Past Winners

VIP Fridge Magnet Gold Winner

 

Red Tomato Pizza needed an inexpensive way to take on the mega pizza chains, enhance customer loyalty, and increase and improve its delivery service. So the pizza shop teamed up TBWA\RAAD cand created Red Tomato VIP fridge magnets.

Besides serving as a refrigerator decoration, the magnet acts as a VIP pizza “emergency delivery” device for loyal pizza lovers. Customers could push the magnet’s button to automatically place their pizza order of choice. The ordering process is set up using Bluetooth technology via customers’ mobile phones. Customers can update their pizza of choice online, which adjusts the magnet order accordingly. Red Tomato also created a YouTube video to help spread the word.

The service delivered delectable results. By keeping to a marketing budget of $9,000, deliveries skyrocketed 500% within four weeks. Red Tomato Pizza received 3,240 requests from previous customers and 97,133 from new ones. The VIP magnet also experienced a publicity boom with more than 12,000 mentions, 9,400 international news stories—worth more than $8 million in free media. The success of the program also opened the door for global franchise opportunities.

 

Agency:

TBWA\RAAD

Client:

Red Tomato Pizza

Head Of Digital:

Preethi Mariappan

Senior Interactive Art Director:

Rafael Guida

Senior Content Strategist:

Melanie Clancy