Dolly wanted do something extra for their biggest fans; those who really love pizza and could eat it every day. These fans often live with someone that doesn’t necessarily want that. That is why we made the app ‘Mouthfulness’: The app that increases the chance of having pizza for dinner tomorrow. When you first start the app, it works as a regular sleep app. A comfortable voice helps you fall asleep. Like most modern sleep apps, it monitors your sleep using the mobile’s audio and motion sensor. However, what it uses this information for is quite different.

As soon as you havae fallen asleep, the app talks about pizza. How much you want pizza. How good pizza is and specifically how great the pizzas of Dolly Dimple’s are. If someone wakes up, it immediately transfers to the normal sleep-app mode that guides you back to dreamland.

Lunched on Appstore, campaigned on FaceBook and in-store.

Main campaign push for app summer 2017.

Campaign still running.

The Mouthfulness-App is a customer engagement tool. Even though the user might be sleeping through the experience, literally. It rewards the users by giving them an unique experience and also rewards those who use the app for 5-consecutive hours or more with: An offer you can only dream about. Thereby we don't only engage people in their sleep, but also drive fans into the restaurant.

As the challenger in the Norwegian pizza-market we always aim to stand out and show that we understand our customers better. By targeted the heavy users. The ones who love pizza the most and by taking their constant craving for pizza seriously by helping them with an everyday challenge of getting their partners to agree on pizza for dinner, we show that we understand them and share their love of pizza.

The mobile platform is the only devise that can deliver this campaign message. It's location in or right by the bed while sleeping, and technical features of smartphones were booth essential to executing this campaign. This campaign could not have been made without utilising a smart phones functionality to its fullest.

Dolly Dimple's is the second largest pizza company in Norway. Making them the challenger and taking the position as fresh breath in the fast food industry.

The brief was to make something to Dolly Dimple's and their competitions core fans. The pizza lovers.

Main objective was to stand out and do something different an innovative that prove Dolly Dimple's get these core users.