1. THE PIZZA MONSTER: DOMINO’S PIZZA AD CAMPAIGN
BY SOS STUDIOS
The “Pizza Monster”isan Adcampaigndesignedtoengage the Kenyanconsumerinto
Domino’sPizzaasa brand and getKenyans tobecome a part of the Dominopizzaexperience .The brand
campaignisto start duringthe holidayperiodandwillseektotargetfamilies;teensandthe working
classall of whomare drivingKenya’seconomyandare the demographicwiththe culture of eatingout
and havinga funexperience .The Adcampaignwill seektoencompassall theseaspectsatthe same time
encourage Kenyanstoengage withthe brand .
The introductionof the “pizza monster”whoisa symbolismof eatingpizzaand onenesswiththe brand
colourthroughhisblue skin.He is the instigatorof the pizzaeatingcampaignandthe leaderof the
“pizzaeatingarmy”whoare the Kenyanconsumerandthe people whothe brandcampaignwill engage
.The aim of the campaignis to build“Domino’spizza”as the bestplace forpizzain Kenyainthe seaof
competitors ;while effectivelyconnectingthe brandtothe consumer ;increasingfoottrafficonthe
groundto it’soutletsandbuildingloyal consumerswhoassociate with Domino’s longaftertheir
purchase .

2. The campaignwill be firsta 2d campaigncarried intraditional mediaasprintanddigital mediaon
mobile phones;webandsocial mediacampaigns.Thiswill be done byencouraging people toshare their
photosof themeatingpizza or captioningtheirfavourite domino’spizza while postingthemon
domino’ssocial siteswhere winerswillbe chosen. Anaccompanyingrandomcampaignwill be carried
wherebywe will engage consumersina treasure huntfor a picture of the pizzamonsterinthe cityand
the winnercouldstanda chance to wina cash prize( nopunintendedbutKenyansare motivatedby
money) anda domino’spizzacoupon.Thiscampaignwill be carriedoutonradiothroughstationssuch
as classic..nationfm..homeboyzandkiss fmastheyholdthe ear to the demographicthe brandis
targetingwhichisthe growingmiddle classandthose withdisposableincome. All of these campaigns
will encourage customerengagement;participation;interactivity andboostconsumerloyaltywith
domino’spizza.
A thirdcampaignwill be developed whichwill be ane-mail andsocial mediacampaignwhichwill be
sendinge-mailsof the domino’smenutoKenyanconsumersonyahoomail ;google mail andfacebook
.The e-mail marketingwill be usedtokeepcommunication constantandconsistentlywiththe consumer
to remaininthe mindsof our target market.
SOS Studioshasdevelopedthiscampaigntoshowcase it’sproductoffering;toraise the bar on the
experience of Domino’spizzaandprove thatwe are the best in buildingthe experience thatthe client
will wanttoachieve intermsof achievingprofitabilitywhileconnectingthe peopletothe brand.