Kotipizza's delicious Giant Table campaign attracted Kotzone
Kotipizza has been running a delicious Giant Table campaign for several summers in a row. The excellent results of the campaign were again undeniable this summer! The delicious advertisement got holidaymakers talking and enticed them to try one of the company's classic products, the Chicken Tomato. Outdoor advertising is a cost-effective and modern mass media that reaches Finns perfectly, whatever the season.
Customer: Kotipizza
Objective: to boost summer sales, keep Kotipizza on people's minds and drive demand for the Kanakotzone pizza product
Target audience: existing customers and summer holidaymakers on the go
Advertising space used: 93 Giant Billboard spaces targeted by Kotipizza restaurants
Date: July 2020 (5 weeks)
Finns are already traditionally a cottage nation, but summer 2020 was definitely the golden age of domestic travel. Despite the exceptional situation and the teleworking recommendation, road traffic in July was practically on a par with the previous year. The roadside billboards for the KotiPizza campaign worked very well. According to Kotipizza's Marketing Director, Rainer Lindqvist, outdoor advertising complemented the overall summer campaign, which made use of radio and social media.
"The outdoor advertising environment is ideal for both brand building and clear tactical communication. Outdoor advertising is a great way to reach people when it's hard to reach them with a lot of other media - like during the holiday season, for example." Rainer Lindqvist, Marketing Director at Kotipizza, explains.
A brilliant campaign doubled the sales of the advertised product
Kotipizza's summer campaign was designed to boost summer sales, build top-of-mind and target demand for one of Kotipizza's classic products, Kanakotzone. According to Lindqvist, the campaign targeted existing customers and summer holidaymakers on the go. The giant billboards meet representatives of very different target groups, so on the other hand it can also be said that the target group was the entire Finnish population on the move.
"The campaign worked brilliantly. The product and our creative solution combined with the right media clearly drove sales and kept Kotipizza in the minds of consumers during the summer. We doubled Kanakotzone's sales in July compared to the previous year and the monthly ROI was a staggering 5.98 according to Sellforte's modelling. Advertising recognition had also improved by six percentage points compared to the reference month," says Lindqvist.
Classic outdoor advertising continues to delight year after year
Classic or static outdoor advertising can be an excellent choice for many advertisers. Static outdoor advertising is easy to implement and does not require in-depth technical knowledge. Even an attractive product image and a catchy slogan can capture the customer's interest in buying, provided the message is repeated enough.
Static outdoor advertising is therefore an excellent way for a small business to test the effectiveness of outdoor advertising for the first time. Well-known and loved brands, such as Kotipizza, also make extensive use of traditional advertising slogans, which have excellent reach. The fact that a static ad stays in place unchanged is an advantage worth exploiting when designing an ad. Classic outdoor advertising is also an excellent complement to digital outdoor advertising campaigns.
Kotipizza makes extensive use of both digital and static outdoor advertising. What are the factors that have led to the use of classic outdoor advertising and why is it particularly popular in the summer?
"The advantages of classic outdoor advertising include its excellent reach and a nationwide network, but one that is close to the point of purchase or location. Especially in the summer, a large proportion of Finns are on the road and can be reached by static mass media. Outdoor advertising as part of a longer-term strategy has helped Kotipizza to maintain continuous visibility over a very wide area, close to the Kotipizza network. It is also an excellent way to build top-of-mind and reach broad masses. As a brand, we appeal to a large part of the Finnish population," Lindqvist says.
Inspired by inventive implementations
Kotipizza smiles at passers-by at regular intervals with playful and inventive advertising materials. They are also a model of good outdoor advertising: simple, bold and eye-catching. Attractive images make the water flow, and the fresh background makes the message stand out and grab attention. What is the secret of a good outdoor advertisement?
"Simple and clear execution, with a bit of uncomplicated lightness and branded behaviour thrown in. If the brand has the basics right, the sport is not difficult," Lindqvist sums up.
