With thousands of restaurants in Dubai, and almost all of them on delivery apps, it's a tough place to launch and establish a new concept. PINZA, a pizza newcomer to the market came to Deliveroo wanted a bigger slice of the action. Knowing the saturated market, it was clear from the get-go PINZA needed something more than a regular restaurant promotion if the new brand was going to get noticed.

We bought a luxury apartment. And put it up for sale for the price of ONE PINZA - a lottery promo where you can win our apartment by buying a PINZA on Deliveroo. This allowed us to list our apartment across Dubai's many real estate agency sites for reach, and fully enter the world of Real Estate marketing in traditional "Dubai" real estate style... to make a fun campaign around the apartment that would get people talking.

By purchasing an apartment and putting it up for sale with our promo, we found an innovative way to target an untapped audience into trying a new pizza brand - entering the real estate world to covert Dubai's real estate audience into PINZA lovers, and let the word of mouth take hold.

We knew our promo itself would cause word of mouth - ultimately we wanted the pizza audience to want to try a new pizza, and the real estate audience to try pizza. By tapping into and combining both audiences into the word of mouth funnel, we were also able to create a campaign which had organic reach. The campaign itself needed a deliberate 'self aware' tone to further maximize talk-ability - because we knew a little knowing humour that the Dubai audience can all relate to, would go a long way to drive the numbers.

We bought a luxury apartment. And put it up for sale for the price of ONE PINZA - a lottery promo where you can win our apartment by buying a PINZA on Deliveroo. This allowed us to list our apartment across Dubai's many real estate agency sites. By listing our apartment everywhere, we were able to get PINZA front and centre to the biggest audience in town. And with our PINZA promo clearly visible within the property profile, those in the market for a new property, soon found themselves in the market for a new pizza.

Our apartment became a novel media space, allowing us to take full advantage of the real estate marketing world. We produced our own "Dubai style" real estate ads re-targeting anyone who had made a recent property search. We also got agents to show our apartment amongst their viewings in the 8 week campaign period.

12,374 PINZA's sold.

2.7M media impressions.

Apartment paid for itself 4X over in earned media.

Deliveroo #1 downloaded app for four days.

No.1 selling pizza on Deliveroo in campaign period.