Domino's Pizza: Most awakened

Inigo de Luis, Begona Garcia, Mireia Alvarez, Gemma Gonzalez

Domino's, the fast food pizza chain, launched a promotional activation to increase consumers recruitment in Spain.

Campaign details

Brand: Domino's PizzaBrand owner: Grupo AlseaLead agency: Arena MediaCountry: SpainIndustries: Restaurants & takeawaysMedia channels: Online video, Sales promotion, Social mediaBudget: Up to 500k

Executive summary

In Spain Domino's Pizza is a 12 years old company and they come in 2nd in terms of market share. The market has a strong and historical leader, Telepizza, who introduced the category in Spain in the 80s and it's the first choice for many families yet.

Domino's marketing strategy is focused since the beginning in the most heavy users...

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