Domino’s Anyware
Opportunity
Domino’s “Pizza Turnaround” began in 2010. But in 2015, it was still trailing Pizza Hut. Domino’s had been working to position itself as a tech company, that just happened to sell pizza. With a litany of new tech-based ways to order pizza, from Twitter, to automobile infotainment systems to a physical button installed in your kitchen, our assignment was to introduce these new technologies as part of the brand story.
Insight
There’s now an ordering device for every type of customer.
Idea
From tweets to emojis, race cars to buttons, let’s showcase how there’s now an ordering method for whatever it is that you are into.
Anthem Spot
Richard Sherman, coming off his playoff game rant and subsequent Twitter storm, was the perfect candidate to tout the virtues of ordering on Twitter. Modern Family’s Sarah Hyland, with her face always buried in a phone, orders by emoji, duh. Nascar champion Joey Logano orders using Ford Sync. Eva Longoria, a self-confessed TV junkie, orders right from the TV. And Ken Jennings, Jeopardy Champion, well, he likes to push buttons.
Results
· The Anyware platform and campaign generated tons of positive press for the brand
· It ushered in a new era for eCommerce, turning unexpected pieces of tech into storefronts (such as Amazon’s dash buttons)
· In 2018, Domino’s finally surpassed Pizza Hut as the #1 pizza chain. Now that success was the product of years of brave and bold and carefully-calculated decisions by client and agency. But we’re proud of our small footnote in the story.
