The Campaign

CHALLENGE: Domino’s wanted to create a new TV spot.　 But the problem is, pizza spots often made people want to eat pizza, but not necessary Domino’s. As the #3 brand in the market, it was a critical problem. IDEA: To make Domino’s first in people’s mind, we took its well-known logo “Domino Pizza” and made a slight change to “Dokono Pizza.” Which now means “Which Pizza?” in Japanese, a question that we all have when ordering pizza. Because it’s too obvious question, whenever people thought “which pizza brand?” Domino’s would automatically come to their mind. To amplify this idea, we created a scenario that the foreign President of Domino’s fell in love with DAJARE, a Japanese way of silly play-on-words, just like “See you later, alligator,” or changing Domino to Dokono. First, we created a web site where the President introduced a new DAJARE each day. Then, we decided to adopt DAJARE as the official language of Domino’s. Then, we launched DAJARE based TV spot, asking the obvious question “Dokono (Which) Pizza?!” RESULTS: In a month, Domino’s received free media coverage worth more than 3 million dollars. And as we continued to ask “Dokono (Which) Pizza?!” thru TV spots, pizza orders increased dramatically, and six months after the campaign, Domino’s jumped up from #3 to #2 brand. PR VALUE Because we were able to spread "Dokono Pizza?!" in a scenario that foreign president felling in love with DAJARE thru PR, campaign became successful, making the TV spot very effective.

The Brief

To become first in people's mind. From the survey we find out that, whenever people though about ordering pizza, they order from the brand that just pops up in their mind.

Results

Free media coverage: USD Visitors to DAJARE site: 200,000 *All actual figures are listed below in confidential information.

Execution

First, we created a web site where the President introduced a new DAJARE each day for 30 days. DAJAREs were related to pizza, but it was purely joke, not ad. DAJAREs were shareable via SNS. Because nobody knew that it was leading up to TV spot, everyone was curious why a president would start a such thing. Then, we decided to adopt DAJARE as the official language of Domino’s. Official language is a controversial trend is growing in Japan. Many Japanese companies are adopting English to be competitive in global market. As an international company, it was normal for Domino's to adopt a official language. So we did it in a unique way; adopting DAJARE. After a month of daily DAJARE and announcement of adopting DAJARE, we finally launched DAJARE based TV spot, which we mentioned, was an DAJARE idea from the president; asking the obvious question “Dokono (Which) Pizza?!”

The Situation

Domino’s wanted to create a new TV spot.　 But the problem is, pizza spots often made people want to eat pizza, but not necessary Domino’s. As the #3 brand in the market, it was a critical problem.

The Strategy

Changed “Domino Pizza” to “Dokono Pizza?!” just by changing only one sound, to make it a question in Japanese, "Which Pizza?" Which is a question that we all have when ordering pizza. Because it’s too obvious question, whenever people thought “which pizza brand?” Domino’s would automatically come to their mind. To amplify this idea, we created a scenario that the foreign President of Domino’s Japan fell in love with DAJARE, a Japanese way of silly play on words, just like “See you later, alligator,” or changing DOMINO to DOKONO. DAJARE is very popular and familiar play on words that we use everyday, but because it was done by "foreign" "president" of Domino's, it created huge buzz.