After a 3-year hiatus in Out of Home, Domino’s returned with a bang, using OOH to re-invigorate the brand and launch its new and improved app.
During the pandemic, the entire fast food category grew as consumers turned to takeaways. But when lockdown restrictions started to be lifted, we knew that demand would begin to drop and a fame-driving campaign was the best strategy to drive long-term business growth.
OOH was identified as a key medium to deliver on the three key roles for communications – unmissable awareness, galvanising the nation and capitalising on the demand, whilst staying true to Domino’s marketing strategy built around the key occasions.
Domino’s strategy was to position itself as the ultimate accompaniment for getting back together with loved ones by owning the post-lockdown reunion moments. OOH was identified as the key channel to kick off the excitement phase in the launch period of the new group ordering app feature.
To cut through the clutter, Domino’s utilised the strengths of OOH to drive fame and create unmissable awareness via attention-grabbing formats with location data being used to align with social get-togethers and supporting tactical moments.
The launch of Domino’s new and improved app, boasting a group-ordering functionality, was used as the catalyst for the refreshed media approach.
OOH was used to drive fame alongside its ability to be targeted with location-based planning allowing us to tap into key social moments such as the 2020 Euros.
As the Euros were many people’s first return to group outings, we used our Plato mapping system to map D6s in proximity to these fan zones. LFDOOH screens across key cities were also included, adding increased impact and ensuring the campaign stood out alongside these smaller format locations.
Adding another dimension to our campaign and delivering on the fame metric and unmissable awareness, we collaborated with Grand Visual and VCCP to create attention-grabbing executions, making it appear like the Domino’s yodel was coming out of an open window. Working closely with the team, we identified ways in which we could bring this to life, resulting in breakout special builds, 121 banners and murals.