Pizza Legends

Background

The 'Create Your Own' pizza feature was Domino's biggest sales driver. However, this was a standard offering from all pizza brands nowadays. So Domino's wanted to come up with an advertising campaign that would breathe new life into 'Create Your Own', and make it synonymous with Domino's again. This meant asking some bold questions: How can brand equity be built into Create Your Own? How does it become ownable? How can it drive higher brand affinity? And, of course, how can it drive further sales?

Idea

For such a meaty challenge, Domino's were going to have to do something different. From the brand tracker they knew that customers ordering through digital channels have a more rewarding experience. Using that to their advantage, they went beyond creating an ad campaign. They developed a participative mobile-first platform that transformed the creation process from functional to fun. Now pizza lovers could not only choose what went on their pizza, but they could tell the story behind it. They could name it, give it a logo, make it famous and watch it come to life in a unique celebratory video. In the spirit of Greatness, 'Create Your Own' was reborn as 'Pizza Legends'.

Results

£5m Sales To Date A Pizza Legend Creation Is The Highest Value Order By 38% 420,000 Legends Created So Far 44% Repeat Purchase Of Pizza Legends 20% Of Sales To Lapsed Customers 39% Increase In Brand Love Pizza Legends Users Scored Domino's 10.2% Higher Than Non-Users Across Value, Service, Product, Quality And Image 4m Facebook Reach – 41% Higher Than Average Organic Reach 8.7m Twitter Impressions