Domino's Pizza opened its first store in Portugal in 2015 and has been expanding steadily since.

Last year, Domino’s Pizza expanded significantly opening new stores and has now an extended and country-wide delivery service that will deliver pizza to every corner.

The challenge was to communicate this new expanded reach in a way that would resonate with the Portuguese public as well as increase sales along the way.

The challenge became an opportunity on Halloween.

Taking advantage of Portugal’s famously haunted spots, typically located in secluded parts of the cities, we created an experience that rewarded the bravest fans.

Those who ordered to the spookiest streets in their cities, got an extra pizza.

A simple promo that proved to everyone that Domino’s delivers to every little corner, street or alley in any major Portuguese city. Spooky streets, fearless delivery.

As Domino's Pizza brand motto is "We are not normal.", this campaign also flexed the recent expansion in a very not normal way.

Instead of creating a "normal" campaign communicating that the new stores reach a bigger area, we took the Halloween opportunity to do it in a more fun and relevant way for our target - which is anybody 16+ in major cities Portuguese.

Portugal is a place of famously know spooky spots that, more often than not, are in secluded and far areas of the cities. So we created this experience that defied people to order to those places. Strategically, but "on your face", communicating that Domino's Pizza has expanded and delivers literally anywhere on the city.

On the week before Halloween, starting on the 27th of october, the campaign was launched in traditional media (except TV) and digital channels via paid media as well as Domino's Pizza own channels and stores. There was no need for the use of influencers.

Word spread fast and media insertions in local cultural publications took the story helping to reach the target.

During the whole Halloween season restaurants near the promo spooky streets were reinforced to ensure orders had the logistical capacity to be fulfilled without delays.

THE RESULTS:

In 4 days,

HAVING SPENT ONLY 18,3k€

(0,25% of the advertising budget of Pizza delivery sector)

the campaign obtained +2,1M CONTACTS (in a 10M people country).

And also achieved

20% SALES INCREASE

4% AVERAGE TICKET INCREASE

Total Sales (during the week):

427k€ (w/ a 18k investment)

consolidating this way Domino’s Pizza as a brand of national reach.