04 Brief Title
The Brief
Solution
Evaluation
Domino’s Pizza
Create a campaign which reinstates Domino’s ownership of the ‘Two for Tuesday’ pizza deal. t
I realised early on that a visual style or process would have no impact on Domino’s potential audience. To research I read a book called ‘Jab, Jab, Jab Right Hook’ by Gary Vaynerchuck, which concerns itself with how brands can tell their stories in a saturated market place. A basic concept in the book is that brands have to give give give before they can expect anything in return. This was the main influence in the direction I took with the brief. Developing a campaign aimed specifically to work with Twitter and Instagram. With the method of delivery decided, the name fell into place, it needed to be snappy and rhyme with the existing ‘Two for Tuesday’ campaign. This is to give Domino’s a sense of confidence and continuation. The name ‘#2kTuesday’ was used, the # is included to symbolise the campaigns online delivery.
This brief was a game-changer for me in terms of how I deal with collaborations. Having started the brief as a collaboration I quickly realised my partner was void of idea and the work ethic required to keep me from smashing my head against a brick wall repeatedly. I took the brave decision to end the collaboration, dealing with my fear of confrontation. A turning point, in previous years I would have continued the brief and compromised my sanity to help the other person, not any more. I know who I want to be and i have no chance of getting there working with dead-weight. This went beyond my development as a designer and has helped make my life outside of design much better too.
Brief Type Competition - YCN Student Awards
Collaborators N/A
Background Since introducing the ‘Two for Tuesday’ offer Domino’s Pizza have been overtaken by their main competitor Pizza Hut. The campaign needs to be fresh, captivating and be aimed at an audience of 18-24 year olds.
Considerations
The mechanics of the campaign are simple, the customer orders their food, uploads a photograph and shares it with their online community. The photograph with the most likes wins £2000 in cash at midnight on the Tuesday. The campaign is very simple, and will pole-vault Domino’s past their competition and have Domino’s dominate the Tuesday takeaway pizza market.
What are the daily habits of an 18-24 year old? What do they desire to have and what do they aspire to be? These were the main questions that needed to be answered in order to create an effective campaign.
In terms of design process, the research I made into human psychology and brand interaction has changed my outlook on branding again. I realised that the behavioural reaction to brands is a scientific one, whilst the ability to attain that reaction can be an art. By this I mean people react to brands in predictable ways, but these reactions can be attained from a variety of methods. This is very interesting to me. The brief has developed my copy-writing ability, from something I considered a weakness of mine last year it has become a strength. My ability to plan a campaign is much better, considering how an idea spreads, cost of deliverables and existing promotional materials Domino’s have to implement to campaign. In the brief I was able to communicate an idea concisely, this is a necessity when in industry and it gives me confidence. What would I do differently next time? I would chose collaborative partners more wisely, working with people who are ideas driven rather than grade driven.
David M Gaskell
OUGD603
Brief 4
1/6
Research
David M Gaskell
What I did
Why I did it
How the research informed me
I didn’t look at Domino’s previous campaigns, or any of their competitors. Instead I read books about advertising theory, the new economy and strategy for effective use of social media.
I avoided researching previous Domino’s campaings as I wanted to have an original idea, without being too concerned about selling pizza, and more focussed on developing an online community for Domino’s pizza. I wanted to understand the theory behind social media and how it can be used effectively.
I became aware the emphasis of brands using social media must be to give to the customer. The campaign I created had to give, give give to the customer without asking for anything in return.
OUGD603
Brief 4
2/6
#2kTuesday One Take a photograph. Two Share it. Three Win £2000. Development
David M Gaskell
Concept
Campaign mechanics
Why it works
#2kTuesday The customer uploads a photograph when ordering their food, this is uploaded to the Domino’s ‘#2kTuesday’ Instagram feed, the photograph with the most like by midnight on the Tuesday wins £2000.
The campaign will use the existing Domino’s website, Twitter and Instagram. The Domino’s menu and pizza box will be used to promote the campaign, with editorial and bus shelters being placed around cities to tempt hungry comuters on their journey home after a long day in work.
People like pizza, people like money, people like community. This campaign offers all three under a snappy name. The user has an influence in whether or not they win (by sharing the photograph with more people) which in turn will help Domino’s promoted their #2kTuesday campaign.
OUGD603
Brief 4
3/6
DOMINO’S
DOMINO’S
www.dominos.co.uk
www.dominos.co.uk
#2kTuesday Place Your Order Upload a Photograph Checkout Delivery Details Payment Thank You
DOMINO’S
#2kTuesday gives you the chance to win £2000 in cash every tuesday. Simply upload a photograph when you place you order. The photograph is uploaded to the #2kTuesday Instagram upon completion of your order. When this happens you can share the photograph with your friends. The photograph that receives the most likes wins £2000 in cash at midnight on tuesday.
