Domino’s has taken its latest campaign off the screen and onto Sydney’s streets, handing out its supersized New Yorker pizzas from a bright yellow New York-style taxi to beach and citygoers across the city.
The street activation is the next stage of the pizza giant’s new ‘Drop Everything, It’s Domino’s’ brand platform, which launched nationally last week with a TVC centred on the brand’s 16-inch New Yorker range.
The custom yellow cab, decked out as a Domino’s “New Yorker delivery vehicle”, travelled through some of Sydney’s most recognisable spots, including Bondi, delivering slices of the range directly to the public.
The activation is designed to extend the campaign beyond traditional advertising, with Domino’s taking the New York-inspired creative from TV and digital into the streets before another physical activation later this week.
And it doesn’t end here.
On Thursday, 24 September, Domino’s will host a free New York-inspired Block Party at Room 22 in Potts Point, bringing together pizza, music and street culture in another push to put the New Yorker range into Sydney’s culture.
The event will feature DJs, New York-inspired photo moments, sneaker drops and giveaways, alongside 16-inch New Yorker pizzas and Coca-Cola, following the announcement of Coca-Cola as Domino’s official drinks partner.
The campaign’s first phase launched last week with a new TVC starring a pizza-obsessed New York firefighter, who races home from an apparent emergency only to discover the real priority is a box of Domino’s New Yorker pizza.
The creative brings the brand’s ‘Behold the Fold’ platform to life, centred on the ritual of picking up and folding a New York-style pizza slice.
The New Yorker is Domino’s biggest pizza, made with fresh, hand-stretched dough and featuring five New York-inspired varieties: The Big Cheese, Pepperoni Boss, Hot Honey Pepperoni Boss, Little Italy and Bacon Kingpin.
Domino’s Australia & New Zealand Head of Brand and Campaigns, Teneille Papp, said the campaign was deliberately being taken beyond advertising to create a larger cultural moment around the product.
“With the New Yorker, we wanted to create the kind of food creative that’s so visceral it makes you want to lick the screen. Those giant, foldable slices are the hero, and ‘Behold the Fold’ gives us a simple, unmistakably New York way to bring that to life,” Papp said.
“But we’re taking that idea well beyond the screen – from a New York cab on the streets of Sydney to a New York-inspired Block Party. It’s about making the New Yorker feel as big in culture as it is in the box.”
The rollout sees Domino’s space the campaign across multiple touchpoints, moving from the initial TVC into a street-level activation and then a public event, giving consumers multiple opportunities to interact with the campaign across Sydney.
Campaign credits:
Client: Domino’s
Agency: Bureau of Everything
Production: Good Oil & Tasty Pictures
Media: Wavemaker
PR and Activations: SPEAK Communications
NYC Cab Production: XO Media Group
