Gondola Group
The Brief
Our first contact with the Gondola Group was with Pizza Express. They came to us with a couple of postal sacks of customer contact details. From this, they wanted to build a database and help them start communicating regularly with their customers.
The Solution
We showed Pizza Express how to grow their initial database using the now famous 2-for-1 vouchers. By seeding the voucher websites and emailing the small number of customers whose details we held, the database soon grew to a staggering size in a matter of weeks. The secret to this success was the ‘invite a friend’ device we were careful to include. This meant the campaign didn’t just go big. It went MASSIVE.
The other brands in the Gondola Group, Zizzi and ASK, were soon begging us to do the same for them, which we promptly did. We also developed the group bespoke real time reporting and an automated system to identify the customers who forwarded the offer to the most friends. This meant we could give them a solid strategy to make every campaign smash the previous campaign’s results.
The Outcome
Within nine months, 4.5 million vouchers were downloaded and the databases grew to over 3 million records. Amazing really, considering we started with just two postal sacks of paper records.
