizzas online. However, Domino's wanted to continue its innovative approach to mobile advertising and deliver 'Moments of Greatness' to its customers throughout 2016. The challenge was to find a new, engaging platform that would allow Domino's to connect with its customers in a unique and exciting way.
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Dutch Comfort Box: IoT for Social Impact and Engagement Advertising
The Dutch football team, one of the world's most renowned, failed to qualify for two consecutive major tournaments. This was a significant disappointment for the Dutch fans, who were left with no team to support during these events. The challenge was to find a way to engage these fans and provide them with a sense of comfort during this difficult time. The situation required a solution that could reach a large number of fans, engage them in a meaningful way, and provide a tangible reminder of better times in Dutch football.
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Harnessing IoT for Social Impact: Earth Hour Case Study
Earth Hour, a global grassroots movement initiated in 2007, aimed to unite people and deliver a strong message about the importance of climate change. Over the years, the symbolic action of switching off lights for one hour has grown awareness about the issue. However, the challenge was to transform this awareness into tangible action beyond the symbolic hour. The goal was to demonstrate to people how their individual actions could ripple into larger, collective impacts for the future. The challenge was to encourage people to donate one of the most powerful communication tools they have – their social media feed.
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Ella's Kitchen: Launching Organic Baby Food in the Netherlands
Ella's Kitchen, a brand with a strong British heritage, faced the challenge of launching its organic baby food products in the Netherlands. The brand needed to adapt its strategy to fit the Dutch market, where parents are not interested in ready-made meal replacements. Instead, Dutch parents enjoy the process of helping their children discover the joy of eating. The challenge was to position Ella's Kitchen not as a substitute for mealtime, but as an extension of the mealtime experience. The goal was to help parents encourage their babies to develop a good relationship with food, using all their senses and becoming little foodies in the process.
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Eurosport's Digital Transformation for PyeongChang 2018 Olympics
Eurosport, a leading sports television network, was faced with the challenge of effectively capturing and sharing the journey of athletes leading up to the PyeongChang 2018 Olympics. The network wanted to create a platform that would not only showcase the athletes' journey but also serve as the ultimate destination for fans to experience the Olympics. The challenge was to distill the essence of the Olympics into a simple truth: 'millions of journeys, one destination'. This required a comprehensive digital solution that could handle the vast amount of content and social interactions expected during the event.
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Rebranding Fiji Airways through IoT: A Home Away from Home
Fiji Airways, in an effort to rebrand itself, sought to encapsulate its unique sentiment in a profound and engaging way. The challenge was to create a content series that would resonate with audiences in Australia, New Zealand, Fiji, USA, and Hong Kong. The goal was to find deserving individuals with real stories and hardships who had never travelled overseas. The airline also wanted to capture the essence of Fiji as a 'home away from home' through the experiences of world champion surfer, Kelly Slater, who had been visiting Fiji annually for the past 24 years.
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Revving Up Social Media Engagement for Formula E
Formula E, a progressive and exhilarating racing franchise, had built a strong audience base in its first three seasons. However, the franchise wanted to expand its reach and attract more people from different markets around the world. The challenge was to develop a marketing strategy that would not only appeal to the traditional, older motorsport fan but also tap into the interest groups of different audiences. The goal was to position Formula E as a unique and exciting motorsport that does things differently from other franchises. The strategy also needed to shift from focusing solely on race days to building excitement before and after the race.
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Revolutionizing Formula E Racing with 'Attack Mode'
With the introduction of the Gen 2 car in Season 5, Formula E faced a new challenge. The improved battery of the Gen 2 car eliminated the need for regulatory pitstops that were prevalent in previous seasons. This change, while technologically advanced, removed a layer of unpredictability and drama from the races. The challenge was to find a way to enhance the racing experience and reintroduce an element of unpredictability and excitement for the drivers, media, and spectators. The Formula E team needed a creative and innovative solution that would not only maintain the interest of the existing audience but also attract new followers.
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Transforming Brand Perception and Engagement for Formula E through IoT
Formula E, an electric car racing sport, was facing a significant challenge in breaking into the mainstream and attracting the attention of sports fans. The sport was at risk of remaining a niche curiosity due to the prevalent misconception that Formula E cars, being electric, were akin to 'toy' cars. This perception was hindering the sport's growth and potential to become a mainstream spectacle. The challenge was to flip this misconception and showcase Formula E as an exciting, visceral racing spectacle, particularly ahead of the Hong Kong E-Prix on Sunday 10th March.
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Transforming Perceptions of Electric Racing: The Marrakesh ePrix Case Study
Formula E, a global strategic and creative account holder, was faced with the challenge of transforming the perception of electric racing. The goal was to provoke sports fans to tune in and demonstrate how Formula E is reinventing racing. The challenge was not only to change the perception but also to attract a significant audience to the sport. The campaign was to be launched with a high-energy TV commercial on Channel 5, with the aim of reflecting the electrifying power and energy the Formula E race would bring to the city of Marrakesh. The campaign was to be the first in a series of creatives tailored per race location, with a total of 14 races taking place across 11 cities.
