Domino's: Vernacular "app"etite

Domino's, the fast food chain, aimed to aggressively acquire app customers through a dominant brand presence across India.

Campaign details

Brand: DominosLead Agency: Hiveminds Innovative Market Solutions Pvt LtdRegion: APAC

Strategy

Objective

The main objective was to aggressively acquire app customers through a dominant brand presence across India. We learnt that 70% Indians find local language digital content more reliable and 88% Indian language internet users are more likely to respond to a digital advertisement in their local language as compared to English.

Domino's used Vernacular Ads to improve brand stickiness as there is a shift in consumer preference for regional languages, with vernacular ads driving performance and impact.

The success of these...

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