Domino's set to use new YouTube service to highlight lunchtime sales drive
Domino’s Pizza has begun a new multi-media advertising campaign as it aims to move into the lunchtime market, while it is also set to launch an advertising takeover on YouTube.
The pizza delivery brand’s new TV, radio and digital campaign, created by Big Communications, is aiming to strengthen its foothold within the 18-34 demographic, and also drive lunchtime sales.
The creative idea from Craig Buzzel and Richard Davis was brought to life by director Graham Rose.
Simon Wallis, sales & marketing director at Domino’s, explained: “We wanted this launch to make the audience reassess their opinion of Domino’s. Creatively and strategically, Big Communications has once again risen to the challenge.”
Meanwhile, as part of its plans to gain a greater foothold of the lunchtime market, the brand will begin an advertising takeover of YouTube over the forthcoming weekend to mark the launch of its lunch campaign.
The takeover will see Domino’s become the first brand in Europe to use YouTube’s new Quick Launch template which enables companies to cost effectively develop and ad from their existing images, videos and links, which will then run directly on the YouTube masthead.
The advertisement on the website masthead will include a 20 second lunch video, as well as an image gallery of the new menu and a Google Maps search listing to enable users to locate their nearest Domino’s store. A direct link to Domino’s Facebook page will also appear on YouTube to help generate click throughs and more fans.
The YouTube takeover will be running in the lead-up to lunchtime on Friday and appear on the website until 3pm.
Simon Wallis, explained that the brand wanted to do something bold and a bit different to help promote its new lunch menu
“What better way to announce that Domino’s is not just for dinner than with our own lunchtime video on the world’s most popular video site. We hope this will liven up the lunchtimes of UK YouTube users and encourage them to get their teeth into our great new menu,” Wallis continued.
Domino’s YouTube takeover has been arranged by Arena Quantum, the digital arm of media buying and planning agency Arena Media.