Terra Pizza Gamification Campaign
Terra Pizza combined programmatic precision with Connected TV interactivity to boost engagement and measurability. Using Adelaide’s attention scores and WPP Media’s AI optimization, ads targeted high-attention environments. Viewers on CTV saw an interactive “Win a Terra Pizza Discount!” banner and played a mini-game to earn a code. The campaign achieved a 1.04% game participation rate, 11.7% higher CTR vs. control, and a 7% lift in brand recall and purchase intent — proving that attention-led data can drive real impact.
Description
Terra Pizza, Turkey’s leading local pizza brand, aimed to achieve more measurable and higher-performing results from its digital investments while connecting with a young, digitally active audience. However, heavy competition in online channels and the limited measurability of TV advertising restricted campaign effectiveness. To overcome this, WPP Media Solutions developed an innovative, two-phase strategy combining programmatic precision with Connected TV (CTV) interactivity in collaboration with TVekstra. In the first phase, display and video ads were launched across digital platforms. Partnering with Adelaide, WPP Media measured real-time attention scores based on behavioral signals such as mouse movements and time spent on screen. These insights were integrated into WPP Media’s AI-powered Media Optimizations, prioritizing placements with higher attention potential and improving campaign efficiency and engagement. In the second phase, audience data collected during the programmatic stage was used to target users on Connected TVs. While viewers watched content, an interactive banner appeared reading “Win a Terra Pizza Discount!”. With a simple press of the remote control, viewers could join a mini-game, and those who completed it received a discount code for their next order — turning a TV ad into an engaging, reward-based experience. The campaign was designed as an A/B test, comparing results between attention-optimized targeting and standard targeting. Over two weeks, it achieved a 1.04% game participation rate (4% above industry average), an 11.7% higher CTR for the attention-optimized group, and a 7% increase in both brand recall and purchase intent (Brand Lift Study). By merging attention data, AI optimization, and CTV interactivity, Terra Pizza transformed traditional TV engagement into a measurable, performance-driven experience, setting a new benchmark for data-informed, interactive advertising in Turkey.
Impact
The Terra Pizza campaign delivered a measurable transformation in how digital and TV investments drive attention, engagement, and business outcomes. By merging Adelaide’s attention data with WPP Media’s AI-driven optimization and CTV interactivity, the brand achieved both behavioral and perceptual impact. Measured Results: 🎯 1.04% game participation rate, 4% above industry average 📈 11.7% higher CTR for attention-optimized targeting vs. control 💡 +7% brand recall and purchase intent (Brand Lift Study) The campaign proved that advertising effectiveness can be amplified when attention insights guide cross-platform strategy. Attention-based optimization ensured ads were seen in high-engagement environments, while the interactive CTV execution turned passive viewers into active participants. This first-of-its-kind integration in Turkey demonstrated that Connected TV can be both measurable and performance-driven, combining the reach of television with the precision of digital. Terra Pizza not only strengthened brand perception but also set a new benchmark for how AI, data, and interactivity can work together to deliver real, quantifiable value for advertisers.
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