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DOMINO’S PIZZA AND KICCA MEDIA

Initial strategic and creative ideas

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+  We work with major sports stars to create videos watched by millions
+  We are in partnership with over 30 leading international sports stars
+  They are passionate about food and promoting healthy eating
+  We create unique, highly shareable videos on food and cooking
+  Our stars share the content on their own social media
+  Partner brands can be tagged on all content
+  Access to the stars' 100m-plus followers 

YOUR BRIEF AND OBJECTIVES


+    Develop creative ideas TO SHOW health and nutritional benefits of pizza
+    Identify and clearly communicate agreed key messages
+    Amplify key messages to reach target audiences

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BACKGROUND

+   Sales up on last year - driven by stronger brand identity than rivals
+   Implemented strategic focus on healthy food 
+   Maintained core promise of getting food out quick and hot 
+   Brand advertising that is engaging. Tools to make it easier to order
+   Recent launch of  new Gourmet pizza - largest menu overhaul in seven years

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KEY MESSAGES

+    Nutritional benefits of pizza
+    Pizza as a healthy option
+    It is an effective re-carber
+    Pizza delivered to football grounds post match
+    Convenience
+    Gourmet toppings

KEY TARGET AUDIENCES

+    Males 16-35

 

 

+    Mums

 

 

+    Families

Maximising Reach:
From Our Stars to Purchasers

THE INFLUENCE OF SPORTS STARS

+   The performance of sports stars is defined by what they eat. Their food is their fuel and their lives are BUILT ON good nutrition, fitness and healthy diets 

“Studies have shown consumers feel that that food products promoted by professional athletes are generally healthier.”

(CBS Interactive Online Survey 2013)

“65% of boys are more likely choose a food product if a male sports star is featured on the packet”

(abc.net.au May 2013)

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THE PROBLEM WE CAN HELP YOU SOLVE

THE STRATEGY

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CREATIVE PROPOSAL

1) Tim De’ath (England Team Chef) and Omar Meziane (Executive Chef for Team GB Rowing) make pizza with selected sports stars

     -   Discuss the health and nutritional benefits of pizza
     
-   Benefits of eating pizza after a match 
     
-   Why re-carbing is important for footballers and other athletes
     
-   A range of healthy pizzas made by the sports chefs, nutritionists and stars

2) Over the next weeks and months our sports stars are filmed talking about why they eat pizza after a match, competition or training session

     -   Filmed post match or post-training
     
-   Self-filmed on mobile phone
     
-   Why pizza is the re-carbing food of choice

We are able to develop a range of other creative opportunities to support these core ideas:

     -   Stars spinning pizza bases with Domino’s Head Chef & England Team Chef Tim De’ath
     
-   Stars create their own pizzas, adding their favourite toppings and ingredients
     
-   Fans can vote on the best pizza/favourite topping
     
-   We film our stars eating their pizza in slo-mo….with commentary and action replays
     
-   We send finished pizzas by drone to training grounds for team-mates to enjoy

We offer unparalleled access to a wide range of influential sports stars 

We can work with your existing agency partners to develop these ideas into executions and activations. We can co-produce content as appropriate

We offer ownership of the content, “Sponsored by Dominos” branding beginning and end of each post with call to action included 

Guaranteed 1m views per video

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ACTIVATION 

+   A video content series
+   Both scripted and unscripted spontaneous filming
+   Includes branding and key messages 
+   Content edited and optimized for key social channels
+   Our stars share their content on their social channels
+   Dominos can post the content to your digital channels
+   Reach increased by our network of food influencers
+   Extended globally by KICCA Media syndication.