Havas Malaysia has creatively reimagined Domino’s iconic logo to celebrate the launch of their new limited-edition Pepperoni-Roni pizza, which boasts 150% more pepperoni than a regular pepperoni pizza. The campaign, aptly named ‘pepperoni-fication,’ features the replacement of the three white dots on Domino’s tile logo with pepperoni slices.
The modified logo made its first appearance on the signage of Domino’s store in Subang Jaya, with plans for it to be displayed in other outlets as well. Passers-by who notice the pepperoni slices on the logo can take a picture and show it to a Domino’s staff member to receive a 50% discount on the limited-edition pizza.
The ‘pepperoni-fication’ extends to social media, with Domino’s transforming the Highlights section on their Instagram page into a series of pepperoni slices. Fans who scroll to the end of the highlights will be rewarded with a special offer, reinforcing the playful and engaging nature of the campaign.
To further engage fans, Domino’s introduced an Instagram game that challenges users to demonstrate their love for pepperoni. By messaging Domino’s with the Pepperoni Pizza emoji and tapping on it, users can access a hidden paddle game. Scoring 15 points in the game earns a free pizza, while scoring over 50 points wins a year’s worth of pizzas.
This inventive campaign by Havas Malaysia not only highlights the new Pepperoni-Roni pizza but also encourages customer interaction and engagement both in-store and online, adding an exciting twist to Domino’s marketing efforts.