case study
dinova
Brand Storytelling that Converts
How Dinova Competed with Pepsi (and Won the Room)
the
client
Dinova is a dining program that connects businesses and restaurants through a mutually beneficial benefits program.
the
challenge
With an opportunity to present a video ad at an annual event for Pizza Hut vendors, Dinova needed to stand out amongst bigger, more well known advertisers while also communicating their key brand offer.
In previous years they created videos in-house with poor results due to lack of both strategic insight and production value, particularly when compared with big brands like Pepsi.
the
insight
The overarching goal for the project was to emphasize how Dinova helps restaurants by driving corporate customer traffic during slower business times. After reviewing their existing marketing and meeting with key marketing team members, we discovered that Dinova created personas based on people that typically use their product. We recognized this as a great way to turn them into living breathing characters who would show financial benefits for restaurants to work with Dinova.
the
solution
The centerpiece was a 40-second brand video that introduced persona characters and how they bring in high-impact sales to restaurants thanks to Dinova. The video used scripted live-action scenarios mixed in with animation that was inspired by Guy Ritchie style heist films. Along with a grooving music track this gave a sense of fun and personality to a product that is usually seen as dull.
“They put us right after the Pepsi commercial
and right before a really boring commercial,
so it couldn’t have been more perfect!”
the
results
The video made Dinova look like the real deal at an important moment for the company. They held their own alongside national spots from mega-brands like Pepsi. More importantly, it gave Dinova's customers a real sense of the brand's identity while making the value of their service clear and appealing.
The persona concept BTP developed became a core part of Dinova's brand playbook. In addition to BTP producing additional social cutdowns, Dinova was able to turn a creative concept from one 40-second video into a repeatable framework for sales materials, social and their broader marketing needs.