Every Year, the David Ogilvy Award praises clients for making effective use of research in advertising while also delivering critical business results. Domino's was praised for attempts to alter negative perceptions of its food, based on a frank admission that its quality levels had not always met the highest standards.
Supported by Crispin Porter + Bogusky and Millward Brown, the chain solicited feedback from sources such as focus groups and members of microblogging service Twitter, with ads even showing remarks saying the firm's existing pizzas were "totally void of flavour". "The old days of trying to spin things simply doesn't work anymore," Patrick Doyle, Domino's chief executive, said last year. "Great brands going forward are going to have a level of honesty and transparency that hasn't been seen before."
The campaign:
The Pizza Turnaround in Domino’s Youtube Video
All the winners:
2011 ARF David Ogilvy Awards for Excellence in Advertising Research
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