Cannes Lions
CP+B, Boulder / DOMINO'S PIZZA / 2017
Overview
Entries
Credits
Description
Domino’s has some of the most loyal fans out there. They deserve more than typical loyalty program points – they deserve a piece of the pie. So Domino’s created the loyalty program that invited their customers to be part of their company, making them actual shareholders. Each month, 25 loyalty program members will be given ten shares of Domino’s Stock.
Execution
We figured these Titans of taste and industry needed some accessories to look the part, so we created a custom, vintage, banker-inspired briefcase to deliver their shares of stock, as well as a shiny, gold (ish) pizza slicer. The case is crafted with the finest faux-leather paper stock for a premium leather-like feel, gold-foil stamped designs because why not, and also includes buzz words for dinner parties because thanks to Piece of the Pie Rewards, they’ve officially made it to the upper crust.
Outcome
Since the launch of the Piece of the Pie Rewards program, share prices have had a percent increase of 24%, topping out at $185 as this is entered for consideration. The program was picked up by Time, Yahoo finance, CNN, Fast Co, Bloomberg, Creativity, Money Magazine, AdAge, The Sun Herald, and more.
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