Domino’s enter the burger business with OOH campaign by Wavemaker

There’s a new Burger Joint in town, and they’re delivering Hot & Fresh pizzas.

To launch its latest innovation in the New Zealand market – Burger Pizza – Domino’s has tapped into Wavemaker’s data and tech driven capabilities to develop an innovative, targeted, high-impact campaign.

Domino’s has made full use of Wavemaker’s data and technology tools, in collaboration with MediaWorks’ strong inventory and programmatic capabilities to deliver a comprehensive programmatic out-of-home campaign that utilises strong targeting parameters to reach consumers in geo-specific locations.

Last week teaser billboards started popping up around Auckland, leaving Kiwis wondering what new burger invention Domino’s was adding to its menu. Their questions have finally been answered, with the Domino’s Burger Joint Range revealed earlier this week.  

Parker Lyons, Wavemaker Account Manager, says it has it has been exciting campaign to work across – both from a product and media point of view.

“It is fantastic to work alongside the Domino’s team to launch their latest pizzas (or should we say burgers!) to New Zealand customers. Domino’s is as committed to media and advertising innovation as it is to pizza and delivery innovation and we have been able to maximise the capabilities of programmatic out-of-home to ensure Domino’s high-impact ads are reaching the right audience, in the right place, at the right time,” says Lyons.

MediaWorks has been a key partner for both client and agency.

Domino’s ANZ Chief Marketing Officer Adam Ballesty says the company was proud to be taking a ‘bite’ out of the burger business by delivering an authentic Burger Joint experience direct to customers’ homes.

“We have taken almost 20 years of experience as New Zealand’s food delivery experts and developed a burger specifically for the delivery generation. No more soggy bread rolls and limp lettuce. Domino’s is bringing home the burger – on a pizza!

“And now with the help of Wavemaker and MediaWorks, Kiwis know this is not just a burger made on a pizza – this is a burger made to be delivered.”

The campaign will also be live across TV and BVOD networks.

Domino’s Burger Joint range is now available nationwide at all Domino’s stores.

Credits

Client: Domino’s
Chief Marketing Officer ANZ: Adam Ballesty
Brand Manager NZ: Mike Exworthy
Senior Brand Manager AU/NZ: Teneille Rudd
NZ Communications Manager: Amanda Harper

Media Agency: Wavemaker
Associate Business Director: Shannon Fernandes
Account Manager: Parker Lyons
Investment Manager: Jordan Heikell
Account Executive: Bridie O’Sullivan

Out-of-home Supplier: MediaWorks
Account Manager: Lucy Byrne

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