This week sees the launch of another quick service restaurant campaign for Dominos Pizza in the Kirkcaldy area of Scotland. They are offering the lucky residents the opportunity of a two for one pizza deal for delivery. Our media is becoming more and more popular as an alternative to the traditional direct mail as it is a certain way of presenting the message without any other advertiser competing for the audience’s attention (how many advertising leaflets will be on your doormat when you get in tonight?). Our media is also gaining ground over leafleting as research shows that bus ticket advertising creates a strong affinity and generally has street credibility. Interestingly, whilst flyers have a strong medium recall, there is little brand or creative recall since they are viewed as highly intrusive.
A study commissioned by Mediavest into the youth’s markets affinity to media brands produced the following comments from respondents which illustrates the point quite nicely.
‘I fiddle with bus tickets, turn it over and over, and I find myself gawping at the KFC promotion and it sticks. You put it in your pocket and look at it later, so it works all over again’ 21 year old male, Bristol.
‘It annoys me so much when some jerk starts thrusting leaflets into your hands outside clubs’ 19 Year old female, Nottingham.