Domino’s, the UK’s favourite pizza company, has today launched the next iteration to its hugely successful sonic ‘DOMIN-OH-HOO-HOO’ campaign series. Back by popular demand, the new playful creative reveals a simply irresistible deal, offering the nation 'irresistible pizza at an irresistible 50% off.’
Created by UK agency of record VCCP London, alongside its production arm, Girl&Bear, and Havas Media Group UK, the new ‘DOMIN-OH-HOO-HOO’ work continues to delight the nation following the success of the first three films which kickstarted a yodelling movement across the UK. The new spot launches during tonight’s episode of Great British Bake Off in a deal secured by Havas Media UK (part of Havas Media Group UK).
The new value campaign from Domino’s comes after new research revealed that 82% of consumers say value for money matters when getting a takeaway, amidst the rising cost-of-living. Domino’s is the UK’s number most loved pizza brand and as the fourth instalment in the brand yodelling series, ‘Castaways’ celebrates the undisputed great taste and quality of the nation’s favourite pizza.
The new 30” hero film called ‘Castaways’ is set to highlight just how much the great taste of Domino’s means to people and was directed by renowned Somesuch’s director, Sam Hibbard, who created all previous spots in the series. The creative opens on a tropical desert island where three castaways are helplessly stranded, as they gaze off into the distance, dreaming of food they’d give anything to et. The first’s mouth waters over the iconic Domino’s Pepperoni Passion pizza, as the second fantasises about delicious melted mozzarella. The third castaway, who appeared in previous campaigns, yodels ‘DOMIN-OH-HOO-HOO’ which in turn summons a Domino’s jet ski delivery driver who comes to the rescue. Relieved and in complete awe, the castaways lift the lid of the box to reveal sizzling, mouth-watering pizzas as one of them grabs a slice creating a perfect cheese pull. As the delivery driver makes his way back to his jet ski the castaways are so enamoured by their delicious Domino’s pizza that they are going to miss their potential escape route off the desert island. Until one shouts shouts ‘Wait… need a push?’ The playful creative draws to a close with the Domino’s campaign strapline “Irresistible pizza at an irresistible 50% off.”
Like the previous chapters,'Castaways’ is an audio first campaign and continues to highlight how Domino’s is the perfect meal to bring joy, happiness and a shared tasting experience to friends and family.
The campaign media strategy planned and developed by Havas Media UK sees Domino’s return to the cinema for the first time since 2019 on 21 October with the launch of Dwayne Johnson’s new DC Comics film, Black Adam. Leveraging the strong sonic nature of the creative, as with previous launches, there will also be radio activity to promote the new deal as well as high-impact OOH creating the crave by heroing the irresistible taste of a Domino’s pizza. Bringing the campaign further to life on social media, the 50% off value campaign will roll out across multiple channels including TikTok, Instagram and Facebook. On TikTok, viewers will be treated to additional ‘Castaways’ content as the three advert characters pass time on the island longing for pizza. Domino’s is also working with influencers Bella Hill, James Foreman, Jack Skipper, Ellie Bindman and Cole. In a media first, all digital media will be supported by tech developed by GumGum and Playground xyz that delivers highly contextualised, attention-optimised targeting.
Harry Dromey, Marketing Director at Domino’s said: “Domino’s original yodel campaign struck a chord with the pizza-eating public. We are evolving the campaign to respond to consumer confidence being on the floor. Getting cash-strapped consumers to part with their money is increasingly difficult, so we need to demonstrate the value we offer through having great service, irresistible pizza, at a compelling 50% off. We hope that message lands in a way that will bring a smile to people’s faces.”
David Masterman, Deputy Executive Creative Director at VCCP added: “We’ve been delighted by how people have taken the Domino’s yodel to heart. Not just pizza lovers, but dogs, cats and parrots have responded in their droves. We thought it was time to try it out in extreme conditions. It turns out that a Domin-Oh-Hoo-Hoo has a range of thousands of miles. Who knew?!’
Charlotte Steel, managing partner at Havas Media UK, said: “Domino’s is the sort of brand you can have a lot of fun with to create media experiences that resonate with consumers. This campaign has been a great opportunity to focus our efforts on channels and formats for lean-in moments. That’s why we’ve brought Cinema back and delivered a media first partnership with GumGum and Playground xyz to drive attention.”
Running until 13th December in the UK, the integrated campaign will roll out across a wide mix of channels including TV, OOH, social, digital and radio.
We’ve been delighted by how people have taken the Domino’s yodel to heart. Not just pizza lovers, but dogs, cats and parrots have responded in their droves. David Masterman, Deputy Executive Creative Director at VCCP
Project for Domino's