Is it worth it?
What I thought: Oh my *&^ goodness! What an idea and what a management team to approve this. Bold! I thought, this is a company that was not afraid to listen to how bad their product is in customers perception and this is a company that allowed the creatives to actually get creative. Now, it could really blow up in the face if the "new" isn't as good or is worse. That's the trick, isn't it? But being so bold in the campaign, it tells customers that they must have really spent time to create something new because it is way too risky if it sucks. Now, some will still hate the pizza, but who cares? This campaign just brought the name Dominos back to customer's minds and to the attention of marketing professionals.
What I saw: The campaign website http://www.pizzaturnaround.com/
What I thought: Just the name of the website says it all - Pizza Turnaround. It's "PIZZA" - the industry and the food- not just "Dominos" that is being "turned around".
What I saw: Stephen Colbert's skit on Dominos
What I thought: THIS is the home run for the campaign. Paid or not paid, I don't know, but the skit shows that this marketing campaign has become a PR golden egg.
YES! It's worth it!
