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Dodo Pizza
The first nationwide advertising campaign

RAN IN: Russia

CLIENT
Dodo Pizza (Dodo Franchising LLC)

AGENCY
Total View *Lead Agency


2SHARP *Lead Agency


SUMMARY

Food is the most social act and pizza is the most social food. This idea reflects the core values of the brand - QTTT (quality, taste, transparency, trust). A campaign was developed on these values, and that made it possible to appeal to our audience. The story is about a pizza chain originally from Syktyvkar that ran its first national TV campign that was based on “active listening”, where installs were used as real-time feedback. This resulted in growth of revenue (3 mio RUB per restaurant per month), ToM awareness (by 42% in Moscow) and an app installs (+188%).

CASE STUDY

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CASE VIDEO


Audience: The Dodo Pizza’s target audience consists of different people from all over the country. These are energetic and active people, who always seek for impressions and emotions. They need to feel their relevance, love, recognition of friends and colleagues. Building relationships - is an important part of their life. However, the life of the majority of these people is pretty ordinary. Therefore, there is a strong need for a holiday, for something that will pull them out of the dullness of everyday life, will provide an opportunity to experience emotions and share it on social networks.

Objectives: Even with the highest number of pizzerias in the country, the Dodo Pizza brand awareness was very low. Thus, the main tasks were: - to build brand awareness (before the campaign TOM awareness was around 12%) - to increase the mobile app installations by 40%; - to increase the pizzeria’s average monthly revenue up to 3 million rubles.

Type: B2C

Language: English, Russian