Dominos Promo, Case study PIZZA TURNAROUND by Crispin Porter + Bogusky Boulder

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Industry Cafe
Media Promo & PR, Case study
Market United States
Agency Crispin Porter + Bogusky Boulder
Director Henry Alex-Rubin
Associate Creative Director Matt Denyer
Editor Fred Fouquet Brian Sanford
Released December 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: DOMINO'S
Product/Service: PIZZA
Date of First Appearance: Dec 21 2009 12:00AM
Entrant Company: CRISPIN PORTER + BOGUSKY, Boulder, USA
Chief Creative Officers: Andrew Keller/Rob Reilly/Jeff Benjamin (Crispin Porter + Bogusky)
Creative Directors: Tony Calcao/Mark Moll (Crispin Porter + Bogusky)
Associate Creative Directors: Craig Miller/Matt Denyer (Crispin Porter + Bogusky)
Art Directors: Andrew Lincoln/Brian Lambert (Crispin Porter + Bogusky)
Copywriters: Matt Talbot/Roberto Lastra (Crispin Porter + Bogusky)
Interactive Art Director: Andrew Lincoln (Crispin Porter + Bogusky)
Interactive Copywriters: Matt Talbot (Crispin Porter + Bogusky)
Interactive Designer: Shannon Brown (Crispin Porter + Bogusky)
Director of Integrated Production: David Rolfe (Crispin Porter + Bogusky)
Managing Director of Interactive: Winston Binch (Crispin Porter + Bogusky)
Group Executive Producer: Ivan Perez-Armendariz (Crispin Porter + Bogusky)
Integrated Producers: Julie Vosburgh/Christina Carter (Crispin Porter + Bogusky)
Interactive Integrated Producers: Chris Mele/Erica de Rozario (Crispin Porter + Bogusky)
Director: Henry Alex Rubin (Smuggler Productions)
Executive Producer: Lisa Rich (Smuggler Productions)
Line Producer: Drew Santarsiero (Smuggler Productions)
Photographers: Daren Lew/Matthew Woolf (Smuggler Productions)
Editor: Fred Fouquet (Number Six)
Colourist: Siggy Ferstl (CO3)
VP Group Media Director: Bryant King (Crispin Porter + Bogusky)
Associate Media Director: Swapnil Patel (Crispin Porter + Bogusky)
Associate Media Director- Director of Media Operations: John Herman (Crispin Porter + Bogusky)
Media Planner: John Searle (Crispin Porter + Bogusky)
Media placement: Website Redesign - - 21 December 2009
Media placement: Microsite- 1 Site - - 21 December 2009
Media placement: Online Documentary - - 21 December 2009
Media placement: TV Campaign- 3 Spots - TV - 27 December 2009
Media placement: Homepage Takeover - - 28 December 2009
Results and Effectiveness
Post launch, several Domino’s stores have reported running out of pizza boxes due to the increased demand. To date, the campaign has generated over 1.2 billion earned impressions via coverage from CNN, Fox News, a multitude of news outlets and the likes of Jim Cramer, Stephen Colbert and Jay Leno. The revamped pizza and our transparent advertising approach helped Domino's more than double its Q4 profits. DPZ’s stock has shot up from $7 to $14 in the last four months as well.Did we actually listen to our harshest critics and make our best pizza ever? Oh Yes We Did.
Creative Execution
Domino's was pigeon-holed as “mediocre pizza delivered fast.” To disarm people’s reluctance to believe, we settled on a single, powerful concept: we listened. We created a campaign based on the simple notion that instead of running from criticism of our product, we listened to it, responded, and created a better pizza. To prove it, we used footage of Domino’s management watching real focus groups providing honest, yet blunt feedback on our old pizza, reading complaints about our product from online forums, Twitter feeds and blog posts.We launched with high-profile TV placements in each round of the NFL Playoffs, American Idol, and Primetime premieres to raise mass awareness. TV, online banners/video and OOH drove traffic to, which served as a social media hub featuring long form videos on the new pizza and a real-time chatter feed that captured user comments on the campaign from YouTube, Twitter and Facebook.
Insights, Strategy & the Idea
Domino’s asked us to debut their new and improved pizza. At that point, the brand had seen YOY declining sales. The pizza category was also in decline.Domino’s had always been known as a service-oriented company. The taste of our pizza was secondary to the easy 30-minute stomach filling for kids/college students. Growth meant finally addressing the elephant in the room: The taste of Domino’s pizza.Through focus groups, ethnographies and taste tests with consumers, we developed several breakthrough insights. Domino’s new pizza was truly better. It consistently beat comparable pies from Papa John’s and Pizza Hut by huge margins. People even chose it in blind taste tests over the competition. But most people still associated Domino’s with quick, mediocre pizza, not quality. They told us they wouldn’t believe new and improved claims unless those claims were accompanied by some kind of overwhelming evidence. We had to do something unexpected.