The Official Food of Everything
Advertising • Digital • OOH • Social
What do you do when you’re already the #1 pizza delivery brand in the country?
You set your sights a whole lot higher with some iron-clad logic that’s what: if pizza is the best food in the world, which it is, and Domino’s is the best pizza in the world, which it is, then Domino’s is the best food in the world. Fact. In which case, Domino’s can lay claim to being the food that best represents every important event, moment or thing the world has to offer, like officially.
And with that we launched The Official Food of Everything.
But that was back in 2017. This is 2018. And in true VCCP style we wanted to start the year off strong - introducing “The Official Food of Recovery”.
New Year’s Day is the most important day of the year for takeaways. It’s also the biggest sales-driving day for Domino’s, with the brand expecting to make 350,000 pizzas - that’s eight pizzas a second.
We knew that maintaining momentum during such a business-critical period would require no small amount of steadfast marketing - we’d have to drive as many people to their website and app as possible.
NYD is a tricky moment to gain cut-through or share of voice. It’s saturated with brands vying for attention, with Just Eat alone predicting it would sell 500,000 dishes that day.
We also knew that NYD is plagued with the same old monotonous dialogue; new year, new you, righting wrongs and writing resolutions. With each and every brand competing for virtuosity share.
To make things even more challenging, it’s statistically the most hungover day of the year - meaning an audience that weren’t exactly geared and primed to watch ads.
So rather than cook up the same old advertising, pandering the same old clichés, we launched a pop-up 24-hour channel full of content people would truly want in their time of need.
The result? A total takeover of Sky Channel 539; a one-stop-shop for the most soothing, relaxing content imaginable - with absolutely no brainpower required. Think sleeping puppies, a crackling fireplace, and a ‘live’ stream of a stream (well, live-ish).
So, how did we do?
We bought just over 9 million impressions, split across Facebook, Instagram Stories, Twitter and Spotify ads, including influencers.
As the campaign carried through, we started to get people talking - earning a total of 101 million impressions. With 85 million impressions direct from social buzz and chatter, and the rest from press coverage both on-site and on social.
Those impressions soon turned into action; we almost quadrupled website traffic to 387.4% and app opens to 110% against the daily average.
We set out to maintain business momentum on the biggest day of the year for Domino’s.
We think we did all right.