Domino's Pizza
What they asked us to do...
Cohn & Wolfe London’s challenge from Domino’s Pizza, the delivery experts, was to radically change the way the brand was perceived. Domino’s wanted to be seen as a pioneer; making every part of the pizza ordering experience fresh, fun and memorable.
The campaign needed to generate coverage in titles that would not normally view the brand as ‘cool’ enough to write about as well as having the ‘legs’ to be carried out to UK regions and benefit local stores.
What we did...
Cohn & Wolfe created the Domino’s Pizza ‘Test Base’ at Domino’s HQ, a facility designed to introduce future technology that could improve delivery efficiency.
To maximise media opportunities, three Domino’s Test Base initiatives were developed to be rolled out over a six month period:
- Hoverboard trials: The existence of the Test Base was ‘leaked’ to key media. They were invited to visit the site and view trials of a delivery ‘hoverboard’.
- Pizza anywhere – GPS tracking: Bringing together Navman (leading GPS manufacturers) and Domino’s head of IT, Cohn & Wolfe developed a media story about the possible introduction of Bluetooth and a GPS enabled shoe for Domino’s Pizza delivery drivers. This equipment would not only help pinpoint drivers’ exact location but would provide precise directions via a Bluetooth headset for the driver.
- Maximum Security Media Test Base Days: Cohn & Wolfe researched the latest innovations from across the world and approached inventors directly to provide products for testing. An invitation was extended to media to visit Domino’s previously ‘top secret’ Test Base and test drive some extraordinary delivery vehicles. Media attendance included: Sky News, Sunday Times, Metro, FHM, T3, Sleaze and Jockey Slut.
Our results...
- Reach – 44 million opportunities to see
- Quality – 12,000cm2 of entirely positive print coverage with half featuring the Domino’s logo and the majority of the remainder featuring branded graphics
- Key message delivery – the core message appeared in all articles
- 57 pieces achieved spread across 54 titles / stations
- 10 minutes of branded broadcast coverage
- The coverage was entirely positive
- The two issues, Hoverboard and GPS achieved similar Opportunities to see, each with just over 20 million
- The message ‘Commitment To Innovation’ appeared in all of the articles
- The Hoverboard was of particular interest to the men’s magazines; the story was carried in British FHM, Loaded and Front. It also featured in BBC’s Top Gear and Good Food magazines
- WINNER: CIPR Consumer Relationship Award