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Relevance Of The Campaign To The Brand



The 'Anyware' campaign is relevant to the brand as it;


1) Creates a larger market strategy

Domino’s has opened 1,800 new stores in 10 countries in the past four years. Domino’s is thriving in emerging markets like Brazil and China because it is a relatively inexpensive luxury. The company said it is currently seeing growth in India, Turkey, and Japan.https://www.businessinsider.com.au/dominos-turnaround-strategy-2015-4?utm_content=buffer167bb&utm_medium=social&utm_source=facebook.com&utm_campaign=buffer&r=US&IR=T
they have reinvented their products and the ability of the consumer to change the way they order their food. this focuses on a larger market.

2) It puts the audience first

Dominos has prided them self on their ability to allow customers to use the self service from their apps and then now to their 'Anyware' campaign. This has further allowed the target audience to express themselves through different sorts of devices.one of the major types of communication that dominos has used is the use of the pizza emoji.





3) It Focuses on More Than Just Millennials.

What dominos has been able to capture it is not just targeted at millennials. They saw a clear target market to allow for a younger and older audience which other brands fail to do. The use of humour in their message targets adults who are unable to decipher seemingly cryptic texts from their teenagers that can easily identify emojis used on a every day basis. Dominos has provided a solution with a basic emoji that everyone can relate to, in this sense 'PIZZA'. By finding a common ground between younger and older audiences, they successfully have won both audiences over with humor.



Dominos use of different Mediums 


Dominos goal was to increase awareness of the pizza shop near locations that werent not as aware and created a campaign that would use traditional media like billboards, Direct Mail, badges inside of stores, Radio and Flyers. These traditional advertising methods all had a common theme and that was to drive people to an action. although a disadvantage to this is it does not target all audiences.
The second part of the strategy was to use social platforms to strengthen awareness and engagement in the younger audiences. The elements to this part were fan pages for each location, and allowed more interactive strategies. for example (polls)
The Traditional ads were used as “calls to action” to enter a contest, like a fan page, socially amplify the message by tweeting to friends or visit the site. This type of social platforms allows the consumer to earn a discount. https://hughwaters.wordpress.com/2016/12/18/dominoes-used-traditional-advertising-and-social-mediums-to-drive-engagement-and-sales/





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