Domino's - C-Screens

92 %

Regular Domino’s customers thought Summer Live was a great way to reach them

47 %

Of the audience remembered the Domino’s ad unprompted

69 %

Of the target audience are more likely to buy Domino’s having seen them advertised on Summer Live

To celebrate the Euros coinciding with the easing of restrictions in the UK, Domino’s launched new iconic creative featuring yodelling

The brief

To celebrate the Euros coinciding with the easing of restrictions in the UK, Domino’s launched new iconic creative featuring yodelling, and wanted to promote the use of the new group ordering function on its mobile app.

Campaign period:

1st June – 25th July 2021

Campaign

This clever campaign was a textbook opportunity for outdoor TV. With iconic audio a key component of the advert, it successfully promoted the use of the app to order pizzas with friends. Timing was key and C-Screens channels delivered for an audience that was excited to be socialising after long restrictions had begun to ease in the UK.

To add value to the campaign, we employed a 3rd party researcher to measure the impact of the new creative with the Domino’s audience.

Delivery

1.7 million Impacts

11.98 16-34s

Results

The campaign had incredible crowd engagement, due to the ability to use audio for the execution and the strength of the creative. So much so that the audience impact was immediate, with crowds yodeling back at the screen, and pizzas being ordered to the event spaces at half time. Attendance across the C-Screens sites was greater than anticipated, leading to overdelivery on impacts by 10%.

We’re very happy with the way C-Screens were able to deliver this campaign for our client. The research proved OOH TV is a highly effective channel to reach our target audience and the results were outstanding, overdelivering on our KPIs. C-Screens are always professional and dependable, and we look forward to continuing to work with them.

Andrew Matsoukis AV Account Director, Havas Media Group