Background and Concept
Domino's, the world leader in pizza delivery, arrives in Italy and offers a new and unique product to the Italian market, on top of an innovative, fun and captivating experience to all consumers. After examining all the elements of the brand, we defined a positioning that could convey Domino's world: a whole new pizza, a whole new experience.
When defining the App and the communication around it, we focused on a creative concept: the Unexpected. Unexpected is not just a foreign brand using 100% Italian ingredients to make its pizza, but also a whole set of, precisely, Unexpected experiences that people can live thanks to Domino’s.
As a matter of fact, the first touchpoint we have developed is the Domino’s Pizza App, where, just to mention the most interesting features, you can order pizza in four different ways: by reading the traditional menu, by selecting each ingredient to create your own pizza, by experiencing the most innovative ways to order: Pizza Match and Lucky Pizza.