Domino’s DXP
Domino’s
Issue 38 | March 2016
Agency
CP+B
Creative Team
VP/Chief Creative Officer Ralph Watson EVP/Executive Creative Director Tony Calcao VP/Executive Creative Director Matt Talbot VP/Creative Director Andrew Lincoln Art Director Marthon Pucci Copywriter Brian Caruso Associate Design Director Adam Skalecki
Production Team
VP/Creative Technology Director Harold Jones Associate Director of Architecture Benjamin Sterling VP/Executive Producer, Interactive Stafford Bosak Jr. Producer, Interactive Morgan Burrows Production Company Tool Of North America
Other Credits
VP/Account Director Alex Guerri Content Supervisor Brittany Tangsrud Content Manager Sam Carolan Experience Director Rich Giuliani Associate Experience Director Dave Rowley Sr. Analyst Ryan Cain Jr. Digital Analyst Lea Johnson Business Affairs Lydia Tirpak
Date
October 2015
Background
The insight behind this campaign was that fire-engines, police cars, mail delivery vehicles, food trucks, ice cream vans and others were all designed and built to serve a very specific purpose.
If Domino's wanted to make and deliver the best possible pizza, then they needed to look at every step of the process from the ingredients that went into their pizza through to the way they were delivered to a customer's door.
Idea
This insight led to the creation of the Domino's DXP, a delivery vehicle with a built-in warming oven. What might have sounded wild was, in fact, a very logical idea.
It started with a TV ad in 2012 showing Domino's CEO Patrick Doyle riding with delivery drivers, listening to their ideas about how to make the service better.
After five separate stages of co-creation, a winning design was selected.
Since Domino's is a franchise-based business, to be successful and purchased for use at stores across the country, the DXP needed to be affordable.
That meant that using an existing vehicle platform and the 2015 Chevy Spark was selected. Roush, most commonly known for modified Mustangs and maker of the self-driving car platform for Google, were tasked with building the DXP.
At the end of November 2015, 97 DXP's were placed on the road. Future supporting advertising and tactics in 2016 will make the Domino's DXP a household name, but in the meantime, there's www.dominosdxp.com where consumers can take the car for a spin, learn all about its custom features and see where the first DXPs will be delivering.
Results
Once word of the DXP caught the attention of the press, it became news overnight. It was covered across all forms of media, garnering more than 850 million media impressions.
Our Thoughts
There’s a lot of talk about the internet of things these days and a van is about as substantial a thing as you can think of. Domino’s have a history of innovation because they grasped early on that customer service now begins with the online experience. People want to know what’s happening to their order at any moment.
When you order a car on Uber, you can watch it heading your way on your ‘phone. You feel connected. And that’s what this idea is about; it’s a brand statement saying ‘no-one cares more about customer service’, the whole experience of ordering, waiting for and receiving a better pizza.