Domino’s mobile appad campaign proposal

Team 11

Do Hee Kim Elyssa Gentile

Jinwoo Kim Hubert Radon

Low awareness of Domino’s mobile app

Unwillingness to download a corporate app

Situation overview

College students aged 18 – 24 who owns a smartphone

and values ME-TIME

Target Consumer

Positioning Strategy

Position Domino’s app as the quickest & easiest delivery service in consumer’s mind

Situation AnalysisConsumer Insights

“I get stressed from hunger, but I’m too busy to order or even

think about food until I’m finished playing.”

“The most effort I would put in into ordering food is

sending a text.”

Our target users are too lazy to make a phone call order.

They do not want to be disturbed.

Have you heard of Domino Pizza App?

If Yes, have ever used it?

YES 6.9 %

NO 93.1 %

YES 33.3 %

NO 66.7 %

Our target users know thatDomino’s app exists;

But they don’t really use it.

“I get so stressed when school starts. I have so much to get ready

for”

In-depth Interview Survey

Communication Objective

Message Strategy

Encourage current consumers to use Domino’s app to place an order

Transformational ApproachDo – Feel – Learn

Habitual

AffectiveInformative

Satisfaction

Do – Feel - LearnDo – Learn – Feel

Learn – Feel – Do Feel – Learn – Do

Think Feel

Hig

hIn

volv

emen

tLo

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Invo

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ent

Message:Domino’s app will let you order Your food in split seconds With just a few tabs with your thumbs!

ORDER your Pizza within 7 secondsVine it! And win a free pizza!

Creative Execution

Media Plan

JUN JUL AUG SEP OCT

OWNED Media

Facebook Page

Twitter Account

PAID Media

YouTube Video AdYouTube Ad Production(6/1 – 7/31)

Release the Ad (8/1 – 8/31)

Vine Event Promotion Starts

(8/1 – 8/31)

Vine Event Starts

(9/1 – 9/30)

Creating Youtube Commercial - $3,500 to $5,000 In ad streaming cost - .30 per view, 25,000 thousand views a day = $7,500Run commercial for a month = $225,000Expected Total Advertising Budget = $230,000

Production cost: $5,000Media buying cost: $0.30 x 25,000 (thousand views a day) = $7,500

$7,500 x 30 (days) = $225,000

Total cost: $230,000

Budget Plan

750,000 active views on Youtube 3,000 retweets or favorites on Twitter

(~100 retweets/favorites per day x 30 days in the promotional period= ~3000)

500 uploaded vines5,000 likes on facebook promotional content by october

5,000 new downloads of smartphone app150% increase in orders through domino’s app

Expected Result