Domino’s brings the fairGround home with launch of hot doughnuts
iris swaps scooters for dodgems in a launch campaign to target ‘family feasters’
London: Domino’s Pizza is set to introduce a new addition to its repertoire of desserts – freshly baked, hot doughnuts, delivered direct to your door. And as part of an on-going mission to deliver moments of Greatness, Domino’s tasked iris with driving awareness of the new addition.
The global creative innovation network, which has worked with Domino’s since 2012, tapped into one thing that the smell and taste of hot doughnuts reminds everyone of; the Fairground. Targeting an audience of ‘family feasters’, iris has developed a 20” film that features another fairground staple. The dodgems.
Taking over from the iconic Domino’s scooter, delivery drivers are seen taking to the streets, sparks flying in colourful bumpercars as they deliver the hot and tasty treats to doughnut lovers everywhere. All media was planned and bought by Arena.
Andy Taylor, creative director at iris said: ““Nothing says hot doughnuts like the fairground says hot doughnuts, and nothing says the fairground like the dodgems. So we figured it’d be great fun to have branded dodgems whizzing around delivering more ‘Greatness from Dominos’.”
Simon Wallis, sales & marketing director, Domino’s added: “With our advertising we like to surprise and create talking points and in this find new ways to show our passion for bringing Domino’s front of mind. This new creative demonstrates how we lead the field in delivering great feel good moments – this time taking an unexpected focus onto our new menu offering doughnuts.
“Domino’s has been delivering hand-made freshly baked pizzas to customers doors for years, now we’re delivering hot, fresh tasty doughnuts – could life get any tastier?”
Kay Tasker, Group Business Director at Arena, added: “Christmas is a key period in terms of families coming together, and this well timed campaign, which uses multi-screen targeting, will cement awareness of Domino’s new products. By focusing on VOD as well as TV, this integrated campaign perfectly complements Domino’s sponsorship of the X Factor app.”
The TV spot and is supported by a through the line campaign.
Creds list:
Creative Director – Andy Taylor
Senior Art Director – Jonathan McKemey
Senior Copywriter – Stuart Sinclair Nightingale
Account Director – Venetia Tabor
Account Manager – Charlotte Coombes
Agency Producer: Carol Powell
Production Company – Tomboy Films
Director – Kirk Jones
Producer – Ben Murray
Post Production – Coffee and TV
Media agency – Arena
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