MOON BRANCH PROJECT by ADK Asatsu-DK Tokyo for Domino's Pizza

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MOON BRANCH PROJECT

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Industry Fast food, Cafe
Media Case study
Market Japan
Agency ADK Asatsu-DK Tokyo
Released May 2012

Awards

Spikes Asia 2012
Promo & Activation Consumer Products Bronze

Credits & Description

Advertiser DOMINO’S PIZZA JAPAN
Product DOMINO’S PIZZA
Entrant ADK JAPAN Tokyo, JAPAN
Type of Entry Sales Promotion: Product/Service
Category Consumer Products
Title MOON BRANCH PROJECT
Sales Promotion/Advertising Agency: ADK JAPAN Tokyo, JAPAN
Toshihiro Kaneyuki ADK Executive Campaign Producer
Yuya Tanaka ADK Campaign Producer/Planner
Yusuke Shimazu Dreamdesign Creative Director/Copywriter/Planner
Koichiro Nishizawa Dreamdesign Art Director(Web)
Naoki Morikami Dreamdesign Art Director(Graphic)
Junichi Iwai Dreamdesign Web Director
Eiichiro Oshiro Dreamdesign Web Producer
Katsuhiro Nagai Dreamdesign Designer
Hideki Tagawa Illustrator
Chiaki Noro ADK Account Executive
Ayaka Hashimoto ADK Account Executive
Describe the brief from the client:
From ancient times, otsuki-mi—moon viewing—has been a tradition in Japan. Otsuki-mi originated around the 8th century. Dinners or parties are held in autumn to appreciate the most beautiful moon of the year. Today, otsuki-mi is also a major sales season for which many food items are specially prepared. But because moon viewing is a purely Japanese tradition, pizzas could not join the sales rush. For pizzas to enter the otsuki-mi market, a new and highly topical approach was needed.
Describe how the promotion developed from concept to implementation:
Big news was needed to associate Domino’s Pizza with the moon in time for the moon-viewing season. First, we produced a movie to officially announce the “Moon Branch Project”, starring the Domino’s president himself. At the same time, in order to show the company’s serious attitude for this newsworthy project, we collaborated with companies and organizations to make the project possible, and prepared specific ideas such as drawings of the branch, estimated cost to build and a prototype lunar-delivery bike, created by Honda’s chief designer. All these ideas were introduced on Domino’s website.
Describe the success of the promotion with both client and consumer including some quantifiable results:
Such news spread instantly to be picked up by news sites, newspapers, and TV. The project also became hugely topical on social media. The news burst from Japan, generating coverage in over fifty countries around the world. That fact caused another sensation in Japan. And, on the day of otsuki-mi… The Moon Branch Project Memorial Box was launched. All 20,000 boxes sold out in a flash!
Explain why the method of promotion was most relevant to the product or service:
Dinners or parties are held in autumn to appreciate the most beautiful moon of the year. Today, otsuki-mi is also a major sales season for which many food items are specially prepared. But because moon viewing is a purely Japanese tradition, pizzas could not join the sales rush. For pizzas to enter the otsuki-mi market, a new and highly topical approach was needed.