Media > Best Integrated Campaign
PIZZA TURNAROUND
CRISPIN PORTER + BOGUSKY, Boulder / DOMINO'S PIZZA / 2010
Overview
Credits
OVERVIEW
Effectiveness
Post launch, several Domino’s stores have reported running out of pizza boxes due to the increased demand. To date, the campaign has generated over 1.2 billion earned impressions via coverage from CNN, Fox News, a multitude of news outlets and the likes of Jim Cramer, Stephen Colbert and Jay Leno. The revamped pizza and our transparent advertising approach helped Domino's more than double its Q4 profits. DPZ’s stock has shot up from $7 to $14 in the last four months as well.Did we actually listen to our harshest critics and make our best pizza ever? Oh Yes We Did.
Execution
Domino's was pigeon-holed as “mediocre pizza delivered fast.” To disarm people’s reluctance to believe, we settled on a single, powerful concept: we listened. We created a campaign based on the simple notion that instead of running from criticism of our product, we listened to it, responded, and created a better pizza. To prove it, we used footage of Domino’s management watching real focus groups providing honest, yet blunt feedback on our old pizza, reading complaints about our product from online forums, Twitter feeds and blog posts.We launched with high-profile TV placements in each round of the NFL Playoffs, American Idol, and Primetime premieres to raise mass awareness. TV, online banners/video and OOH drove traffic to Pizzaturnaround.com, which served as a social media hub featuring long form videos on the new pizza and a real-time chatter feed that captured user comments on the campaign from YouTube, Twitter and Facebook.
Strategy
Domino’s asked us to debut their new and improved pizza. At that point, the brand had seen YOY declining sales. The pizza category was also in decline.Domino’s had always been known as a service-oriented company. The taste of our pizza was secondary to the easy 30-minute stomach filling for kids/college students. Growth meant finally addressing the elephant in the room: The taste of Domino’s pizza.Through focus groups, ethnographies and taste tests with consumers, we developed several breakthrough insights. Domino’s new pizza was truly better. It consistently beat comparable pies from Papa John’s and Pizza Hut by huge margins. People even chose it in blind taste tests over the competition. But most people still associated Domino’s with quick, mediocre pizza, not quality. They told us they wouldn’t believe new and improved claims unless those claims were accompanied by some kind of overwhelming evidence.
We had to do something unexpected.
More Entries from Best Use of Integrated Media in Media
24 items
Best Use of Outdoor
CTT EXPRESSO COMMITMENT
CTT, FISCHER PORTUGAL
Best Use of Branded Content
BEYOND THE STILL
CANON, GREY NEW YORK
More Entries from CRISPIN PORTER + BOGUSKY
24 items
