The One Show
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Category
Creative Effectiveness / Consumer / Brand
Annual ID
OS23_CE018M
About the Work
Tipping your pizza delivery driver is a practice as old as pizza delivery itself. But in the midst of a nationwide delivery driver shortage, Domino's needed to make a business pivot that would boost carryout orders (which require significantly less labor support than delivery) ultimately relieving pressure on shorthanded stores and current delivery drivers.
So, we looked to a group who already had the skillset to deliver for Domino’s, our very own carryout customers, and tipped them $3 for doing what they already do so well––deliver their own pizza to themselves. We communicated to them, “Now when you pick up Domino’s, you’re no longer just a customer, you’re a delivery driver.”
The campaign turned heads garnering 2.2B earned media impressions, successfully helped increase carryout same-store sales growth by 14.6% during the campaign and helped Domino's become the #1 carryout pizza company in the country.
Additionally, with 17.5 million carryout tips claimed during the campaign, the effort was effective at increasing the rate of digital carryout orders within a group that is traditionally reliant on phone ordering more than any other customer segments.
Finally, Carryout Tips effectively decreased the reorder rate time frame from roughly 30 days to within a window of just seven days, essentially driving two orders from each customer versus the original order only for those who redeemed a carryout tip.
All with a $3 tip.
So, we looked to a group who already had the skillset to deliver for Domino’s, our very own carryout customers, and tipped them $3 for doing what they already do so well––deliver their own pizza to themselves. We communicated to them, “Now when you pick up Domino’s, you’re no longer just a customer, you’re a delivery driver.”
The campaign turned heads garnering 2.2B earned media impressions, successfully helped increase carryout same-store sales growth by 14.6% during the campaign and helped Domino's become the #1 carryout pizza company in the country.
Additionally, with 17.5 million carryout tips claimed during the campaign, the effort was effective at increasing the rate of digital carryout orders within a group that is traditionally reliant on phone ordering more than any other customer segments.
Finally, Carryout Tips effectively decreased the reorder rate time frame from roughly 30 days to within a window of just seven days, essentially driving two orders from each customer versus the original order only for those who redeemed a carryout tip.
All with a $3 tip.
2023 Awards
Total Points: 3
Merit
Credits
Agency
WorkInProgress
Client / Brand
Domino's
Production Company
Caviar
Music / Sound Production Company
Walker
Post Production Company
Artjail
Creative Director
D'Arcy O'Neill
Kelly McCormick
Director
Arno Salters
Director of Photography
Shawn Kim
Editor
Andrew Ratzlaff
Executive Producer
Casey Wooden
Kim Dellara
Michael Sagol
Rachel Noonan
Ryan Curtis
2D Lead
Emily Bloom
Lee Towndrow
Associate Producer
Becca Gmerek
Head of Production
Elizabeth Thuvanti Keating
Music Producer
Danielle Soury
Senior Art Director
Alex Berry
Celeste McKeon
Senior Copywriter
Tom Oubre
Tyler Burton
2D Artist
Christoph Schröer
Dayung Jo
Eric Concepcion
Fred Kim
Giulia Barta
Jeremy Lloyd-Styles
Marcus Wood
Mikey Smith
Nik Jovanovski
3D Lead
John Lee
Assistant Mixer
Ian Connie
Audio Executive Producer
Susie Boyajan
colorist
Tyler Roth
Director of Video Production
Molly Schaaf
Director, Public Relations & Charitable Giving
Jenny Fouracre-Petko
Director_Account & Strategy
Sally Kubancik
Editorial
The Den
Executive Producer/General Manager
John Skeffington
Manager, Advertising & Hispanic Marketing
Maria Johnson
Mograph Designer
Matt Greenwood
Music Executive Producer
Sara Matarazzo
Stephanie Pigott
Owner/VFX Supervisor
Steve Mottershead
Partner & Chief Creative Officer
Matt Talbot
Partner_Account & Strategy
Alex Guerri
Evan Russack
Partner_Production
Stafford Bosak
Partner_Technology
Harold Jones
Social Media & PR Specialist
Danielle Stevens
Sound Designer/Mixer
Matt Miller
Specialist, Advertising & Hispanic Marketing
Gaby Del Cueto Luna
Supervisor_Account & Strategy
Ashley Su
SVP, Chief Brand Officer
Kate Trumbull
VFX & Finishing
Artjail
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