Domino's Pizza Case study WATERDROP AD by Innocean Seoul

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Industry Fast food, Cafe
Media Case study
Market South Korea
Agency Innocean Seoul
Director Seong-Hoon Yoo
Creative Director Kim Jung A
Art Director Young-Ho Hwang, Sung Chul Kwon, Hun-Im
Copywriter Se Hee Kim, Yeo Reum Shin, Suk Kyung Kang
Producer Min-Pyo Choi
Released May 2013


Cannes Lions 2013
Media Lions Product & Service; Retail & E-Commerce, including Restaurants Bronze

Credits & Description

Type of entry: Product & Service
Category: Retail and E-Commerce, including Restaurants
Advertiser: DOMINO'S PIZZA
Product/Service: PIZZA
Creative Director: Jung A Kim (Innocean Worldwide)
Art Director: Sung Chul Kwon (Innocean Worldwide)
Copywriter: Yeo Reum Shin (Innocean Worldwide)
Art Director: Young-Ho Hwang (Innocean Worldwide)
Copywriter: Suk Kyung Kang (Innocean Worldwide)
Agency PD: Bae Sung Kim (Innocean Worldwide)
Art Director: Hun-Im (Innocean Worldwide)
Copywriter: Se Hee Kim (Innocean Worldwide)
Account Executive: Hee-Gon Suh (Innocean Worldwide)
Account Executive: Byoung-Hun Cho (Innocean Worldwide)
Account Executive: Se-Ra Lee (Innocean Worldwide)
Executive Producer: Ji-Young Lim (Planit Production)
Producer: Min-Pyo Choi (Planit Production)
Director: Seong-Hoon Yoo (Elemnet)
Edit: (Pulpomano)
2D: (Vixen)
Sound Design: (Stone Sound)

Results and Effectiveness

Small budget, but very powerful result.
After the water drop ad, store sales increased 750%.
Store visits increased 450%, 2-4pm promotion awareness increased 80%.
Domino’s is reviewing plans to create ads per store locations.
We use the recycled water for this AD. So, we spend nothing! .

Creative Execution

The one and only water drop ad.
It is the best way to let people know the location of the stores.
We can do this whenever and wherever we want without an extra media cost.
Furthermore, it will lead the immediate purchase.

Insights, Strategy and the Idea

Domino’s is highly recognized as a delivery brand, but even with 40% discount between 2-4pm, take-out purchase rates are very low.
Because customers didn’t know the location of their local neighborhood Dominos.
And advertising 376 individual locations is expensive.
Waterdrop Ads: low – cost, and simple.
All you need: Recycled water from one of our stores...And a bicycle.
Between 2 and 4pm the bicycle goes around the neighborhood
as the bicycle goes by, an AD is written on the street with water.
Consumers follow the message and can find the Domino's store
Waterdrop AD is totally free of charge, except the cost for making the bicycle.
We can do this whenever and wherever we want without an extra media cost.