Cannes Lions
DENTSU ALPHA, Ho Chi Minh City / VIETNAM FOOD AND BEVERAGE SERVICE CO. (VFBS) / 2016
Overview
Entries
Credits
Description
A design that turn wastage into bite-size pieces for sharing.
Execution
• Elements and integration
A pizza cutter has always been part of pizza dining experience, designing a shame piece cutter not only increased the dining experience but solved a cultural problem as well.
• Touch points
In store activation in 7 different outlets in HoChiMinhCity.
• Materials, style elements, choices
Specially designed stainless steel pizza cutter with polished Africa Mahogany (Khaya wood) handle.
• Development, process
Two months from prototype to production. Water abrasive-jet cut, stainless steel welding and polished. Polished Africa Mahogany (Khaya wood) handle.
Shame Piece Cutter that cuts a slice of pizza into smaller pieces (bite size) that resembles the original slice. The cut bite-sized pizza are miniature of the original slice (before it was cut).
• Scale
Domino’s Pizza has 7 outlets in HoChiMinhCity, Vietnam each outlet was given 2 Shame Piece Cutters. The Promotion ran for 2 weeks to gauge consumer’s response to the cutter.
Outcome
• Value added to brand
Building brand love with the consumers.
• Value for consumer
A design that changes the consumer’s behavior toward the last piece of pizza.
Shame is no longer an issue.
• Reach/cultural impact
In Vietnam, it’s impolite to take the last piece of food, this design has reduce wastage significantly due to shyness.
• Sales
This activation/design doesn’t have a sales KPI, even though it was well received by consumers in helping them overcome a cultural issue.
• Achievement against brief
The brief is to provide a solution to the last piece of uneaten pizza (shame piece).
We have eradicated the problem entirely.
• Other KPIs
A simple solution that overcomes a social problem and having our design being register for a design trademark.
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