Domino’s x JCDecaux - Campaign Effectiveness Case Study

In August 2023, Domino’s set JCDecaux Australia a challenge: prove Out of Home can strengthen brand perceptions AND increase sales.

The campaign was run multi-channel across TV, BVOD, digital and social in Brisbane and Sydney, with an Out of Home layer running in Brisbane only across JCDecaux’s entire portfolio (Digital Large Format, ClassicFrame, SmartFrame and Transit, allowing Domino’s the ability to measure the impact driven by Out of Home.

Domino’s brief was…

Relative to QSR competitors, Domino’s currently trails on perceptions of quality, service, taste and range. The MORE campaign was tasked with

building associations with quality and generosity: “ Domino’s gives me more, because I deserve it’.

The success of the campaign would be measured by strengthened brand perceptions and increased sales, and those results can be found here