Pizza delivery chain Domino’s is placing its iconic sonic branding at the heart of its headline ITVX and Channel 4 sponsorships with a series of comedic idents paying homage to classic TV and film genres.
Running across both broadcasters’ video-on-demand platforms, the campaign was designed by Domino’s’ strategic creative agency VCCP and celebrates the pizza chain’s famous sonic brand for the first time.
The series of five and 15-second idents lampoon cliché TV moments from courtroom dramas to rain-soaked romcoms, and take an added unexpected twist when the characters reveal what’s really on their minds: Domino’s.
“We want to maximise the return on investment from our Channel 4 and ITVX sponsorships. That requires brilliant creative,” Domino’s UK and Ireland marketing director, Harry Dromey said.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
“I’m delighted with what VCCP has achieved here. Testing has shown us consumers are big fans of the work. This set will help us keep top-of-mind in the competitive, noisy takeaway marketing.”
According to the brand, the ‘Domin-oh-hoo-hoo’ yodel has 93% recognition rate within the UK market. This latest campaign will aim to make the pizza chain synonymous with a night-in in front of the TV.
VCCP deputy executive creative director, David Masterman added: “Brand idents have a tendency to fall a bit flat. They may be short, but we wanted to apply the love and craft we put into our other comms, we believe they can be every bit as engaging.”