www.dominos.co.uk
Deal
#2kTuesday
Select your deal
BOGOF with the chance to win £2000 every Tuesday
Development
David M Gaskell
Select Your Photograph
#2kTuesday
Pizza
Pizza
BOGOF with the chance to win £2000 every Tuesday
Buy One Get One Free Buy One Get One Free (Large/Medium Pizzas Only)
£00.00
Select your pizza
Select your Buy One Getpizza One Free - Includes Gluten Free
£00.00
Buy One Get One Free (Large/Medium Pizzas Only) - includes our Gluten Free option
Place Your Order
6 Slices
Upload a Photograph
Sides
Checkout
Select your sides
Crust
Place Your Order
Add another Remove
Delivery Details Dessert
Thank You
Select your dessert
Buy One Get One Free - Gluten Crust Free Only 6 Slices Buy One Get One Free (Gluten Free Only)
Upload a Photograph
Pizza
£00.00
£00.00
Side
£00.00
Dessert
£00.00
Dessert
£00.00
Drink
£00.00
Drink
£00.00
Select your drinks
Sides
Upload a Photograph Checkout
BOGOF - Collection Only SelectMealdeal: your sides Online Buy any medium or large pizza and get another one FREE - £00.00
Add another
Delivery Details
Feed Four for £5 Each
Delivery Details
Payment
Feed Four for £5 Each with £3 Upgrade to Large
Dessert 2 x Large Pizzas, Garlic Pizza Bread, Potato Wedges plus 1 x bottle of 1.25l Coca
Payment
Collection only. Add another 2 x Medium Pizzas, Garlic Pizza Bread, Potato Wedges plus 1 x bottle of 1.25l Coca Cola for only £19.99
Cola for only £22.99
Thank You
£00.00
Buy One Getdessert One Half Price Select your
£00.00
Online Mealdeal -Buy any 2 pizzas and get the cheaper half price (CYO Max 4 toppings- Excludes Half & Half pizzas)
Medium Pizza Deal £17.99
Browse for Image
Thank You
@somebody @anotherbody Sitting in the park on a sunny day. #2kTuesday
Your Order
Drinks
Large Pizza Meal Deal - £19.99
Remove Image
Caption
Add another
Any Medium Pizza + Garlic Pizza Bread + Any Combo = £17.99
Your Order
Drinks
£00.00
Side
Place Your Order
Online Mealdeal: 1 topping Personal Pizza only £1.99. Collection Only. Available 11am- 4pm 7 days a week.
Checkout
Remove
Pizza
Add another
Carryout Special: Lunch Time Special £1.99
£00.00
Remove
Payment
Your Order
£00.00
www.dominos.co.uk
Deal
Add another
Your Order
DOMINO’S
Any Large Pizza + Garlic Pizza Bread + Any Combo = £19.99
£00.00 Add another Remove
£00.00
Pizza
£00.00
Side
£00.00
Dessert
£00.00
Drink
£00.00
Small Pizza Meal Deal - £15.99 Any Smallyour Pizza +drinks Garlic Pizza Bread + Any Combo = £15.99 Select
£00.00
2 Large Pizzas for £9.99 each Buy any 2 large pizzas for £9.99 each from the menu or create your own upto 4-toppings only. Premium crusts charged as extra. Collection or delivery. Add another
£00.00
Pepperoni Passion®
£16.99
Side
£00.00
Dessert
£00.00
Drink
£00.00
Upload
£16.99
Online (version 1)
Problems
New direction
Central to the idea is a redesign of the Domino’s online ordering system. This was the first attempt I made.
The design was too cluttered and confusing. The ordering process should be much more simple and follow the 1,2,3 step nature of the #2kTuesday campaign.
The online ordering system must be simplified. Not just visually, but structurally, to make the ordering process less of a pain than it is currently.
OUGD603
Brief 4
4/6
One
Two
Three
What would you like to eat?
One
Two
Three
Upload your photograph
Pizza Original Cheese & Tomato Topped with 100% mozzarella cheese and Domino’s own tomato sauce.
BBQ Chicken Melt BBQ Sauce, Extra Mozzarella Cheese, Chicken Breast Strips, Sweetcorn, Green and Red Peppers, Crispy Onions.
Caption BBQ Meatball Melt BBQ Sauce, Extra Mozzarella Cheese, Pork Meatballs, Green and Red Peppers, Crispy Onions.
Two people, three tennis rackets, three bottles of cider. #2kTuesday
Meatilicious Pepperoni, ham, chicken breast strips, smoked bacon rashers, cumberland sausage.
Pepperoni Passion® Extra pepperoni and extra mozzarella cheese on a Domino’s tomato sauce base.
Chicken Feast Chicken, mushrooms, sweetcorn.
Ham & Pineapple Ham, pineapple.
Hot & Spicy Red onions, ground beef, green and red peppers, jalapeno peppers.
Mighty Meaty® Domino’s tomato sauce, pepperoni, ham, ground beef, sausage, red onions, mushrooms and mozzarella cheese.
New Yorker Pepperoni, ham, bacon & mushrooms.
Tandoori Hot® Tandoori chicken, red onions, mushrooms, green and red peppers, jalapeno peppers.
Outcome Texas BBQ® Tangy BBQ sauce topped with smoky bacon, succulent roast chicken, red onions and green and red peppers.
Tuna Delight Tuna, sweetcorn, red onions.
Online restructure
Why it works
The ordering system has been simplified to replicate the similicity of the #2kTuesday campaign.
The upload a photograph feature enables to the campaign to work. The newly simplified ordering process make ordering food less of a tedious experience, meaning more people are likely to order Domino’s Pizza. This is without the opportunity of £2000 and minor celebrity that #2kTuesday offers.
OUGD603
Brief 4
Vegetarian Supreme Red onions, green and red peppers, sweetcorn, mushrooms, tomatoes.
Sides Desserts Drinks
David M Gaskell
5/6
Outcome
David M Gaskell
Print campaign
Method of delivery
Why it works
A print campaign will run which directs people to the Domino’s website. No mention of pizza in the campaign, the focus is on the simplicity of #2kTuesday and that it is an opportunity to win £2000 in cash money.
Domino’s promotional materials, such as pizza boxes and menus are used to promote the campaign. Traditional media such as free national newspapers (The Metro) and bus shelter adverts are used to tempt hungry commuters online for a chance to win £2000.
People like pizza, people like money, people like community.
OUGD603
Brief 4
6/6