Competition Brief Sam Blower U1262183
The Brief Create a campaign that will reassert Domino’s ownership of Tuesdays in the pizza takeaway category. Background Domino’s Pizza is an iconic US brand that launched in the UK in 1985. Known for delivering tasty, fresh, handmade pizzas at great value wherever, whenever, and however you want it. Domino’s UK has grown into the number one pizza delivery brand in the UK, with over 750 stores. As the market leader, Domino’s has been first to market with various industry defining offers and technological advancements. Domino’s was the first to introduce web ordering, and an iPhone app. The Domino’s Heat Wave hot box ensured customers received their pizza piping hot, and Domino’s pushed new frontiers delivering pizza via an unmanned drone. In 2009 Domino’s Pizza launched Two For Tuesday – buy one pizza get one free every Tuesday. The launch proved a major success, doubling average sales on a Tuesday. In July 2010 Pizza Hut launched Two’sday Tuesdays, and in August 2010 Papa Johns also launched Two For Tuesday. The Creative Challenge Two For Tuesday is no longer able to differentiate Domino’s from our competitors, and as such Tuesday ownership has been relinquished. We would like to reinvigorate and recharge the Two For Tuesday offer, not reinvent it. We want Domino’s to be to Tuesdays what Orange is to Wednesdays. The creative challenge is to develop an attention grabbing campaign that achieves this.
The Brief (Continued) Target Audience 18 -34 year olds of both sexes, many of whom will be students. Media You are free to bring your campaign to life using any specific medium, or combination of media, that you think will best connect with the target audience in the times and places that they will be most receptive to it. Feel free to explore digital, press and outdoor, experiential ideas or any other formats, contexts and media that you think will grab the attention of the right audience. Mandatories • You must use the Domino’s logo • Adhere to Brand Guidelines • Mechanic requires Two Pizzas (you must not change this part of the mechanic) Deliverables, Artwork and Additional Information For guidance on how to submit your work, please adhere to the main deliverables information which can be found online at the YCN website. www.ycn.org Any additional information referenced in the brief can be found in the supporting project pack.
Where To Start So I knew what I was working with, I researched Domino’s current marketing and adverts for their Two-For-Tuesday deal, it doesn’t really stand out as anything special because it just has images of the pizzas. It is buy one pizza and get another free. At the moment though, the two main competitors (Pizza Hut and Papa Johns) do the exact same deal so it isn’t anything special, despite this Dominos want to promote their deal as being better without actually improving the deal. What I want to achieve with my marketing technique is to imply that Dominos is a better pizza place than its competitors.
This is the current style of advertising that Dominos uses.
Researching The Product To research the product that I have to promote, I had the awful task of having to order pizza with my friends. I made sure to photograph both the pizzas as well as the packaging to help get a good idea of the branding and how the company likes to present itself.
Sketching Up Ideas I had to think of a few design ideas before picking out which one will work the best. I am not overly keen on the “King of Pizza” mascot, however I like the idea of “Great things come in twos” because it implies that having two pizzas from Dominos is great.
The way I decided to go was with the idea of “Great Things Come In Twos� because this implies that Dominos is great, it implies that pizza is great, and it implies that whoever/whatever I include in the advert is great. I have decided that I am going to use famous TV pairs to appeal to a mass audience. Because getting the actual celebrities or official images would cost a lot of money, it would be good to illustrate them for the purpose of the adverts and to pick characters rather than actual people.
Minimal Style Illustrations I started by drawing out the illustrations in Adobe illustrator and kept them quite simple. I like this style of illustration because it uses quite basic shapes and would also be easy to animate if necessary. Unfortunately though this would limit what characters I could choose because unless they are really obvious, it might be hard for people to recognise who or what they are supposed to be.
Batman and Robin
Bert and Ernie
Detailed Illustrations I then started to illustrate more detailed illustrations, I used actual photos of the characters/people that I wanted to illustrate as a guideline so that I could make them as accurate as possible whilst still keeping an illustrated style.
