Create a campaign that will reassert Domino s ownership of Tuesdays in the pizza takeaway category.

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1 JANUARY 2014 YCN DESIGN BRIEFS The 1314 BRIEFS Here are some of the current Live Creative Briefs THESE, AND OTHERS, CAN BE FOUND ON THE YCN WEBSITE CLICK HERE NOTE: To access the YCN Student Awards briefs you now need to join YCN. It's quick and free to do so. Bear Bring the alphabet to life on the back of our cereal packs. We want you to bring the alphabet to life on the back of our Alphabites boxes. We hope this will appeal to graphic designers and illustrators. MORE INFORMATION Pages 2-4 Domino s Pizza Create a campaign that will reassert Domino s ownership of Tuesdays in the pizza takeaway category. In 2009 Domino s Pizza launched Two For Tuesday buy one pizza get one free every Tuesday. The launch proved a major success, doubling average sales on a Tuesday. In July 2010 Pizza Hut launched Two sday Tuesdays, and in August 2010 Papa Johns also launched Two For Tuesday. Therefore Two For Tuesday is no longer able to differentiate Domino s from our competitors, and as such Tuesday ownership has been relinquished. We would like to reinvigorate and recharge the Two For Tuesday offer. MORE INFORMATION Pages 5-6

2 BEAR Background Ever since we launched BEAR, we ve wanted to make cereal. We felt that nature might have a better alternative to the sugary, salty cereals that were out there already, and so went foraging. Our new BEAR Alphabites are made from six natural ingredients with no refined sugar or salt, and most importantly they taste grrreat. When we were designing our cereal, we decided that we wanted to create a product that wasn t just healthy (ticking the boxes for Mums), but also really fun (ticking the box for kids). So we created our cereal letters because we hoped that it would bring a bit of fun to the breakfast table. Letters also did a very nice job of helping kids to learn without them realising that they were doing so, which is something that underpins everything we do. We wanted to approach this in a fun, not scholarly way, as we ve always found kids learn best when they are finding out something, which doesn t feel like they re learning. In June we launched cereal with eight back of packs that each took a letter theme- e.g. S is for space, I is for Insects, E is for Egypt, and so on - the idea being that each pack would transport kids off into a wonderful new world, jam packed full of facts. With each pack we wanted to bring the letter theme to life, to teach kids something new, and to provide content that would last a good few breakfast sittings. Cereal back of packs on the whole are (dare we say it) a little bit lazy - games that take 2 minutes to complete, or back of packs that speak to parents not kids - and we wanted to give kids a little bit more than that. The packs have gone down really well with consumers, and we get feedback from parents saying that the kids are reading them religiously and repeatedly. As we get ready to do our next packaging refresh, we feel that we could make the alphabet theme become more focal. Each letter needs to be the hero on the pack. How could you help us make it become a clearer, stronger idea where kids cant wait to find the next letter in the alphabet? We want them to feel excited about finding all 26, and the icing on the cake would be to think of a reason to want to collect them all, something which replaces the need to put toys or other trinkets in the box. The Creative Challenge We want you to bring the alphabet to life on the back of our Alphabites boxes (see next page). We hope this will appeal to graphic designers and illustrators, but how you approach this is up to you. You might continue the idea of celebrating and editorialising one letter per box or you might have ideas that bring in one or more letters at a time. What will the back of your box/boxes look like? How will the content inspire and engage kids? How will you build excitement among kids, and anticipation for future boxes. Will boxes look the same stylistically or will you propose variation from one box to the next? You might want to focus on helping us do what we re already doing better, or taking a step back and looking at the Alphabet creatively from a different viewpoint. Creative Requirements Currently there are eight pack backs (see 'EGYPT' example next page). We d like you to produce new back of pack designs. You can produce as many designs as you see fit to demonstrate your thinking. What a great result would look like It d be really bold, brave, gruff, simple and fun. It would be iconic. It would really make the alphabet letter the hero on pack. It would be really educational or crafty in a non-scholarly way and fun for kids, helping them to learn without realising that they were doing so. It won t talk down to kids and ideally would thrill and entertain adults too. It would be enjoyed more for more than one breakfast sitting - kids spend a lot of time reading the back of boxes over the course of a week, how can we keep them entertained? It would mark us out as being a brand that really loves its consumers.

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5 DOMINO'S PIZZAS Background Domino s Pizza is an iconic US brand that launched in the UK in Known for delivering tasty, fresh, handmade pizzas at great value wherever, whenever, and however you want it. Domino s UK has grown into the number one pizza delivery brand in the UK, with over 750 stores. In 2009 Domino s Pizza launched Two For Tuesday buy one pizza get one free every Tuesday. The launch proved a major success, doubling average sales on a Tuesday. In July 2010 Pizza Hut launched Two sday Tuesdays, and in August 2010 Papa Johns also launched Two For Tuesday. The Creative Challenge Two For Tuesday is no longer able to differentiate Domino s from our competitors, and as such Tuesday ownership has been relinquished. We would like to reinvigorate and recharge the Two For Tuesday offer, not reinvent it. The creative challenge is to develop an attention grabbing campaign that achieves this. Considerations Increasing Tuesday penetration is key to any proposal. Excluding the offer and the day, nothing else is sacred - including the name. Your response must reflect the Domino s tone of voice - cheeky, surprising, honest and reliable. Consider how would you re-launch Two For Tuesday back into the bellies of pizza eaters across the UK. Also, how would you amplify this locally? What s the best name for the promotion and your campaign? Is there a great idea for a deal mechanic? Are there seasonal opportunities that can be exploited, such as Pancake Day or other iconic times? Target Audience year olds of both sexes, many of whom will be students. Media You are free to bring your campaign to life using any specific medium, or combination of media, that you think will best connect with the target audience in the times and places that they will be most receptive to it. Feel free to explore digital, press and outdoor, experiential ideas or any other formats, contexts and media that you think will grab the attention of the right audience. Mandatories You must use the Domino s logo Adhere to Brand Guidelines Mechanic requires Two Pizzas (you must not change this part of the mechanic)

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