Domino’s Pizza Campaign: Dominate Your Day

This campaign was an attempt to get consumers into Domino’s at lunchtime. We came up with the tagline “Dominate Your Day” to let customers know that if they eat at Domino’s, their day will be significantly better. The issue with Domino’s is that no one wants to eat pizza for lunch, especially since Domino’s does not offer single slices. Within this campaign we attempted to drive sales at lunch time by emphasizing that if you order Domino’s delivery, you will save more time in your day because you don’t need to go pick it up or drive and wait in a drive-thru. Our target audience is middle aged men who are working 9-5 office jobs and want to accomplish as much as they can during their day so they can go home, relax, and feel like they had a successful day at work. With these ads we explain how our target can get things done if they order from Domino’s and we emphasized that Domino’s in particular has the best delivery service there is.

Out of Home

These billboard ads are targeting men driving to and from work. I strategically placed them near McDonald’s, our biggest competitor, so that people would realize had they ordered from Domino’s, they would not be waiting right now. I wanted to emphasize how important time is in these ads so I used phrases such as “time is money” to reiterate that it is not something our consumers should be wasting.

Print

These print ads highlight that the worst thing in the world is waiting for something or someone. It features images of people waiting with the copy “we hate waiting too”. I wanted to emphasize that no one likes waiting in lines, and with Domino’s, you can just go about your day and your food will show up. I wanted to let the consumers know that the employees will do the hard work for them. The copy below reads “order delivery. skip the drive-thru. dominate your day” which explains how if the consumers can do those first two steps, they will be able to dominate their day, which is our campaign tagline.

Special thanks to my partners Charlotte Howard, Conor Berry, John Madden, and Madeline Sullivan.

Previous
Previous

Crayola

Next
Next

Microsoft 365