Dominos Print DOMINO’S PIZZA MOON BRANCH PROJECT by ADK Asatsu-DK Tokyo

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DOMINO’S PIZZA MOON BRANCH PROJECT

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Industry Fast food, Cafe
Media Print, Magazine & Newspaper
Market Japan
Agency ADK Asatsu-DK Tokyo
Designer Katsuhiro Nagai
Illustrator Hideki Tagawa
Released August 2011

Credits & Description

Category: Food and Non-Alcholic Drinks
Advertiser: DOMINO'S PIZZA JAPAN
Product/Service: DOMINO'S PIZZA
Agency: ADK JAPAN
Executive Campaign Producer: Toshihiro Kaneyuki (ADK)
Campaign Producer/Planner: Yuya Tanaka (ADK)
Campaign Producer/Planner: Naoto Date (The Tiger’s Cave)
Creative Director/Copywriter/Planner: Yusuke Shimazu (Dreamdesign)
Art Director(Web)/Planner: Koichiro Nishizawa (Dreamdesign)
Art Director(Graphic): Naoki Morikami (Dreamdesign)
Web Director: Junichi Iwai (Dreamdesign)
Web Producer: Eiichiro Oshiro (Dreamdesign)
Designer: Katsuhiro Nagai (Dreamdesign)
Illustrator: Hideki Tagawa
AE: Chiaki Noro (ADK)
AE: Ayaka Hashimoto (ADK)
Media placement: Press Release - SNS - 29,Aug 2011
Media placement: TV - NTV - 29,Aug 2011
Media placement: WEB - Homepage - 29,Aug 2011

Describe the objective of the promotion.
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 film to officially announce the 'Moon Branch Project', starring the Domino’s president himself.

Explain why the method of promotion was most relevant to the product or service.
At the same time, in order to show the company’s serious attitude for this newsworthy project, we collaborated with companies and organisations 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 50 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!