Pizza Express
The Brief
We’d made the 2-for-1 voucher so famous (read the other case study) that Pizza Express was in some ways a victim of their own success. Because so many competitors had jumped on the 2-for-1 voucher bandwagon we needed to give them additional cut through.
The Solution
The £10 menu was born! Customers could now have a starter, main course and a glass of wine for only a tenner. The strategy stayed the same as the 2-for-1 with only the offer changing. After all, what isn’t broke doesn’t need fixing.
The Outcome
Turns out the new offer did indeed re-invigorate the campaign. Visitors on voucher websites, where 2-for-1 offers had possibly started to sound like old news, jumped at the new offer. They accounted for more than 50% of the 400,000 vouchers that were downloaded. The email to customers who’d participated in previous 2-for-1 offers achieved a 60% click through rate. Looks like they did want a new offer.
