Dominos DM DOMINO’S APP by Hakuhodo Tokyo

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Industry Software & Multimedia Productions, SaaS, Mobile applications
Media Direct marketing
Market Japan
Agency Hakuhodo Tokyo
Director Yuko Hasegawa
Copywriter Nobuhiro Arai
Designer Roy Philippe
Account Supervisor Tomoo Ishikawa, Kiyomi Wada, Masaru Tahara
Released March 2010

Credits & Description

Category: Traffic & Brand Building
Advertiser: DOMINO'S PIZZA
Date of First Appearance: Mar 8 2010
Entrant Company: HAKUHODO, Tokyo, JAPAN
Entry URL:
Interacitve Producer: Hiroshi Hori (Hakuhodo)
Interacitve Planner: Keiichi Motoyama/Masahiko Inada (Hakuhodo)
Copywriter: Nobuhiro Arai (Hakuhodo)
Art Director / Designer: James Bowskill (ACO)
Director: Yuko Hasegawa (Kayac)
System Director / Programmer: Shinichiro Sei (Kayac)
Programmer / Sound Designer: Koujiro Seo (Kayac)
Programmer: Daisuke Murase/Junpei Sato/Yoshihiro Sugi/Shuichi Tsutsumi (Kayac)
Designer: Roy Philippe (Kayac)
UI Director: Yusuke Mitsuo (ACO)
PR Planner: Yui Takeuchi/Kazuhiro Tabata (Hakuhodo)
Account Supervisor: Masaru Tahara/Tomoo Ishikawa/Kiyomi Wada (Hakuhodo)
Advertiser’s Supervisor: Karasawa Atsushi/Masaya Iwasaki (Domino's Pizza)
Media placement: Web - Apple App Store - 8 Mar2010
Media placement: Web - Domino's Pizza Website - 8 Mar2010
Media placement: TV Publicity - NTB - 20 May 2010
Media placement: TV Publicity - TBS - 3 Apr 2010
Media placement: TV Publicity - TBS - 10 May 2010
Media placement: Web Publicity - Msn JAPAN - 8 Mar2010
Media placement: Web Publicity - Yahoo! JAPAN - 9 July 2010

Describe the brief/objective of the direct campaign.
Domino's Pizza, the first delivery pizza chain imported to Japan, kept driving the market. However, recently Domino's Pizza slumped to the third place. In Japan, the pizza delivery market is competitive and over-saturated. Our mission was to increase sales under this condition.
Our strategy for accomplishment of this goal was not only to show ads to new customers, but also to create a new market by building a new food culture. So where does a new market exist? Our answer was OUTDOORS. "People order delivery pizza to their houses." We broke this stereotype by creating only one smart-phone application "Domino's App".

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a smart-phone application "Domino's App", the world's 1st GPS delivery service which can deliver pizza to anywhere users are. It broke the stereotype that "normally people order delivery pizza in the house" and stimulated our hidden appetite. It got great attention both online and in the mass media. It was downloaded over 160,000 times and took 1st place in iTunes App Store. Then, it succeeded in creating a new market and created over $1million in sales in only 7months.

Explain why the creative execution was relevant to the product or service.
In Japan, pizza delivery market is competitive and oversaturated. Even if Domino's pizza focuses on classic advertising media, such as TV and newspapers, the effect might be temporary in the red ocean. We believed that Domino's Pizza had to revolutionize advertising communication. Thus, we created not classical ads but an innovative marketing platform. Domino's app is a platform which can sell their products directly to whoever has an iPhone, including existing and new consumers. At the same time, it realized the continual communication to consumers by sending a brand message, press release, and coupons. Domino's app must appropriate to the brand.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
More than 160,000 downloads and 1st place in iTunes App Store.
It created over $4million (215,871,183 yen) in sales in only 7months
Sales cost per order: 2,373 yen(about$20)
Total number of orders: 89,504