You can count on Domino’s Pizza Singapore to go above and beyond with National Day promotions. The pizza chain recently gave away 540 personal pizzas across 10 selected outlets to commemorate the nation’s 54th birthday. Constant updates were posted on its Facebook and staff members were seen distributing cups of water to those queuing.
According to Domino’s Facebook post the pizzas were fully redeemed at all 10 stores in under 24 minutes. In a statement to Marketing, Ee Laine Hang, GM, marketing of Domino’s Pizza Singapore said prior to the execution of the initiative, the team created awareness through pre-event news release and social media postings. To drive buzz to its giveaway, Domino’s engaged targeted communities via messaging platforms to provide information and invitation for the initiative. Hang said the main objective behind the giveaways was for Singaporeans to sample the new sambal-flavoured pizzas.
It is commonly known in Singapore that these sort of events draw huge crowd, Hang said. To ensure a clear redemption system, the Domino’s team communicated the terms of the giveaway in pre-event materials including social media pages and press release which details the pizza quantities that will be given away in each store. In addition, the team activated more on-ground staff to manage queues and reiterate the redemption mechanics.
According to Domino’s, its efforts are constantly steered towards being an emotionally-connected brand. Having launched its range of sambal pizzas and with National Day coming up, the Domino’s team saw an opportunity to continue building on the emotional connection with customers. Hang added that the giveaway was the company’s way of celebrating this country-wide occasion alongside Singaporeans, especially since locals here place pizza as part of family meals, gatherings with friends, study nights, and even for team-bonding activities.
Meanwhile, the 10 stores were selected as a nod to the brand’s 10th year in Singapore. To better target consumers, the team ensured that the selected stores were spread across heartlands in Singapore – Woodlands Rise, Sembawang, Tampines Avenue 4, Siglap, Bedok Reservoir, Bedok, Hillview, Jurong Green, Crown Centre and Ang Mo Kio Cheng San.
Another attempt to demonstrate Domino’s “It’s All About You” brand proposition was showcased when the team in Malaysia showed support for the country’s eSports athletes by offering the team up to 10 years worth of pizzas if they clinch a medal at the upcoming Southeast Asian Games in November. Linda Hassan, senior VP, marketing, Domino’s Pizza Malaysia and Singapore told Marketing that Domino’s aims to motivate national eSports athletes to perform by offering tangible incentives. “Pizzas are gamers’ best friend. We are taking the opportunity to provide support to a market segment that is connected to our brand,” she added.