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Britain’s Got Talent 2010 With Domino’s

Britain’s Got Talent 2010 With Domino’s. Dominos and Britain’s Got Talent. Background: Back in 2007 Domino’s was the largest pizza delivery company in the UK

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Britain’s Got Talent 2010 With Domino’s

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  1. Britain’s Got Talent 2010 With Domino’s

  2. Dominos and Britain’s Got Talent Background: • Back in 2007 Domino’s was the largest pizza delivery company in the UK • Dominos had seen significant growth in sales and market share in previous years and needed a platform to help take the brand to the next level and to help secure its future position as Britain’s favourite pizza delivery company • Having previously run a successful lengthy sponsorship deal on a smaller channel, Domino’s were keen to secure a property that would deliver the biggest possible audience during a ‘prime time’ slot and help to catapult the brand front of mind amid their core target audience • Dominos became the proud broadcast sponsor of Britain’s Got Talent across a 3 years period 2007 - 2009. This case study focuses on the 3rd year of the partnership Objectives: • Domino’s wanted to continue to align themselves with 16-34’s and families they needed key weekend shared viewing opportunities • Domino’s needed a platform to further increase brand awareness and unify their franchises nationwide • Securing a time in the schedule which would keep Domino’s front of mind as the perfect accompaniment for an evening of BIG entertainment was absolutely vital

  3. Dominos and Britain’s Got Talent Reasons for sponsorship: • In its fourth series, BGT has become a truly iconic show • During transmission BGT easily becomes one of the most talked about and written about television shows. 2010 was no different, producing the biggest ever launch show in the programme’s history peaking at 12.9 million individuals • The format continued to offer Domino’s light-hearted entertainment whilst efficiently targeting their core 16-34 and family audiences • The sponsorship allowed Dominos to align themselves with the best performing commercial entertainment show of 2010 delivering mass awareness (Q2 2010) Programme Details: • Irrespective of the “Subo” effect in 2009, 2010 averaged 6% higher, highlighting that the BGT brand is an infamous entity in its own right! • BGT continues to be one of ITV’s top performing shows, hosted by two of ITV's most popular hosts; Ant and Dec. Yet again awarded ‘Most popular Entertainment presenter’ for the ninth year running at the National Television Awards 2010 • BGT was also itself nominated for Best Entertainment programme at the National Television Awards 2010

  4. Dominos and Britain’s Got Talent Creative Concept: • In keeping with the BGT theme, Dominos made superstars of their pizzas within their idents! • Each ident focused on a different pizza, making the product extremely visible and tantalizing throughout! • The pizza ‘talents’ provided a creative way to talk about the products whilst aligning Domino’s seamlessly to the show content. There were several executions featuring different pizza toppings, each with a different attribute, the shots were extremely descriptive and utterly mouth watering Broadcast: • The sponsorship covered the main BGT show across ITV1 and the extension format Britain’s Got More Talent across ITV2. Across ITV1 and ITV2 the audience performed fantastically with all main measures up • Britain’s Got More Talent on ITV2 averaged at a staggering 6% share of viewing (main shows) • ITV1 Main shows averaged audiences of 9.5 m adults with an average share of 43% • 77.4% of all Adults were exposed to the sponsorship idents 1 or more times across the campaign

  5. Dominos and Britain’s Got Talent Online sponsorship: • The online sponsorship generated 14.8 million page impressions • 8.8 million video views • 324,000 Unique users per week • Dominos’ branding featured throughout the site with a clickable logo • A prominent Domino’s Pizza branded video player and playlist page • Consumer competitions to win VIP tickets to the shows • Average click through rate of 0.12 which was up 71% versus 2009 Interactive sponsorship: • In 2010 there were 2.61 million interactions with the red button, which was up 13% year on year • 35% of viewers interacted nearly every show • 189,000 clicked yellow for Domino’s which was up a staggering 50% year on year! • 8 out of 10 yellow button users said they would like to know more about Dominos Pizza

  6. Dominos and Britain’s Got Talent Licensing: • The press launch for the show was fully branded by Domino’s with merchandise available which ensured that the show and the brand were aligned from the very start! • The Licensing element formed part of the sponsorship and Domino’s activated this in an exemplary way using the BGT logo for direct mail, point of sale, PR and internal communications • In April 2010 the Britain’s Got Talent Pizza was born! Illustrating a really innovative way of amplifying the sponsorship and bringing together all franchisees across the nation • Domino’s also had presence within the hospitality area at the studio as well as access to live show tickets and the Britain’s Got Talent Tour

  7. Dominos and Britain’s Got Talent Research: • The research was carried out in conjunction with SPA • The objective was to deduce the effect of the Britain’s Got Talent Sponsorship on the Domino’s brand. Main measure were Standout, Clarity, Efficacy and a Creative review • Methodology: A nationwide wave of research which was conducted face to face, comprising of both light and heavy viewers of BGT Research Results: • Sponsorship Awareness was very high at 90% compared to an industry norm of 58%! Awareness amongst the key 18-24 audience grew a point in 2010 despite the ‘Subo’ effect driving much of 2009’s growth • The positive reaction to the sponsorship also drove brand image with viewers and viewers aware more positive across all statements and significantly so for many of them. When viewers were asked about whether they liked the sponsorship, the response was 87% did - 9% higher than industry norms • The sponsorship has had a positive uplift against spontaneous awareness with viewers aware significantly more likely to be aware of Domino’s than non viewers • The sponsorship clearly impacted on call to action with viewers who were aware of the sponsorship significantly more likely to claim they will purchase a pizza from Domino’s in the future and more likely to say they would be certain to (67% of BGT viewers claimed that they were likely to purchase a Dominos Pizza). Most notably, one in six respondents claim they went on to order a pizza from Dominos as a result of seeing the sponsorship of BGT

  8. Dominos and Britain’s Got Talent Results: • Britain’s Got Talent delivered huge numbers of viewers which translated into record sales during the final week of the show. In addition, during every year of the 3 year sponsorship deal, record numbers of new customers were attracted into Domino’s as a result of the association with BGT • By combining on and off air activity Domino’s created record levels of PR and brand exposure worth millions of pounds BGT was undoubtedly instrumental in driving Domino’s year on year sales growth and helping to maintain Domino’s as the No.1 pizza brand in the UK today • Domino's Pizza enjoyed record sales in the week of the Britain's Got Talent final

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