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CASE STUDY: Dominos use radio with TV to deliver a sales uplift

Provided by Radiocentre
Dominos opted to incorporate radio their media mix, alongside TV to help reach people at times when TV couldn't
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What was the Challenge / Background of the Campaign?

Dominos had been a traditional TV advertiser, famously sponsoring The Simpson's on Sky One, and hadn't had a presence on radio for almost a decade. In the face of fragmenting TV audiences and the rising cost of online advertising, Dominos opted to incorporate radio into their media mix using it alongside TV to achieve maximum effect to reach people at times when television couldn't. The ultimate objective was to launch and drive sales of the new Texas BBQ pizza. Dominos ran a substantial weight airtime campaign over a 6 week period aimed specifically at 16-34 males. Find out more...

What was the Campaign Objective?

Drive Sales/Usage
Reference: 4385 // Posted: 24.03.09

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsDominos saw an 11% increase in sales post campaign
16 - 24
25 - 34		Male
ABC1
C2
RADIO
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
All RegionsAll YearBUILD AWARENESS
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