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Domino's Pizza British Airways UK

Domino’s Pizza pokes fun at BA’s ‘look up’ outdoor ads in #Lookdown campaign


By Ishbel Macleod | PR and social media consultant

December 2, 2013 | 1 min read

Domino’s Pizza has unveiled a lighthearted take on British Airways’ #Lookup campaign, inviting consumers to #Lookdown at a pizza delivery man in an outdoor campaign.

Created by Arena in the same vein as the BA version, the Domino’s Pizza #Lookdown ad depicts a boy pointing at a pizza delivery driver, with an accompanying strapline such as ‘Look, it’s a Pepperoni Passion for Simon in Acton’.

Both campaigns use real-time bespoke messaging, with the British Airways campaign showing a child pointing at the sky whenever a British Airways plane flies overhead, displaying the flight number and where the plane is headed.

Nick Dutch, head of digital at Domino’s Pizza, added: “The lookdown campaign was a fantastic chance for Domino’s Pizza to recapture the fun and passion that’s at the core of everything we do. I’m delighted with the results and think people will really respond to the light hearted humour at the heart of this creative idea”.

The campaign location centered on the 'A40 Power Station' near Hanger Lane.

Domino's Pizza British Airways UK

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