#LogoChallenge was a direct action to show pizza lovers that they had not yet tasted the best pizza.

We hacked the logo of the market leader, Domino’s, and hid free Telepizzas behind it.

Users just had to visit the telepizzalogochallenge.com web app with their smartphones, scan a Domino’s logo and come along to one of our stores with their coupon to enjoy a free Telepizza.

The web app was nothing more than an ingenious use of technology as simple as visual pattern recognition technology.

#LogoChallenge was a daring and fun action to get them to try our Telepizzas straightaway.

#LogoChallenge was an action that we launched for only 24 hours and in the cities where Domino’s was stronger: Bogotá, Medellín, Quito and Guayaquil.

To take part in #LogoChallenge users only had to enter a web app from their smartphone, go out looking for a Domino’s logo, scan it (as if it were a QR code) and redeem the coupon they received for a free Telepizza.

During that day pizza lovers were able to redeem their coupons for a free Telepizza in the 29 stores available for the action.

We launched #LogoChallenge on Telepizza Colombia and Ecuador social media and we had local influencers and a small investment in Facebook paid media formats.

#LogoChallenge was supposed to last 24 hours but in just four over 50,000 people had taken part and our stocks had run out in all the stores in the four cities.

The action was expected to last 24 hours but the promotion ran out in only four. We gave away 10,997 pizzas in total and on the two days following the action Telepizza increased its in-store sales by 135.5%, on its website by 152.5% and on the app by 22.8%.

We doubled average transactions per day from 200 to 400 visits to stores on a normal promotion day.

The web app where the action took place received 50,000 visits and 22% completed the process, reaching over 11,000 leads. This means that in four hours we multiplied by 14 and achieved 93% growth in qualified database.

60% of the people who came to the stores to redeem their coupon had never tried Telepizza before.

On social media with just $591 investment in FB paid (totally) we became Trending Topic in Colombia for one hour of the fourth it took our activation.