Domino’s Pizza – #BulanBonus CorpoRAID

  • MERCY Malaysia

  • China Press (中國報)

  • Hospital Jempol

  • Hospital Jempol

  • Zalora

  • Pos Malaysia Berhad

Campaign Description

Many Malaysians feel the pinch financially during income tax season – but where many saw only pain, we saw an opportunity for Domino’s Malaysia to do something positive for the rakyat, and thus, Bulan Bonus was born:

1. To give back to the people who needed it most
2. To celebrate the unsung heroes of Malaysia
3. To do both at a time when the rakyat would feel the hardest pinch financially.

Challenges
Dominos’ Bulan Bonus faced two challenges in this campaign:

1. Dominos needed strategic ideation to attract customers to spread and participate in #BulanBonus as it’s all about giving back and honouring the unsung heroes.
2. With a relatively large fan base, Dominos needed to drive the orders to a secure and stable platform.

Strategy & Execution
We developed a fully-automated, mobile-friendly application to make participating in Bulan Bonus as simple as possible:

1. Maximize the exposure of #BulanBonus campaign on all platforms (Facebook, Instagram, Twitter)
2. Design simple steps to encourage the public to participate – 3 simple steps, fill in details, nominate 3 names to receive the bonus and send
3. Extend the grand gesture for people to nominate organizations or companies to commemorate the unsung heroes

Results
Views/Reach: 2.3 million Reach, 12 million Impressions across 3 platforms (Instagram, Twitter, & Cilisos.my).
The Bonus Letters (delivered as e-mails) were a hit, achieving an Open Rate of 60% for senders and 42% for recipients.

Facebook Comments

Campaign Details

Client: Dominos Pizza Malaysia

Tags: Content Creation, Creative Strategy, Digital PR

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