Domino's Pizza: You Got 30 Minutes

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Released:	June 2009
Advertiser:	DOMINO'S PIZZA
Agency:	CRISPIN PORTER + BOGUSKY, Miami
Country:	USA
Category:	Fast food outlets & restaurants
Awards:	Cannes Lions 2009 Integrated Bronze
Tags:	Cannes Lions 2009

Credits:

Type of Entry: Titanium and Integrated
Title: YOU GOT 30 MINUTES
Advertiser/Client: DOMINO'S PIZZA
Product/Service: DOMINO'S PIZZA
Entrant Company: CRISPIN PORTER + BOGUSKY Boulder, USA
Advertising Agency: CRISPIN PORTER + BOGUSKY Boulder, USA
Creative Credits
Name Company Position
Andrew Keller Crispin Porter Bogusky Co-Executive Creative Director
Rob Reilly Crispin Porter Bogusky Co-Executive Creative Director
Jeff Benjamin Crispin Porter Bogusky Interactive Executive Creative Director
Evan Fry Crispin Porter Bogusky Creative Director
Steve Babcock Crispin Porter Bogusky Associate Creative Director
Mel Kreilein Crispin Porter Bogusky Art Director
John Reid Crispin Porter Bogusky Copywriter
Kate Mcquail Crispin Porter Bogusky Copywriter
Thomas Pettus Crispin Porter Bogusky Interactive Copywriter
Kat Street Crispin Porter Bogusky Interactive Art Director
Ken Slater Crispin Porter Bogusky Designer
Kenny Kim Crispin Porter Bogusky Interactive Art Director
Joe Miranda Crispin Porter Bogusky Designer
Robert Valdes Crispin Porter Bogusky Executive Integrated Producer
Craig Gillespie Crispin Porter Bogusky Director
Mike Maguire Crispin Porter Bogusky Director
David Rolfe Crispin Porter Bogusky Director of Integrated Production
Winston Binch Crispin Porter Bogusky Head of Interactive Production
Matt Bonin Crispin Porter Bogusky Head of Video
Details
Describe the campaign/entry:
Domino’s isn’t known for great taste. Twelve years ago, Domino’s revolutionized the pizza category with a 30 minute delivery guarantee. Although it was discontinued for legal reasons, the safe-but-speedy, passionate-yet-efficient culture remained. Fast forward to today where most pie shops deliver and the major competitors battle over ingredients and taste. Amidst this, Domino’s leveraged the “30 Minutes Guarantee” and made a shift in the conversation with the “You Got 30 Minutes” campaign. Domino’s turned the waiting-for-my-pizza time into the gift of time and reminded America what they do best: Delivery.
Give some idea of how successful this campaign/entry was with both client and consumer:
The campaign’s success stared virally as bloggers posted their experiences with the brand. With users spending an average of five minutes 40 seconds on Pizza Tracker, Domino's saw a surge of 11+ million visitors. “You Got 30 Minutes” and Pizza Tracker caught on quickly as news outlets profiled the launch, resulting in several millions of dollars of free impressions. Domino's franchisees posted "You Got Game" signs over the door; "Delivery Expert" CDs played from stereos and speedy-yet-safety reminders decorated office desks and dashboards. The pride reignited with the challenge to make a great product and deliver in 30 minutes.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
Over several months, the You Got 30 campaign was launched using traditional and non-traditional methods. TV and Radio spots focused on examples of what a consumer could do with 30 minutes. Collateral and in-store materials further pushed the “gift of time” with coupons touting a free 30 minutes for power napping or a finger football match. Interactive work pushed the campaign with a homepage re-design and banners driving online ordering. Domino's Pizza Tracker was unveiled as an interactive pizza-monitoring tool within the campaign. With their free 30 minutes, customers could follow their pizza's journey from dough stretching to delivery.