Domino’s Piece of the Pie Rewards

Creative Agency: CP+B
Evp/executive Creative Director: Tony Calcao
Associate Design Director: Scott Pridgen
Vp/executive Creative Director: Matt Talbot
Vp/creative Director: Andrew Lincoln
Creative Directors: D’arcy O’neill, Kelly Mccormick
Sr. Copywriter: Sarah Mosseller
Art Producer: Lindsey Baltimore
Sr. Producer: Tyler Christensen
Illustrator: Roger Xavier
Designers: Laura De La Cruz, Email Cain
Project Type: Produced, Commercial Work
Packaging Content: Pizza
Location: Boulder, Colorado, USA

BRIEF
Conventional brands tend to see loyalty programs as simply a way to bribe customers to keep coming back, with little to no real loyalty involved. They give out points and punch cards that are worth next to nothing and that’s about it. Domino’s doesn’t do conventional, so we were challenged to make a rewards program unique and unlike any other.

SOLUTION & CULTURAL CONTEXT
Domino’s has some of the most loyal fans out there. They deserve more than typical loyalty program points—they deserve a piece of the pie. So Domino’s created a loyalty program that invites their customers to be part of their company, making them actual shareholders. Each month 25 loyalty program members will be given ten shares of Domino’s Stock.

We figured these titans of taste and industry need some accessories to look the part, so we created a custom vintage-banker-inspired briefcase to deliver their shares of stock, as well as a shiny, gold (ish) pizza slicer. The case is crafted with the finest faux-leather paper stock for a premium leather-like feel, gold-foil stamped designs because why not, and also includes buzz words for dinner parties because thanks to Piece of the Pie Rewards, they’ve officially made it to the upper crust.

RESULTS
Since the launch of the Piece of the Pie Rewards program, share prices have had a percent increase of 24%, topping out at $185 as this is entered for consideration. The program was picked up by Time, Yahoo finance, CNN, Fast Co, Bloomberg, Creativity, Money Magazine, AdAge, The Sun Herald, and more.

PRODUCTION RUN
300 boxes for 25 winners each month through 2017