The campaign created through the joint efforts of Eeksaurus and Contract advertising, blends together life stories of friends, spouses and siblings with live action and stop motion animationto detail the process of online delivery.
The concept of ‘OLO’ or ‘Online Order’ created by Contract is a perfect blend into Dominos long standing slogan of ‘Yeh Hai Rishton ka Time’, encouraging people of all age groups to bond over food. Placing an order over the Dominos online platform not only adds to the promise of ‘30 minutes or free’ but also helps the consumer to further experience the creating of their favourite product through a step-by-step process.
Speaking on the creation of the campaign, Suresh Eriyat, Founder & Director at Eeksaurus says, “When Contract came to us with this script, they told us that they would like to add detail to the whole process of OLO. In the current market online delivery is commonly highlighted through underlining the website at the end of the shot, hence we choose to blend in with the story line to end with a lip smacking finish. ”
Sharing his thoughts on his experience Harneet Singh Rajpal, Vice President, Marketing from Dominos says, “Dominos was the first fast food service to launch an e-commerce platform in India. Launched three years back, 20% of our delivery revenue comes from our online service. With the rise of internet usage in India, consumers are getting savvier with online delivery.”
Mayur Hola, Executive Creative Director from Contract Advertising further adds, “Dominos is the first QSR brand to build upon the concept of online delivery hence, we wanted to showcase its uniqueness. We created ‘OLO’ to stand for online delivery so as to make it fit into the common parlance terms as well as add an aspect of social currency. Whereas online delivery is usually conceived to be missing the personal touch, through this campaign we have tried to maintain the balance between the emotional and functional aspect of the brand.”
Eeksaurus further aims to create new and engaging campaigns further challenging itself to not only connect more to the consumer but also give brands the creative twist that they are on the constant look out for.