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Fruit Shoot's Global Marketing Strategy: An IoT Case Study
The challenge was to launch a global-to-local, fully integrated campaign for Fruit Shoot, a brand under Britvic. The aim was to create a fresh creative platform that would not only mark a significant change for the brand but also for the category. The new approach was targeted at health-conscious parents and aimed to celebrate real children doing what they're passionate about. The strategy was born from new insights among the target audience of 'pragmatic parents', which revealed that societal pressures were limiting children's ability to express themselves and preventing them from finding activities they genuinely love. The campaign was set to challenge the category norm of featuring glossy, idealised depictions of children and families.
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Gibson Trainer Headphones: An IoT Solution for Athletes
The challenge was to develop a product that would cater to the needs of athletes, particularly those who rely on music to enhance their performance. The product needed to offer maximum freedom of movement without compromising on sound quality. This was particularly important as studies have shown that music can significantly improve athletic performance without increasing exertion. The product also needed to be developed in partnership with Usain Bolt, a world-renowned athlete, which added another layer of complexity to the project. The challenge was not just to create a product that met these specifications, but also to effectively advertise it to the target audience.
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Lamborghini Giro: Enhancing Customer Loyalty through IoT
Automobili Lamborghini, a renowned luxury car manufacturer, annually organizes a flagship loyalty event, Lamborghini Giro, for its most loyal and enthusiast customers. The event, which typically sells out in 24 hours, involves a five-day, four-night multi-city trip across some of the most breathtaking highways of North America. The challenge was to maintain Lamborghini’s premium brand standard while refreshing the identity of the Giro event each year, depending on the location. The event needed to not only highlight the impressive cars but also the Lamborghini Lifestyle. The company sought to create a unique and memorable experience for the 20 exclusive guests, who were to travel from Colorado Springs, CO to Taos, NM, concluding at the Four Seasons in Santa Fe, NM.
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Extending Guinness' #TasteOfBlack Campaign Across East Asia
Following the success of the #TasteOfBlack campaign in South Korea, Guinness aimed to expand the campaign to other markets in East Asia, specifically China and Taiwan. The challenge was to modify the original TVC to suit these new markets and change the perception of Guinness in these regions. Additionally, in South Korea, the TVC needed to be supported with a nationwide sampling campaign to further engage with drinkers and encourage them to sample Guinness. The campaign was set to run throughout the summer, targeting over 4900 outlets and aiming to get over 100k drinkers to try Guinness. The challenge also included maintaining online awareness of Guinness through a partnership with the dance group, One Million.
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Transforming Sanitation in Brazil: A Case Study on Neve's 'Half of Us' Campaign
Brazil faces a significant sanitation crisis, with 50% of its population lacking access to basic sanitation. This equates to approximately 100 million people living without basic hygiene and 40 million people without access to clean water. The consequences of this crisis are severe, leading to increased child mortality rates in the country's poorest regions. Neve, Brazil's leading toilet paper brand, recognized the urgency of this issue and sought to raise awareness about the critical subject of basic sanitation. The challenge was to create a campaign that would not only bring attention to the problem but also inspire action and provide practical solutions.
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Revitalizing Haven's Brand through IoT and Strategic Advertising
In 2017, Haven, a UK-based operator of 40 family holiday parks, faced a challenge of repositioning their brand to appeal to a wider consumer base. The company was struggling to effectively communicate the unique experiences and refreshing escape from stressful life that their holiday parks could offer to families. The existing branding and advertising strategies were not generating the desired increase in bookings and revenue. The challenge was to create a new brand platform that would resonate with a broader group of consumers and drive an increase in bookings and revenue.
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IoT in Marketing: Haven's Brand Partnership Strategy
Haven, a UK-based holiday park operator, was looking to leverage its official partnership with Team GB to increase its brand visibility and customer engagement. The company wanted to highlight its unique selling proposition of offering a refreshing coastal break in the UK. The challenge was to create a marketing strategy that would not only embody the freedom and fun a Haven beach break can offer but also bring to life Haven's sponsorship with Team GB. The company aimed to unify holidays and holiday home ownership under a single brand, thereby enhancing its market positioning.
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Samsung's 'Bring your A Game' Campaign: A Case Study in IoT and Social Media Integration
Samsung, building on the success of their 'Rethink Role Models' campaign and Netball partnership, wanted to further demonstrate the role social media plays in supporting sport in Australia. The challenge was to promote the launch of the new Galaxy A5 in a way that would engage both Netball superstars and sporting fans across the country. The company aimed to create an action-packed campaign that would put the mobile device at the heart of the sporting community, encouraging fans to get involved and show off their skills using the hashtag #GalaxyAGame.
