Domino’s has a pizza with a crust of 3.5 mm. Domino’s Thin Crust is an easily consumed low calorie pizza that makes it a popular choice in the office.

Domino’s wanted to reinforce the product’s feature with its existing customers.

While we emphasized the thinness of our pizza crust we were inspired by the thinnest office supplies. The limited edition packages were made with the same material used in regular Domino’s delivery boxes.

We delivered Domino’s Thin Crust pizzas in a newly designed special packaging for a limited amount of time.

We received positive feedback from our customers through phone calls and social media channels. We had customers asking for their next pizzas to be delivered with the same packages.

Our bond with our thin crust loving customers was strengthened.

This was a campaign driven by the urge to strengthen our emotional bond with consumers and also underline the thinness of one particular menu option, the thin pizza base.

When someone in an office ordered a thin base pizza from the selected Domino’s restaurant, we delivered it to them in an office folder-shaped container, instead of the regular pizza box. This activity was conducted as a stunt over a 2 week period to attract attention to the thin pizza menu option amongst very regular take-away customers working in high office density locations in Istanbul’s central business district, Maslak. The visibility of the activity in these high-rise office locations was considerable and 242 multiple deliveries were made in this period.