Using a door-to-door guerilla strategy, the idea made an original use of media: we placed the flyers halfway under each door, in a way that it seemed real oven spatulas delivering pizza inside the house. On the back there was a 10% discount voucher for the next order, so everyone could taste what we were talking about: Domino’s pizza is always delivered hot. The 2000 flyers printed were delivered at meal times so we could improve our chances of instant response.

The results exceeded expectations. Of the 2,000 flyers printed, 14.5% were redeemed. The response was automatic at campaign areas with a 76% increase in calls during dinner time. After 2 weeks distributing flyers, overall sales increased 12%. Our work inspired people to always check upfront and make sure the pizza is still hot and fresh when delivered – a statement that cannot be frequently proven right by all Domino’s competitors. The campaign was such a hit that the delivery staff had to rush to keep up with the promise: hot pizza, no matter what.