I quite like these illustrations of Shaggy and Scooby, I think they work well because they are still obviously the characters but are not in the same style as the original cartoon. They will work well for the adverts because Shaggy and Scooby are well known for eating fast food.
Detailed Illustrations (Continued)
I like the illustration of Mulder looking quite serious and also the one of Skully, however I am not quite as keen on the one of Mulder smiling. I think it’s because he doesn’t usually smile in the X Files, even if he is happy to be having Dominos Pizza on 2 for one.
Detailed Illustrations (Continued)
I am really happy with the way the illustrations of Batman and Robin turned out, I think they not only look good but are instantly recognisable characters that stand out. They a relatable to all generations, the same applies to Shaggy and Scooby.
Video Adverts I can use the illustrations of the various characters in a number of formats to promote the “Great Things Come In Twos” deal. One that I think will work really well would be video adverts. I have created a series of short adverts that include the famous pairs. I decided to include music from the Tv shows relevant to the characters, I decided to have just one character in the first frame, but then have both characters in the second section to show that great things come in twos. The video could be used as either a TV advert or as one fo those annoying little square adverts on websites that plays sound until you click on it. The image would then lin kyou to the relevant page on Domino’s website. The original 3 video adverts will be available to watch on the disk at the back of this sketchbook but are also available at these links. Batman and Robin - http://youtu.be/5youmLT1jNE Shaggy and Scooby - http://youtu.be/G4YL8I47Euc Mulder and Scully - http://youtu.be/Ak7Yn5Xur_g
Print Adverts I also wanted to see how these illustrations would work as printed adverts. I designed a series of poster designs that would work either in shop windows or on bus stops.
Print Adverts (Continued) I think these posters are ok, but I don’t think they work as well as the videos do. They look quite flat in comparison, I also don’t think Mulder and Scully works as well as the others do.
Here are two of the posters as they would appear in the real world. think that to make the adverts more effective I will have to go back to the illustrations and find a way of making them stand out more.
Improved Illustrations I decided to try and make the illustrations stand out more and look more visually interesting rather than the original illustrations. I made use of different line thicknesses to make the edges stand out, I also made use of ben day dots for shading and highlights to make the images appear to be more 3d and have more depth to them. They almost look like characters straight out of a comic book or graphic novel, so when I develop the posters I can make the posters look almost like comic books.
I really like how these illustrations of Batman and Robin have turned out. I think the use of thick black outlines and the ben day dots for shading work really well, I hope that Shaggy and Scooby will look just as good when I draw them in the same style.
Improved Illustrations (Continued)
I like how the illustrations of Shaggy and Scooby have turned out too. Even though Scooby Doo isn’t normally seen in comic book form I still think they look good. I think they are still recognisable and will look good when put onto the posters.
New Poster Design I kept the comic book style when designing the posters. I still adhered to the brand guidelines but knocked everything of the grid slightly to make it more visually interesting and harder to ignore.
I think the posters work realy well on the bus stops, however they are more likely to work being used in the stores because the deal only applies to Tuesdays so it would be easier to change them throughout the week.
Flyer Design I also used the illustrations to create some flyers that could be handed out either in town centres or through letter boxes. Each branch of Dominos would have the flyers with their own details on them.
Video Design For the new videos, I used the same timings and audio as the earlier videos but with the updated illustrations. I think they are more effective than the earlier ones and would work well on tv and as video adverts on the internet such as before youtube videos. The videos will be on the disk on the opposite page, however they are also available to watch at these two links. http://youtu.be/PsCXH2DBm2s http://youtu.be/1bHxnsSOOl8
Evaluation Overall I am very pleased with the outcome of this brief. I think the print adverts look very good and the video adverts are ok. Ideally I would have had someone else doing the voiceover work for the adverts as it would sound more proffessiona. Considering I have had no budget to fulfill a project that would usually be quite high end, I think I have done quite well and I am pleased with my work.
If the disk is missing, please view the videos at the Youtube links stated.
www.samblowerdesign.co.uk