Domino’s - Paving for Pizza

Experience design that literally paved the road for customers

Challenge:

Domino’s built its success over the past 50 years on delivery. It has also earned trust over the last decade by proving itself to be a brand that cares about, listens to and acts in service of its customers. Now it is looking to do the same for carryout.

Solution:

Potholes, cracks and bumps in the road are problems across the U.S., both for cars and the safety of carryout pizza. The Paving for Pizza initiative helps repair roads all over the country to make sure carryout customers get their pizza home in pristine condition.

Result:

Within two months of launch, the project received more than a billion media impressions while customers submitted 137,000 nominations from 15,257 different zip codes in all 50 states.

“CPB gets that it’s no longer enough to just tell an entertaining story in an advertising campaign. They understand to persuade consumers today you need bold, meaningful brand actions that directly address consumer tensions. The Paving for Pizza campaign is a great example of how they execute on this philosophy.” – Art D’Elia, SVP, Chief Brand and Innovation Officer, Domino’s