Joe Leadbeater (Collab with Alex Dyson)
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Domino’s YCN Brief (Collab)
OUGD503
Brief / Background Domino’s, famous for their Two For Tuesday’s Pizza deal (buy one get one free on tuesdays) feel their ownership of the deal has slipped. Other companies such as Pizza Hut and small takeaways are beginning to do the same deal. Domino’s want Two for Tuesday’s to be ‘like Orange is for Wednesdays’. The brief only instructed to produce a campaign, be it web, print or video. A selection of winners will be chosen, and given tickets to the YCN awards in July.
Brief 04 - Domino’s YCN Brief
Final Boards
Target Audience / Tone of Voice After researching into Domino’s customers’, we’ve found that the majority of their customers are students. This is because of the vast amount of deals, and the fact that students have money at their disposable for pizza, unlike most under 18’s. Domino’s use a tone of voice that is informal and casual, and often quite fun.
Deliverables - A ‘campaign’, which is essentially anything. - Design boards submitted as PDF, with a maximum size of 50mb.
Joe Leadbeater (Collab with Alex Dyson)
01 / 03
Application
OUGD503
Concept / Reasons of Choice
Brief 04 - Domino’s YCN Brief
Final Boards
Brand Guidelines Attached to the brief, Domino’s also included some strict brand guidelines:
The ‘Two For Tuesdays’ application will be the first of it’s kind, bringing customers together through social networking. 72% of people in the United Kingdom own a smartphone. (Mobile Marketing Magazine).The Domino’s Android application received more than 140,000 downloads in it’s first two weeks of being released. (Domino’s Investor Relations). These statistics show the potential audience this application can generate, solidifying the ownership of Domino’s ‘Two For Tuesdays’.
- The use of a specific red, white and blue, only used at 100% opacity. - The use of 2 font families that were provided. - Strict use of their logo on specific backgrounds. At times these were difficult to work with (when it came to the functionality of the app), but Alex and I saw it as a challenge to work around.
Joe Leadbeater (Collab with Alex Dyson)
01 / 03
Application - Navigation
OUGD503
The 5 Main Screens After logging in to the application, users are able to swipe between the five main pages, this enhances the usability and the speed at which it can be used. From left to right: ‘QR Scanner, My Profile, Feed, Menu, Payment’
Brief 04 - Domino’s YCN Brief
Final Boards
Joe Leadbeater (Collab with Alex Dyson)
01 / 03
Application - Pages
OUGD503
Brief 04 - Domino’s YCN Brief
Final Boards
Sign Up Screens
Feed
When the application has been installed, the user is greeted with an initial log in which allows them to use Facebook, Twitter, Google + or their e-mail address.
This is the initial screen after log in. Users have the ability to share their ‘Two For Tuesdays’ experience on the application, Facebook, Twitter & Google +. Users can be tagged in a status, and also like it.
They can then choose a username, allowing friends & family to find and follow them as well as tag them in posts. Whenever the user logs in, the application will ask for their postcode. This will link them to the correct Domino’s store and lets users order from home or elsewhere.
These status’ are also stored on the user’s profile, allowing them to reflect on their ‘Biblical’ Domino’s moments.
Joe Leadbeater (Collab with Alex Dyson)
01 / 03
Application - Pages (2)
OUGD503
Brief 04 - Domino’s YCN Brief
Final Boards
Friends Profile & Friends Profile Scrolled Down
Choosing & Customising Your Pizza
Every user builds up their own personal profile that friends & family can view and interact with.
The application allows the user to customise their pizza as well as name it.
The profile records information such as the customer’s favourite pizza, toppings they love and hate, status updates and the amount of money they have saved.
This will give the order some extra personalisation as well as something to entertain the user and their peers.
Joe Leadbeater (Collab with Alex Dyson)
01 / 03
Application - Pages (3)
OUGD503
Pament & Delivery Similar to the existing Domino’s application, there are options to pay by cash, card or paypal.The delivery options have also been kept the same. However, the Domino’s ‘Two For Tuesdays’ application gives opportunity to pay with up to five cards, sharing payment at the users convenience.
Brief 04 - Domino’s YCN Brief
Final Boards
Joe Leadbeater (Collab with Alex Dyson)
01 / 03
Packaging Solution
OUGD503
Brief 04 - Domino’s YCN Brief
Final Boards
QR Code
Pizza Box
A unique QR code will be printed on a sticker, and placed on the side of the box.
‘Two for Tuesdays’ deserves it’s own pizza boxes.
Scanning the code with the application will add information about the pizza to your profile: the name of your pizza, your savings and your most favourite toppings.
Two separate boxes would be produced, the top of each box being one half of the Domino’s logo. Bringing together the two boxes to create the logo represents ‘Two for Tuesdays’ being at the heart of Domino’s.
Joe Leadbeater (Collab with Alex Dyson)
01 / 03
Promotion
OUGD503
Adshell A quick promotional poster was mocked up, showing how Domino’s could target their customers. With a majority of their customers being students, an adshell is an approriate way of targetting them.
Brief 04 - Domino’s YCN Brief
Final Boards