Agency Insights-article - VCCP

VCCP

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Domino’s, the UK’s most loved pizza delivery company, has today launched its latest video-on-demand campaign for its longstanding sponsorships with Channel 4 and ITVX.

The new TV sponsorship campaign was devised by VCCP London, Domino’s strategic creative agency and puts its famous sonic branding at the heart of the creative for the very first time.

The comic 15” and 5” idents feature different scenes from classic TV and film genres - from wildlife documentaries to crime drama, horror to romance, with each creative mirroring the genre the viewer is about to watch. However, there is a twist as the authentic genres are subverted by the rug-pull of the characters’ real desire...for a Domino's. This is exemplified by the insertion of the Domin-oh-hoo-hoo yodel, now in its third year, and with 93% recognition within the UK.

The films are designed to reach its target audience of 18 to 44-year-olds with the intention of making Domino’s synonymous with night’s in front of the TV.

Domino's has sponsored streaming on Channel 4 since 2019 and the deal includes branded idents around premium content on the platform, digital inventory, research and access to 4Studios Content. It has previously sponsored ITV Hub since 2018 and earlier this year Domino’s renewed and expanded their partnership with ITVX for a new multi-year deal, which includes sponsorship idents, ITVX takeovers, licensing and research. Havas Media UK, Domino’s’ media agency since 2001, worked in partnership with newly launched sister agency, Havas Play, to broker the renewed deal.

Harry Dromey, Director of Marketing at Domino’s UK & Ireland, said: “We want to maximize the return on investment from our Channel 4 and ITVX sponsorships. That requires brilliant creative. I'm delighted with what VCCP has achieved here. Testing has shown us consumers are big fans of the work. This set will help us keep top-of-mind in the competitive, noisy takeaway marketing.”

David Masterman, Deputy Executive Creative Director at VCCP London, added: “Brand idents have a tendency to fall a bit flat. They may be short, but we wanted to apply the love and craft we put into our other comms, we believe they can be every bit as engaging.”

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Adrian Coleman

Founder & Group Executive Chairman

电话: 020 7592 9331

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Charles Vallance

Founder Partner & Chairman

电话: 020 7592 9331

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Michael Sugden

Co-CEO

电话: 020 7592 9331

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Darren Bailes

Global CCO

电话: +44 20 7592 9331

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Stephanie Brimacombe

CEO Europe and Global Chief Growth Officer

电话: +44 7702 523 042

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Julian Douglas

Co-CEO

电话: 020 3037 3088

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Jo Parker

COO of VCCP and CEO of VCCP Business

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Michael Lee

Chief Strategy Officer

电话: 212 886 4100

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Basic Info

成立年份: 2002

员工: 1575

奖项: 84

创意作品: 521

客户: 13

成立年份: 2002

员工: 1575

奖项: 84

创意作品: 521

客户: 13

VCCP

Adrian Coleman

Founder & Group Executive Chairman

电话: 020 7592 9331

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Charles Vallance

Founder Partner & Chairman

电话: 020 7592 9331

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Michael Sugden

Co-CEO

电话: 020 7592 9331

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Darren Bailes

Global CCO

电话: +44 20 7592 9331

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Stephanie Brimacombe

CEO Europe and Global Chief Growth Officer

电话: +44 7702 523 042

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Julian Douglas

Co-CEO

电话: 020 3037 3088

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Jo Parker

COO of VCCP and CEO of VCCP Business

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Michael Lee

Chief Strategy Officer

电话: 212 886 4100

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