|Title||SHAME PIECE CUTTER|
|Product / Service||DOMINO'S PIZZA|
|Category||B04. Use of Ambient Media: Small Scale|
|Entrant||DENTSU ONE Ho Chi Minh city, VIETNAM|
|Idea Creation||DENTSU ONE Ho Chi Minh city, VIETNAM|
|Idea Creation 2||THE STORY LAB Ho Chi Minh City, VIETNAM|
|Yoshiho Fujisawa||Dentsu One/The Storylab APAC||General Director|
|Vu Thi Doan Trang||Dentsu One/The Storylab APAC||Executive Officer|
|Andy Soong Kok Leong||Dentsu One/The Storylab APAC||Executive Creative Director|
|Jet Anthony Uy Dela Cruz||Dentsu One/The Storylab APAC||Creative Director|
|Le Chi Nguyen||Dentsu One/The Storylab APAC||Associate Creative Director|
|Andy Soong Kok Leong||Dentsu One/The Storylab APAC||Art Director|
|Jet Anthony Uy Dela Cruz||Dentsu One/The Storylab APAC||Art Director|
|Huynh Vu Gia||Dentsu One/The Storylab APAC||Senior Designer|
|Nguyen Minh Toan||Dentsu One/The Storylab APAC||Designer|
A design that turn wastage into bite-size pieces for sharing.
• Implementation: Two months from prototype to production. Water abrasive-jet cut, stainless steel welding and polished. Polished Africa Mahogany (Khaya wood) handle. Shame Piece Cutter that cuts a slice of pizza into smaller pieces (bite size) that resembles the original slice. The cut bite-sized pizza are miniature of the original slice (before it was cut). • Timeline: The Promotion ran for 2 weeks to gauge consumer’s response to the cutter. • Placement: In store activation in Domino’s outlets in Ho Chi Minh City. . • Scale: Domino’s Pizza has 7 outlets in HoChiMinh City, Vietnam each outlet was given 2 Shame Piece Cutters.
• Business impact: This activation/design doesn’t have a sales KPI, even though it was well received by consumers in helping them overcome a cultural issue. • Response rate: Domino’s Pizza has 7 outlets in Ho Chi Minh City, Vietnam. Each outlet was given 2 Shame Piece Cutters. The Promotion ran for 2 weeks (from 12/3/2016 to 28/3/2016) to gauge consumer’s response to the cutter. • Change in behaviour: A design that changes the consumer’s behavior toward the last piece of pizza. Shame is no longer an issue. • Outcomes/awareness: In Vietnam, it’s impolite to take the last piece of food, this design has reduce wastage significantly due to shyness. A design that changes the consumer’s behavior toward the last piece of pizza. Shame is no longer an issue.
Consumers in Vietnam leaves the last slice of pizza untouched due to shyness. As it is consider impolite to take the last piece, even though they want it. Having it at Domino’s outlet will eradicate the problem as it happens. Solving it immediately. We came up with Shame Piece Cutter, a design activation that has a direct approach in solving the problem. We offer to cut the last piece of pizza into smaller bite-size pieces for sharing, everyone was delighted with our unconventional way of solving a cultural problem. It was well received in the outlets where the activation was done.
• Target audience (consumer demographic/individuals/organisations): Young Vietnamese who love pizza. • Approach: In store activation in different outlets in Ho Chi Minh City.