The campaign comprising three TVCs, conceptualised by Contract, is fun-filled, a laugh riot and clutter-breaking
BestMediaInfo Bureau | Mumbai | July 2, 2014
Click on the image to watch the TVC.
Domino's has launched a new menu with 10 new flavours. To introduce the new menu and build hype around it, the brand has launched a campaign on television. Created by Contract India, the campaign looks at humorous anecdotes and comparisons to build a recall value for the menu. The refreshed menu from Domino's has five vegetarian and five non-vegetarian items.
The new pizzas also have a twist to their name. With veg pizzas such as Spicy Triple Tango, Veggie Paradise, Cloud 9 and non-veg delicacies like Chef's Chicken Choice, Seventh Heaven and the Chicken Dominator, the brand chose to highlight these in the TVC.
Harneet Singh Rajpal, VP, Marketing, Domino's Pizza India, said, “Domino's has always taken pride in providing innovative products to all consumers who have been extremely experimental in terms of their taste preferences. We have been launching new Crusts and Sides & Desserts over the years but have not really done many changes to our pizza combination offerings. This is after a very long time that we are using new toppings and combinations to launch ten new pizzas. Adding new pizzas to the menu serves as a trigger for consumers to find more moments to eat out and creates time for further rejuvenating the relationships and bonds with loved ones.”
Mayur Hola
“A menu refresh with 10 new pizzas is a first for Domino's India. Naturally, we were like kids in a candy store. And just one film was never going to be enough. The task we set for ourselves was to put the names of these pizzas on people's lips and create a few mini brands within the larger Domino's umbrella. So we collectively took a call to make a tactical departure from 'Rishton Ka Time' for this campaign. The oddball combinations we have in the films are a riot and I'm sure that once we're done running this work, people will call and ask for a Chicken Dominator or a Seventh Heaven, etc. And have a giggle watching the films,” said Mayur Hola, Executive Creative Director, Contract.
The campaign comprises the three TVCs, multiple danglers, translites and various social media promotions. The first TVC named 'Heaven' shows a horse, numbered 7. Then it changes to a man getting a head message, and calling that Heaven. Combining the two, the TVC shows the man getting a head message while riding horse No. 7, and the voiceover calls it 'Seventh Heaven'. Then the voice-over realises that in spite of the interesting name, the combination does not make sense.
The second TVC is called 'Dominator' and shows a muscular man going by that name. Then it shows a chicken. However, just as before, the combination of the Dominator doing a chicken dance does not work.
The final TVC is called 'Tango'. It shows a couple doing the tango, and then it shows three couples doing the same dance, and calling it the triple tango. In the next scene, the female dancer throws out the rose held between her teeth in characteristic tango fashion, and puts a chilly instead. The voiceover calls this the 'spicy chicken tango', but he himself is not convinced of the combination.
In each of the TVCs, the voiceover explains the combination of two independent things but soon realises that it cannot actually work. It is then shown that only the combinations in the new Domino's menu can be a hit. The new menu is likely to refresh your mind with its 10 new combinations.
According to Rajpal, “We wanted to present a fresh clutter-breaking take on the exciting new pizza range. The exotic Pizzas like the Seventh Heaven, Cloud 9, Spicy Triple Tango, Chicken Dominator, etc., can become popular sub brands in themselves for Domino's much like the Cheese Burst Pizza or Choco Lava Cake. So, the communication was designed around the name play of these exotic pizzas so that they get etched in consumers mind. The clutter-breaking creative ideas are brought to life with a campaign comprising three interesting TVCs which are centred around the name of these pizzas and exciting topping combinations. All the three TVCs are a visual treat and great fun to watch as they juxtapose something really unimaginable and a bit stupid against something very delicious and exciting.”
“A refresh menu with ten new pizzas is a fantastic offering from Domino's and a big story in itself. The challenge was to not just communicate the message of a refresh menu but also what the menu offered. And fortunately enough, the new pizza names had the answer hidden in them. The names were so interesting that it naturally paved the way for an equally exciting campaign, one that allowed us to exaggerate and highlight the pizza combination through a series of fun-filled television films,” added Pooja Malhotra, Sr. VP, Account Management, Contract.
/bmi/media/agency_attachments/KAKPsR4kHI0ik7widvjr.png)
Follow Us/bmi/media/post_banners/d479783904d7417023800b1fe9b61c5f6b737a2fa116a0e14a9661fefffce3ce.jpg)
/)