必胜客 Delivery, 现在就说 & Navigate Digital deliver new actionable audio ad to satisfy hungry customers
概述
现在就说, the voice assistant adtech firm, partnered with 必胜客, the pizza chain with 18,000 restaurants in more than 100 countries, and Navigate Digital, the performance marketing agency for challenger brands, to create a new smart speaker advertising campaign that enables customers to claim a discount against tasty treats simply by saying ‘Alexa, Open 必胜客 Delivery’.
必胜客 wanted to be front of the consumer’s mind compared to other food options. It wanted to convert consumer impulse to purchase, particularly on occasions when the consumer might not be sure about what to have to eat because they are feeling uninspired, indecisive or bored.
现在就说’s actionable audio advertising solution – rolled out via smart speakers – provided the trigger and inspiration to order from 必胜客. It also provided them with an instant money off voucher to drive immediate purchase.
What was the role of digital within the media mix?
Smart speaker listeners who heard the 必胜客 advert on digital radio stations were able to claim their discount directly by using simple voice commands. Listeners simply needed to say “Alexa, open 必胜客 交付” to their smart speaker and they were able to access more product information or get a discount coupon sent to their phone straight away.
The 必胜客 brand has a host of easy order options – including via the 必胜客 mobile app – and 现在就说’s conversational technology and Send to Phone application made the pizza ordering experience even easier.
关键统计数据
What results did you attain? What was the biggest achievement?
The campaign powered a strong performance and outperformed all KPIs. Of those who engaged with the advert, almost half (45.9%) used the call to action. The ‘保压时间’ was 46 seconds.
Commenting on the campaign, 尼古拉·基恩, Head of Digital Marketing, 必胜客, said: “Customer convenience is a central part of our offering, and actionable audio adverts - now being used to share our discount code - slot in with our easy order options that include the 必胜客 mobile app and website. We are thrilled to trial smart speaker voice adverts on Amazon Alexa devices that use the 现在就说 ‘send to phone’ Alexa feature and enhance our easy order options. We are committed to providing an easy pizza experience – from order to 交付 – and this innovative conversational technology allows follow through on this commitment in new and exciting ways.”
了解更多 about this campaign and see it in action 在这里.
