Title	THE MOUTH BOGGLES
Brand	DOMINO'S
Product/Service	DOMINO'S PIZZA
Entrant	IRIS WORLDWIDE London, UNITED KINGDOM
Idea Creation	IRIS WORLDWIDE London, UNITED KINGDOM
Media Placement	ARENA MEDIA London, UNITED KINGDOM
Production	SOMESUCH London, UNITED KINGDOM
Production 2	BIG BUOY London, UNITED KINGDOM
Production 3	GRAND CENTRAL SOUND STUDIOS London, UNITED KINGDOM

Name	Company	Position
Matt Wood and Tom Loveless	iris worldwide	Creative
Andy Taylor	iris worldwide	Executive Creative Director
Venetia Tabor	iris	Group Account Director
Charlotte Coombes	iris worldwide	Senior Account Manager
Nell Forbes-Robertson	iris worldwide	Account Manager
Simon Thurston-Mould	iris worldwide	Community Manager
Hannah Beesely	iris worldwide	Social Director
David Austin	iris worldwide	Senior Planner
Ben Milligan	iris worldwide	Group Planning Director
Alex Coughlin	iris worldwide	Producer

The Campaign

It was clear from the research that Domino’s Pizza is so overwhelmingly tasty, people just couldn’t put it into words. Instead, our fans resorted to using GIFs, memes, emojis and CAPS LOCK. We saw this as an amazing opportunity to connect with pizza fans and all-round Internet natives in an entirely new way, or in fact, their way. Starting online, we took the language of the Internet to TV and Radio, creating executions reflective of the social phenomenon that is face-swapping. Our audience loved it and we fanned the flames for face-swapping fanatics as we created a bespoke Snapchat filter which allowed Domino’s lovers to express their taste-bud-tinglin’ emotions for their pizza. We even launched a GIPHY channel; bursting with a mouth boggling collection of GIFEELINGs, where fans could finally express exactly how Domino’s makes them feel. Mission accomplished - we expressed the inexpressible for Domino’s fans everywhere.

Creative Execution

As a fully integrated campaign, the executions all varied in format but were held together seamlessly by one creative thought – Lost For Words. The campaign launched with a big burst of through-the-line media activity and PR, with further ‘mini-bursts’ activating throughout the 17-week duration, to maintain awareness and drive further buzz. The campaign launched initially with 30” and 10” spots across TV and VOD. This was shortly followed by 15” pre-roll. 20” radio went live a week following launch. 15” Facebook and Twitter videos were promoted in bursts throughout the campaign period. Our GIPHY channel sprung into action two weeks after launch, once the idea had landed, and we leveraged ongoing social promotion during the campaign to sustain traffic to the page.

Domino’s has seen record Total Net Sales for their key spring campaign window, seeing 19.7% YOY growth. Total eCommerce Sales are up 28.7% YOY. Participation: 2.5m GIF views 8.3m reached on Facebook 3.1m video views on Facebook 13% higher engagement rate than other Domino’s posts Lost For Words content was 3.5 times more likely to be shared than regular content 1.3+ million YouTube views to date Brand Advertising Effectiveness (600 people sample): 77% ‘Enjoyed the advert’ compared with 68% and 69% for the most recent Just Eat and McDonalds adverts respectively Boggles performed strongly with under 24year-olds with 88% enjoying the advert. And finally, so loved was the TV ad, it was selected to be spoofed as part of Channel 4’s Comedy Gala.

This campaign disrupted the category norms; it disrupted audiences in their homes, on their desktops and on their phones. ‘Lost For Words’ didn’t just drive sales, reach and engagement; it broke into UK culture. Through better understanding our audience from social research, we were able to create a mouth-boggling idea that seamlessly transcended from broadcast media to Snapchat and GIPHY, as well as more traditional digital channels. The strength of the core idea allowed us to disrupt across different media and for our digital audience to join in by creating their own boggling content.

Our research didn’t just tell us that the taste was indescribable but it showed that the emerging emotional language of the internet was being used to describe Domino’s more than any other brand. We not only found our central idea, but our way of expressing it. One idea, multiple executions, mass disruption. Using the strategic platform ‘lost for words’, we were able to land our taste credentials with pizza-lovers everywhere. In broadcast channels we implemented our core creative with the sole purpose of grabbing attention. We built on this by driving engagement in channels where Social-Snackers (Domino’s’ young, mobile-first, internet-native segment) could have fun with the idea. By giving them tools with which to create and express their boggling feelings, GIPHY and the Snapchat lens took the idea one step further into internet-culture. We came full-circle, from a rich social insight to a whole new batch of ecstatic social interactions.