DOMINO’S PIZZA | YOU GOT 30 MINUTES | 2009
The Gift of 30 Minutes / DOMINO'S PIZZA "YOU GOT 30 MINUTES"
Domino's Pizza used to have a guarantee: free pizza if it didn't arrive within 30 minutes. This campaign brought that idea back to life in a completely different form. Not as a guarantee. As a gift.
The problem
The "30-minute guarantee," which had run since 1973, was dropped in 1993 after a series of delivery driver accidents. Even so, CP+B found through research that 30% of customers still remembered that promise.
The insight
What pizza delivery really delivers isn't pizza, it's time. CMO Ken Calwell reportedly put it this way: they're handing people the gift of time.
The idea
The commercial shows all the things you can do in 30 minutes, time with a partner, hanging out with friends, breaking a sweat to a 30-minute ab workout video. They also created content to help people enjoy the wait, and even redesigned the delivery boxes to look like something from a courier company.
What happened
The ad started airing in local markets on 12/24/2007, then expanded nationally on cable and in prime time starting 12/31. No award history could be confirmed.
Afterthought
I love this shift, from "we'll get it to you fast" to "go ahead and enjoy the wait." The moment you hit order, your 30 minutes begin. What you do with them is up to you. Domino's is just giving you that freedom.
Awards
- Cannes Lions Grand Prix 2009
Featured in
- From 1 Second to 500 Million YearsTen ads lined up by nothing but the length of time they cover