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Samsung's IoT Journey: From Concept to Smart Domestic Appliances
Samsung, a global leader in technology, had a vision to connect all of its domestic appliances to the Internet of Things (IoT) by 2020. However, the company faced a significant challenge in translating this ambition into a compelling consumer proposition. The task was not just about integrating IoT technology into appliances, but also about understanding how this technology could enhance product performance and meet consumer needs. The challenge was to research market opportunities, generate and validate ideas for new domestic appliances that leveraged IoT. This required a deep understanding of the technology landscape, relevant applications for IoT, and how these could be linked to consumer needs and behaviours.
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Hugo Boss's Befit Campaign: An IoT Case Study
Hugo Boss, a renowned luxury fashion brand, was faced with the challenge of launching their Befit campaign in Singapore. The brand wanted to communicate the concept of sacrifice as the new language of luxury, a message that needed to resonate with the Singaporean audience. The challenge was to create a campaign that would not only promote the brand but also connect with the audience on a deeper, emotional level. The campaign needed to be innovative and impactful, capable of capturing the attention of the audience across various platforms including digital, social, cinema, and out-of-home (OOH).
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Translating Analytics into ROI: A Case Study on IKEA's Family Loyalty Program
IKEA, a multinational conglomerate known for its ready-to-assemble furniture and home accessories, was faced with the challenge of tailoring its global loyalty program, IKEA Family, to the US market. The company aimed to make the program a primary vehicle for capturing customer data, developing insights, and activating sales through data-driven marketing. The challenge was to create a value proposition that would resonate with the US market and encourage participation in the loyalty program. This required a comprehensive understanding of customer behavior and preferences, which could only be achieved through the analysis of vast amounts of data from various sources.
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Hotel Indigo's Color of Pride: An IoT Case Study
Hotel Indigo, a part of the InterContinental Hotels Group (IHG), wanted to expand its support for the LGBTQ community and join in the Pride celebrations that take place every June. The challenge was to build on the success of their 2017 Pride campaign and create a more expansive offering for 2018. The goal was to develop content that would support a digital media partnership with Daily Beast, a paid social media flight, and influencer activations on key properties. The campaign was meant to welcome the LGBTQ community to the hotel and feature Pride celebrations around the country. The challenge also involved creating a turnkey solution for hotel locations that chose to participate, complete with a variety of marketing materials and suggestions for on-site activations.
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Enhancing Customer Engagement and Revenue through IoT in IHG's Rewards Partner Programme
InterContinental Hotels Group (IHG) was keen to understand the business impact of its Rewards Partner Programme, which boasts approximately 74 million members. The challenge was to analyze the vast amount of data from multiple sources across IHG and its partners. The data was a mix of 1st and 2nd party data sources, which made it difficult to analyze and understand the customer behavior, preferences, and demographics. The goal was to create a segmentation that could cover millions of customer records, overlaid and enhanced with 3rd party credit card spend, demographics and preference, lifestyle, and brand survey data.
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Design and Launch of IHG's Global B2B Loyalty Program
The case study revolves around the challenge faced by IHG (InterContinental Hotels Group) in developing and launching a global loyalty program for corporate hotel bookers and event planners. The primary requirement was to create a single proposition that could cater to businesses of all sizes, ranging from global enterprises to individual wedding planners. The challenge was not only to design and develop the program but also to manage its launch. This involved initial business casing, stakeholder engagement, requirements gathering, go-to-market strategy, migration from legacy programs, and launch strategy.
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Enhancing Customer Engagement through IoT: A Case Study of IHG's Rewards Partner Programme
InterContinental Hotels Group (IHG) was keen to understand the business impact of its Rewards Partner Programme, which boasts approximately 74 million members. The challenge was to analyze the vast amount of data from multiple sources across IHG and its partners. The goal was to create a comprehensive customer segmentation that would enable IHG to develop more effective marketing strategies and communications. The segmentation needed to incorporate various data points, including 3rd party credit card spend, demographics and preference, lifestyle, and brand survey data.
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FinAccel Streamlines Credit Access and Enhances Customer Engagement with Twilio SendGrid
FinAccel, a financial services company, was facing challenges in providing easy and equitable access to credit for customers with limited histories. The company's goal was to enable customers to shop with approved retailers through a two-click purchase option and pay for purchases later with installments. However, the company's existing email marketing tool was not agile enough to accommodate the sending of several new campaigns to a rapidly growing contact list. The delivery speed per campaign was around eight hours, which was not feasible for their time-sensitive campaigns and promotions. The company needed an email marketing solution that would allow them to deliver important campaigns on time and keep up with their rapidly growing user base.
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