04 Brief Title
The Brief
Solution
Evaluation
Domino’s Pizza
Create a campaign which reinstates Domino’s ownership of the ‘Two for Tuesday’ pizza deal. t
I realised early on that a visual style or process would have no impact on Domino’s potential audience. To research I read a book called ‘Jab, Jab, Jab Right Hook’ by Gary Vaynerchuck, which concerns itself with how brands can tell their stories in a saturated market place. A basic concept in the book is that brands have to give give give before they can expect anything in return. This was the main influence in the direction I took with the brief. Developing a campaign aimed specifically to work with Twitter and Instagram. With the method of delivery decided, the name fell into place, it needed to be snappy and rhyme with the existing ‘Two for Tuesday’ campaign. This is to give Domino’s a sense of confidence and continuation. The name ‘#2kTuesday’ was used, the # is included to symbolise the campaigns online delivery.
This brief was a game-changer for me in terms of how I deal with collaborations. Having started the brief as a collaboration I quickly realised my partner was void of idea and the work ethic required to keep me from smashing my head against a brick wall repeatedly. I took the brave decision to end the collaboration, dealing with my fear of confrontation. A turning point, in previous years I would have continued the brief and compromised my sanity to help the other person, not any more. I know who I want to be and i have no chance of getting there working with dead-weight. This went beyond my development as a designer and has helped make my life outside of design much better too.
Brief Type Competition - YCN Student Awards
Collaborators N/A
Background Since introducing the ‘Two for Tuesday’ offer Domino’s Pizza have been overtaken by their main competitor Pizza Hut. The campaign needs to be fresh, captivating and be aimed at an audience of 18-24 year olds.
Considerations
The mechanics of the campaign are simple, the customer orders their food, uploads a photograph and shares it with their online community. The photograph with the most likes wins £2000 in cash at midnight on the Tuesday. The campaign is very simple, and will pole-vault Domino’s past their competition and have Domino’s dominate the Tuesday takeaway pizza market.
What are the daily habits of an 18-24 year old? What do they desire to have and what do they aspire to be? These were the main questions that needed to be answered in order to create an effective campaign.
In terms of design process, the research I made into human psychology and brand interaction has changed my outlook on branding again. I realised that the behavioural reaction to brands is a scientific one, whilst the ability to attain that reaction can be an art. By this I mean people react to brands in predictable ways, but these reactions can be attained from a variety of methods. This is very interesting to me. The brief has developed my copy-writing ability, from something I considered a weakness of mine last year it has become a strength. My ability to plan a campaign is much better, considering how an idea spreads, cost of deliverables and existing promotional materials Domino’s have to implement to campaign. In the brief I was able to communicate an idea concisely, this is a necessity when in industry and it gives me confidence. What would I do differently next time? I would chose collaborative partners more wisely, working with people who are ideas driven rather than grade driven.
David M Gaskell
OUGD603
Brief 4
1/6