Set ‘em Up, Knock ’em Down


Domino’s Pizza recently partnered with Tellme to provide Spanish-speaking customers with an in-language ordering service. Calls are answered with a Spanish voice service that plays special offers of the day, provides ordering options and captures information about where the caller is located to determine the local store that delivers to their location. For orders that need assistance, the caller will be connected with a Spanish-speaking representative to complete the order.

“We’re using a variety of media to publicize the new service,” says Rob Weisberg, VP of precision and print marketing at Domino’s Pizza. “For this national effort, the TV spots centered on two themes. The first is our Brooklyn Pizza, which emphasizes the size of the slice. The other is called ‘You’ve Got 30’ and focuses on what you can do with the 30 minutes you just bought yourself by ordering pizza from Domino’s,” says Weisberg.

Latinworks developed the creative and handled the buying for the broadcast components of the campaign.

The print effort is a direct mail campaign targeted at Hispanic households in Dominos’ areas of delivery, and was orchestrated by Razor Driven, out of Dallas, TX.

“The real thrust of the new call system and the supporting campaign is to embrace the Hispanic consumer. After all, the easier we make it for them to order from us, the more likely they are to order from us again,” says Weisberg.

Since launching in late February, the Spanish-language hotline has received “hundreds of thousands of calls,” according to Weisberg.

Related Articles:

Domino's Chooses LatinWorks and Lopez Negrete (Feb. 2006)

Advertising Campaigns: Domino’s Pizza (Jan. 2006)


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