Year
2023
Client
Domino Pizaa
Category
Key Visual & TVC
Product Duration
3 Months
Before launching the New York Cheese Steak Pizza, Domino’s Pizza Vietnam followed a “Digital-First & Customer-Centric” strategy, emphasizing technology and convenience. The brand focused on high-quality pizzas, competitive pricing strategies like “Buy 1 Get 1,” and a strong delivery network to enhance customer experience. Their multi-channel marketing leveraged social media, influencer collaborations, and promotional campaigns to reach a young, dynamic audience. By continuously innovating and engaging with customers, Domino’s reinforced its position as a leading pizza brand in Vietnam.
Domino’s Vietnam aimed to shift from a discount-driven growth strategy to building long-term customer loyalty through a unique brand platform. The "Worth for Big Celebration" concept leveraged young consumers' desire for shared joyful moments, aligning with the New York celebration theme. The campaign was executed through an American-style MV, digital activations like viral hashtags and dance challenges, enhancing brand differentiation and engagement.
The design visuals for Domino’s New York Cheese Steak Pizza campaign exude a vibrant and festive energy, blending bold colors, dynamic typography, and engaging imagery to capture the excitement of New York’s culture. The campaign cleverly integrates Broadway-inspired elements, evoking a sense of theatrical indulgence and premium dining experience. The strong call-to-action and celebratory mood—featuring fireworks, neon lights, and playful graphics—enhance the perception of fun, indulgence, and togetherness. By combining American flavors with Vietnamese preferences, the campaign reinforces Domino’s innovative approach to localizing global favorites. The overall design strategy successfully positions the product as a must-try, exciting new offering in the Vietnamese market.
The campaign concept "Worth for Big Celebration" taps into the joy of sharing and turning small happy moments into grand celebrations. By embracing the vibrant and festive spirit of New York, Domino’s Vietnam positioned its pizza as the perfect choice for memorable gatherings. This approach helped differentiate the brand while creating emotional connections with young consumers.
