Cannes Lions

PIZZA DELIVERY

ADK JAPAN, Tokyo / DOMINO'S PIZZA / 2011

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Overview

Entries

Credits

Overview

Description

Our 2010 Domino’s Pizza 25th anniversary PR campaign overlapped with peak Christmas/New Year demand. We marked Domino’s Pizza 25th year in Japan by recruiting a part-time delivery person at the unprecedented hourly wage of $31,000 (2.5 million JPY). The lion’s share of the extremely limited budget was allocated to wages for the part-time position.

Though publicity insertions were limited to the Domino’s Pizza website and a single part-time job tabloid, the campaign generated a buzz that reverberated around the world. Initially fuelled by social networking sites, the campaign became a hot topic on-line, generating mass-media coverage and eventually capturing worldwide attention via a Reuter’s wire-service release.

Despite almost zero media expenditure, our campaign received massive exposure (equivalent ad value of approximately $5.9 million). It also generated overseas coverage unprecedented for a domestic campaign. And during the 2010 Christmas/New Year season, Domino's Pizza recorded record revenues!

Execution

Though publicity insertions were limited to the Domino’s Pizza website and a single free-of-charge part-time job tabloid, the buzz generated by the campaign reverberated around the world.Initially fuelled by Twitter and other Japanese social networking sites, the message caught fire, becoming a hot topic online. This was followed by newspaper, TV and other mass-media coverage, with our part-time job offer eventually picked up by overseas media and generating worldwide attention via a Reuter’s wire-service release.

Domino’s Pizza Japan received more than 100 follow-up queries from all over the world, and more than 10,000 resumes were submitted for the part-time position.Following the selection process, the task assigned the lucky part-timer was to see how far a pizza could be delivered in an hour. Amidst nationwide attention, a Domino’s Pizza was successfully delivered to an island more than 100km off the coast of Tokyo in just one hour.

Outcome

Despite almost zero media expenditure, our campaign received massive media exposure, generating an equivalent ad value of approximately $5.9 million. The campaign buzz expanded beyond the borders of Japan, generating overseas coverage unprecedented for a domestic campaign. And during their 25th Anniversary Christmas/New Year season, Domino's Pizza recorded record-setting revenues!

Men and women between 20-50 years say they love a pizza, but are separated from a Domino's pizza.

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