Football in a Pizza Box

In the vibrant city of Dhaka, where football fever runs deep in the hearts of people, Domino's Pizza Bangladesh embarked on a remarkable journey to amplify the World Cup experience. The result was the digital-creative campaign "Jombe Khela D-Box-e," which brought together the fandom of football and the taste of pizza in an unforgettable way. At the heart of this campaign was the Domino's Pizza Box, positioned as “The D-Box”. But this wasn't just any other ordinary packaging; it was a canvas for disruptive innovation.

The brand took a giant leap from regular Art Direction to ensure uniqueness and design uniformity to make it more playful. The team took a cue from the wildly popular FIFA games and the ensuing street celebration of Dhaka. Then, they captured the passion, spirit, and love for the game through photography, which became the lifeblood of this campaign. Domino's Pizza Bangladesh showcased how ordinary things can be

The D-Box transformed from a simple pizza box into a football stadium with a simple tap. Through the integration of augmented reality (AR), the box became an AR football field, and fans were no longer just fans; they became the strikers, scoring incredible goals with every flick of their fingers.

The brand further utilized an omnichannel approach to reach football enthusiasts far and wide. The campaign kicked off with captivating OVCs on digital platforms like Facebook, YouTube, and Instagram. Domino's Pizza Bangladesh also extended its branding to its stores and mobile app, presenting the campaign innovation as an incentivized experience every time they ordered a pizza. Beyond the traditional influencer campaign, the team devised a strategic influencer campaign where influencers would create relevant contents in their own style for their own audience base. This strategic influencer syndication amplified the campaign to become a trending topic in Dhaka.

Now, talking about the goals! "Jombe Khela D-Box-e" reached more than 6.5 million people, generating a staggering 6.6 million impressions. The campaign OVCs received 2.5 million views and almost 30 thousand engagements on social media, with excitement levels through the roof. But the true kicker was the astonishing 117% surpass in expected sales. What's even more remarkable is that over 15 thousand participants technically paid to enjoy almost 1 million seconds of advertisements by participating in the AR action.

As the final whistle blew, Domino's Pizza Bangladesh showcased how ordinary things can be elevated to the extraordinary, thanks to the marriage between disruptive creativity and technology.