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Domino\u2019s, the UK\u2019s favourite pizza company, has today launched the next iteration to its hugely successful sonic \u2018DOMIN-OH-HOO-HOO\u2019 campaign series. Back by popular demand, the new playful creative reveals a simply irresistible deal, offering the nation <\/span>‘irresistible pizza at an irresistible 50% off.\u2019<\/span><\/i><\/p>\nCreated by UK agency of record <\/span>VCCP London<\/b>, alongside its production arm, <\/span>Girl&Bear,<\/b> and <\/span>Havas Media Group UK<\/b>, the new \u2018DOMIN-OH-HOO-HOO\u2019 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\u2019s episode of Great British Bake Off in a deal secured by <\/span>Havas Media UK<\/b> (part of <\/span>Havas Media Group UK<\/b>).<\/span><\/p>\nThe new value campaign from Domino\u2019s comes after new research revealed that 82% of consumers say value for money matters when getting a takeaway<\/span>, amidst the rising cost-of-living. Domino\u2019s is the UK\u2019s number most loved pizza brand and as the fourth instalment in the brand yodelling series, \u2018Castaways\u2019 celebrates the undisputed great taste and quality of the nation\u2019s favourite pizza.\u00a0<\/span><\/p>\nThe new 30\u201d hero film called<\/span> \u2018Castaways\u2019 <\/span><\/i>is set to highlight just how much the great taste of Domino\u2019s means to people and was directed by renowned Somesuch\u2019s director, <\/span>Sam Hibbard,<\/b> 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\u2019d give anything to et.\u00a0 The first\u2019s mouth waters over the iconic Domino\u2019s Pepperoni Passion<\/span> pizza, as the second fantasises about delicious melted mozzarella. The third castaway, who appeared in previous campaigns, yodels <\/span>\u2018DOMIN-OH-HOO-HOO\u2019 <\/span><\/i>which in turn summons a Domino\u2019s 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\u2019s pizza that they are going to miss their potential escape route off the desert island. Until one shouts shouts <\/span>\u2018Wait\u2026 need a push?\u2019\u00a0 <\/span><\/i>The playful creative draws to a close with the Domino\u2019s campaign strapline <\/span>\u201cIrresistible pizza at an irresistible 50% off.\u201d\u00a0<\/span><\/i><\/p>\nLike the previous chapters,<\/span>‘Castaways\u2019 <\/span><\/i>is an audio first campaign and continues to highlight<\/span> how Domino\u2019s is the perfect meal to bring joy, happiness and a shared tasting experience to friends and family.\u00a0<\/span><\/p> \r\n \r\n \t\t\t <\/div>\r\n \r\n \r\n \t\t
The campaign media strategy planned and developed by <\/span>Havas Media UK<\/b> sees Domino\u2019s return to the cinema for the first time since 2019 on 21 October with the launch of Dwayne Johnson\u2019s 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\u2019s 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<\/span> \u2018Castaways\u2019<\/span><\/i> content as the three advert characters pass time on the island longing for pizza. Domino\u2019s is also working with influencers Bella Hill, James Foreman, Jack Skipper, Ellie Bindman and Cole. <\/span>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.<\/span><\/p>\nHarry Dromey, Marketing Director <\/i><\/b>at <\/span><\/i>Domino\u2019s said<\/i><\/b>: \u201c<\/span><\/i>Domino\u2019s 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\u2019s faces.\u201d<\/span><\/i><\/p>\nDavid Masterman, Deputy Executive Creative Director <\/i><\/b>at <\/span><\/i>VCCP<\/i><\/b> added: \u201c<\/span><\/i>We\u2019ve been delighted by how people have taken the Domino\u2019s 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<\/span><\/i>. It turns out that a Domin-Oh-Hoo-Hoo has a range of thousands of miles. Who knew?!\u2019<\/span><\/i>\u00a0<\/span><\/p>\nCharlotte Steel, managing partner<\/b> at <\/span>Havas Media UK<\/b>, said: <\/span>\u201cDomino\u2019s 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\u2019s why we\u2019ve brought Cinema back and delivered a media first partnership with GumGum and Playground xyz to drive attention.\u201d<\/span><\/i><\/p>\nRunning 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.<\/span><\/p> \t\t<\/div>\r\n \t\t\r\n <\/div>\r\n \r\n <\/div>\r\n<\/section><\/div>\n\n \r\n \r\n\r\n
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\n We\u2019ve been delighted by how people have taken the Domino\u2019s yodel to heart. Not just pizza lovers, but dogs, cats and parrots have responded in their droves. \n David Masterman, Deputy Executive Creative Director at VCCP<\/cite> <\/blockquote>\n\n <\/div>\n <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","class_list":["post-15360","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"10337","hero_video":"","hero_image":{"ID":15383,"id":15383,"title":"Domino's September Castaways 1 (HERO)","filename":"Dominos-September-Castaways-1-HERO-1.jpg","filesize":1449984,"url":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/09\/Dominos-September-Castaways-1-HERO-1.jpg","link":"https:\/\/wordpress-dev.vccp.com\/uk\/work\/dominos\/castaways\/attachment\/dominos-september-castaways-1-hero-2","alt":"","author":"57","description":"","caption":"","name":"dominos-september-castaways-1-hero-2","status":"inherit","uploaded_to":15360,"date":"2022-09-21 09:53:20","modified":"2022-09-21 09:53:20","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/09\/Dominos-September-Castaways-1-HERO-1-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/09\/Dominos-September-Castaways-1-HERO-1-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/09\/Dominos-September-Castaways-1-HERO-1-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/09\/Dominos-September-Castaways-1-HERO-1-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/09\/Dominos-September-Castaways-1-HERO-1-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/09\/Dominos-September-Castaways-1-HERO-1.jpg","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/09\/Dominos-September-Castaways-1-HERO-1-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/09\/Dominos-September-Castaways-1-HERO-1-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/09\/Dominos-September-Castaways-1-HERO-1-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/09\/Dominos-September-Castaways-1-HERO-1-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/09\/Dominos-September-Castaways-1-HERO-1-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/09\/Dominos-September-Castaways-1-HERO-1-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/09\/Dominos-September-Castaways-1-HERO-1-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/09\/Dominos-September-Castaways-1-HERO-1-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/09\/Dominos-September-Castaways-1-HERO-1-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"VCCP London - 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