JICMAIL 1 Creative provided by Ebiquity Case study
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Creative provided by Ebiquity Case study: Domino’s 1 PERSON HOUSEHOLD Received Male 45 -54 North West and West Midlands Urban Domino's Pizza Sector Restaurant or takeaway Format Door drop Content Reach Information about products/services Special offers or discounts 1 person in the household Frequency 5 Commercial actions 2 Restaurant or takeaway Average reach = 1. 04 Average frequency = 2. 74 Source: JICMAIL, Kantar TNS, 2018
The respondent received the leaflet on the 24 th day of the previous month and took action on the 4 th of the next month. Over the course of 18 days he interacted with the Domino’s mailout 6 times all together. He looked at it and put the item aside when he first received it. He then returned to it on 2 separate occasions, and a week later he decided to call the sender and bought something from them. Although this piece had a frequency of 5 calculated from physical actions an additional 2 commercial actions were associated to this mailout by the respondent. Monday Tuesday Wednesday 24 Item arrived 25 Put aside 30 31 Thursday Friday Saturday Sunday 26 27 28 29 2 3 4 5 Read 1 Read 6 7 8 9 10 11 12 15 16 17 18 19 22 23 24 25 26 Item live for 18 days 13 14 Read 20 Phoned sender Bought something 21 Source: JICMAIL, Kantar TNS, 2018 3
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