1300 DOMINOS:

1300 DOMINOS spells more pizza. Australian owned and operated pizza maker Domino’s Pizza Enterprises Limited (”Domino’s”) today announced a new number for pizza ordering, 1300 DOMINOS, making them the first major pizza company in Australia to use a phone name.
The 1300 DOMINOS phone name will be seen for the first time nationally on Wednesday, April 9 2008 and all new marketing and advertising collateral will carry the new phone name number.
The adoption of this customised phone name follows substantial development and will be a significant step forward for the Company, according to Domino’s Marketing Director Allan Collins.
“This project has been in development for nearly 12 months and the decision was only taken after extensive test marketing and research. Instinctively it made sense, switching to 1300 DOMINOS means our brand and our direct customer link will become synonymous,” Allan said.
“To ensure we had conclusive proof that 1300 DOMINOS increased customer recall, we conducted test marketing in regional NSW late last year using local store marketing, packaging and television advertising in the area.
“In just ten weeks we saw results - the awareness of 1300 DOMINOS was higher than 131 888, we experienced an increase in calls to 1300 DOMINOS and the market also experienced sales growth.
“This improved recall was even more significant when we took into consideration the residual branding of 131 888 that existed in the test market area.”

A recent Roy Morgan survey (Dec 2007-Jan 2008) showed 93% of all Australians aged 14 – 55 understood the phone name concept, with greater awareness in the target 18 – 39 year old demographic.

13 MORTGAGE:

 The phone name, which launched on 1 February 2007, has experienced a much faster take-up rate than the nationwide company anticipated. Mortgage Choice National Marketing Manager, Lynne Wyatt said the company anticipated the public would readily accept it due to its simplicity and ease of number recall, but was surprised at the almost instantaneous conversion.  “We are ecstatic that the 13MORTGAGE implementation has been so successful so quickly, Ms Wyatt said. “By the beginning of April, the proportion of customer service centre leads through the new number was 60%. Our experience is that this increases by around 1% per week.

 Phone names were introduced into the United States over 30 years ago, and now more than 77% of US advertisements use them - a tribute to the success of the mechanism.

1300 Fernwood:

We are thrilled with our new Phone Name! Since it's inception in July '06 the Phone Name, 1300 FERNWOOD has worked extremely well with our TV and Outdoor advertising campaigns - significantly boosting response rates. We also believe that it is an excellent branding mechanism that continues to work hard even when the ads aren't on air. We've no doubt that it will continue to build response and brand awareness for us."

Vicki Cinders, Member Acquisition Manager, Fernwood Women's Health Clubs

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