The Brief: Create a campaign to reassert Domino’s ownership of Tuesday’s in the pizza takeaway category. (One of the 2014 YCN Student Award briefs).
2 for 1 pizza lends itself to sharing and socialising, but with the explosion in the popularity of smart phones, most mealtimes are spent glued to a digital device, rather than spending time with the real people in your life. I wanted to create a campaign that would bring people together and remind them of the importance of spending quality time with friends and family and having fun.
This led me to the idea of Domino’s Play Mate. Every Tuesday, with your 2 for 1 pizza, you get a board game. One box features the game board, and the other box features the playing pieces. This will hopefully encourage two people to enjoy their pizza together and make it more of a social experience.
Below are examples of games that could be used, but this idea has the potential to be applied to a wide variety of different games and themes.
I wanted the majority of advertising for this campaign to be interactive, to help engage the audience with the campaign and further enhance the idea of bringing people together through fun and games. I created interactive gaming adverts for bus shelters and train stations, so people could play quick games against each other.
Game boards could also be placed in train carriages to encourage people to interact on long journeys, and increase their awareness of the campaign.
Life size games could be placed in town centres on Tuesdays to raise awareness of the campaign.
A large proportion of Domino’s target audience are students. Therefore I decided to use pool tables in student unions as another way to advertise the campaign. By swapping the traditional red and yellow balls for red and blue, people will be more aware of the Domino’s campaign. As pool is a game that two people play together it is enhancing the message of bringing people together.
I also created a print campaign, featuring simple two-player games that can be played using just pen and paper, to encourage more people to interact and get involved with the campaign. These adverts could be featured in daily newspapers such as The Metro, to catch people on their commute home from work when they are likely to want to order a pizza.
The campaign also has an online presence. I created #whatsyourgame, so people can tweet photos of them playing their game to Domino's, to create an online interest in the campaign.