Domino’s declares war on delivery charges in newly launched TV campaign via Elevencom
Domino’s has launched a major new campaign this week declaring war on delivery charges to promote the fact that all large Domino’s pizzas are now available from just $15 including delivery.
The commercial, created by Elevencom, features an army of hundreds of Domino’s delivery experts, dozens of e-bike riders, and two gigantic Pepperoni Pete company mascots screaming “No Charge” as they run into battle.
Says Allan Collins, chief marketing officer ANZ, Domino’s: “The campaign is based on the insight that customers don’t like the nasty surprise of extra delivery fees when they order food online.
“We’re committed to simplifying our business and removing conditions and charges wherever we can, and our Any Large Pizza $15 Delivered deal is a big step in that journey.”
Ryan Fallowfield, creative director at Elevencom said the campaign was also an important step for the brand creatively.
Says Fallowfield: “We are continually looking to make our creative work for Domino’s more bold and engaging and we think this campaign will really stand out in the category.”
The campaign will air in Australia and New Zealand on TV and online channels.
Client: Domino’s
Allan Collins, Chief Marketing Officer, ANZ
Melody Livingstone, Head of Marketing, ANZ
Teneille Rudd, Brand Manager, AU
Phoebe Kenny, Brand Manager, NZ
Peter Walmsley, Senior Production Manager
Agency: Elevencom
Ryan Fallowfield, Jono McCauley, Tim Arrowsmith, Daniel Crocetti,
John McLachlan
Production: Taxi Film Production
Director: Jonathan Nyquist
Senior Producer: Mark Bishop
Post Production: Alt VFX
Senior Producer: Celeste Fairlie
Colourist and Flame Artist: Caleb De Leon
Sound: Sounds Like Butter
Sound Designer: Stevie-leigh Batiste
12 Comments
sorry Allan but stating the obvious is not an insight. There is no revelation about human behaviour in ‘people don’t like the nasty surprise of extra delivery fees’. that’s a fact, not an insight.
It’s an entertaining piece of content. Enjoyed it.
Hey angry planner guy,
Please enlighten us on the difference between a fact and an insight.
not the same guy you’re replying to – but an insight is the understanding of consequences around a fact:
Fact = customers don’t like delivery fees
Insight = customers don’t like delivery fees so they spend less $$ on food when there is one
“The campaign is based on the insight that customers don’t like the nasty surprise of extra delivery fees when they order food online” is a pretty pedestrian and obvious statement.
I hope you’re not a strategist…
made me laugh.
Dominos: “We need to tell people there’e no charge for delivery”
Elevencom: “Cool. Pretty simple message. Let’s communicate it in an entertaining way”
… sometimes you don’t need to overthink things.
the starting line for the race to the bottom.
A simple message delivered in an entertaining way, with good production values. It’s called advertising.
Ignore the debate over what is an insight, the actual premise is borderline misleading.
Pick up a ‘simply cheese’ in store = $5
Same order delivered = $15
It doesn’t add a delivery charge on at the end of the online order process, but it does cost three times more to have the same product delivered.
If it quacks like a duck…
Let the adults in marketing talk now. This tactical execution, aims to address declining sales due to Uber Eats et al. Therefore they want to create a campaign that reinforces value. They are doing this through a no ‘delivery charge’ positioning. Pure and simple. This is a retention campaign, and it’s a good one at that. Well done to all involved.
If there is no charge, why are they charging? They should be running away.
Just rang dominos wanted the home delivery pizza for $15 as advertised on tv they told me l need a code to get it what a joke won’t be getting my business again