Most people order pizzas when they're at home or at work. Aiming to broaden those delivery horizons, Domino's Pizza in the Netherlands recently placed white doors in the park and on the beach.
Dubbed Domino's Delivery Points, the doors prominently featured the company's phone number, as well as doorbells for delivery people to ring. Dutch director of marketing André ten Wolde explained that as long as they're within delivery range of a local Domino's, customers can have a pizza delivered pretty much anywhere: at the beach, on a boat, in the park, etc.
Targetting summer beach crowds and an influx of students in Amsterdam, the campaign—developed by creative agency Indie Amsterdam—draws on the power of showing instead of telling. Does your product or service have hidden benefits that you could demonstrate in an equally effective (and cost-effective) manner? (Related: Beach barbecue on call in Copenhagen — Balloon-enabled pizza delivery in Paris.)
Website: www.dominos.nl
Contact: www.dominos.nl/Corporate/contact
Spotted by: Judy McRae
Great idea,but probably won't last long. If placing such a structure on the beach is legal, other delivery services will soon install their own creations. Then there will be complaints about such advertising on the beach, and everything will be removed.
After that, instead of a structure, Dominos will simply pay a staff person to sit on the beach all day. The employee will be the pickup point.
Competitors, seeing the Dominos oversized-beach towel-pickup point with an attractive young lady lounging there, will follow with their own "living pickup points". Businesses that cannot afford a human will let a cute dog ("dressed" in the company's log-wear), run loose on the beach. Several dogs may be utilized.
Now, competitors, not wanting to copy the dog idea, will release branded sand crabs containing embedded RFID tags. Any branded sand crab would be a pickup point. Delivery staff would use an RFID locator, or WiFi.
Well this is brillant.
We recently found a sofa and took it too a park the morning after a night out in London and all we thought that would have just made the evening would be if we could order a dominos pizza. Fab.
I think there is a complete target market for this service and it works perfectly!
beaches/parks bring it to London! it'll be awesome
www.theopenconsultancy.com
@Mark- These marketing tactics aren't meant to be displayed for long periods of times.
Guerrilla tactics such as this one are intended to generate BUZZ.
Which they did. Sooo, good for them. I dig it.
I'm curious to know if they actually delivered to these locations. If so, were there spikes in sales because of it?