Dominos, one of India’s fastest growing fast food service restaurants, has launched its first televised ad campaign for its online order platform. The campaign created through the joint efforts of Eeksaurus and Contract advertising, looks to blend together life stories of friends, spouses and siblings with live action and stop motion animation to detail the process of online delivery.
Speaking on the creation of the campaign, Eeksaurus founder and director Suresh Eriyat says: “When Contract came to us with this script, they told us that they would like to add detail to the whole process of OLO. In the current market online delivery is commonly highlighted through underlining the website at the end of the shot, hence we choose to blend in with the story line to end with a lip smacking finish. With Dominos already being a beautiful product, live action helped us to accentuate its ‘yumminess’ that appeals to people across different age groups.”
“Dominos is the first QSR brand to build upon the concept of online delivery hence; we wanted to showcase its uniqueness. We created ‘OLO’ to stand for online delivery so as to make it fit into the common parlance terms as well as add an aspect of social currency. Whereas online delivery is usually conceived to be missing the personal touch, through this campaign we have tried to maintain the balance between the emotional and functional aspect of the brand. We wanted to showcase that every relationship signifies a different type of OLO, hence you will get to see a ‘Married wala OLO’ or a ‘Fukreywala OLO’,” Contract Advertising ECD Mayur Hola further adds.
Highlighting the brief, Contract Advertising sr. VP Pooja Malhotra says: “Through the brief given to us, we wanted to assimilate life stories of friends and family so as to create an emotional connect around the brand along with showcasing the functional ease & convenience of ordering online. The concept of combining animation and live action in the films has been a unique effort towards this endeavour and one of its first kinds in the category. Dominos has always been about celebrating relationships and hence aspects of personal relationships are portrayed through this campaign.”
The concept of ‘OLO’ or ‘Online Order’ created by Contract looks to perfectly blend with Dominos’ long standing slogan of ‘Yeh Hai Rishton ka Time’, encouraging people of all age groups to bond over food. Placing an order over the Dominos online platform not only adds to the promise of ‘30 minutes or free’ but also helps the consumer to further experience the creating of their favourite product through a step-by-step process.
“Dominos was the first fast food service to launch an ecommerce platform in India. Launched three years back, 20% of our delivery revenue comes from our online service. With the rise of internet usage in India, consumers are getting savvier with online delivery. Furthermore, the use of smartphones has made online delivery more accessible and time saving. After active digital advertising for online platform, we next wanted to explore traditional forms of media as well to take the Online Ordering service to masses. Eeksaurus has helped us share a fresh perspective on online delivery through detailing the process,” says Dominos VP – marketing Harneet Singh Rajpal, sharing his thoughts on his experience.
Eeksaurus aims to create new and engaging campaigns further challenging it to not only connect more to the consumer but also give brands the creative twist that it is on the constant look out for.