Oh, didn’t you hear? Looking up is so last week, guys. Instead, Dominos is urging customers to #Lookdown in its new promotion, which offers a tongue-in-cheek take on BA’s recent ‘magic of flying’ campaign.
BA’s much celebrated campaign attempts to instill the fun back into flying by using interactive digital billboards to depict children pointing at planes flying overhead, and the pizza giant’s #Lookdown idea works along much the same lines.
Using the same type of screens to depict a schoolboy pointing at a pizza delivery driver as well as real-time personalised messaging, the Dominos ad is accompanied by a strapline such as ‘Look, it’s a Pepperoni Passion for Simon in Acton’.
Nick Dutch, head of digital at Domino’s Pizza, explained: “The lookdown campaign was a fantastic chance for Domino’s Pizza to recapture the fun and passion that’s at the core of everything we do. I’m delighted with the results and think people will really respond to the light hearted humour at the heart of this creative idea”.