Targeting pizza fanatics, with Quidco
Quidco wanted to both drive awareness of their brand and offering, alongside encouraging purchase of a particular partnership with Domino's
THE STUDENT INSIGHT
Quite simply, students love pizza and love discounts. Typically our approach to branded content is to connect a passion point of our audience with a brand challenge, through an editorially led story. However, in certain instances, whereby both the brand and the offer of free/discounted food is really good, we can go much straighter
We generally look to avoid this type of advertorial but for strongly incentivised food offers they can be really effective
So, we created a story detailing the offer and creating a sense of urgency by telling students to 'cancel all their plans'. It simply told our audience who Quidco are and how they can get two free large Domino's pizzas through clicking on our CTAs.