Ad of the Week: Domino's Pizza listens to consumers

Ad of the Week: Domino’s Pizza listens to consumers

Welcome to advertising in the consumer conversation age. This ad isn't Ad of the Week because it's stellar creative. It's featured because of what it represents in this new digital world where consumers have a say in your brand's story. I saw the :30 TV spot, titled The Pizza Turnaround, over the weekend and immediately said to myself, "you wouldn't have seen an ad like that a few years ago."

These days, brands have to pay attention to what consumers are saying online, in chats, in comment boards, on social networks, in blogs and so on and so on. And you need to be able to add to the conversation and adapt to whatever feedback you're getting. Domino's has long had a reputation as a "cheap, fast" pizza. We've all heard someone say bad things about their pizza. Well, Domino's did too. And they did something about it. They changed their product and then they put all the bad feedback right out there for everyone to see. You might think that's a bold move for a brand. It is in the old way of thinking. But, as we've already noted, the criticism's not something we didn't already know about.

Posted below is the long web format version. It opens up by showing comments on a computer screen from consumers that read things like "mass produced, boring, bland pizza," "wet and flavorless" and "microwave pizza is far superior." Bravo to Domino's for listening, participating, doing something about it and being transparent in the process. To take their brand to the next level, they really didn't have any other choice. But, that still doesn't make it an easy thing to do. Check it out for yourself below or visit their website dedicated to the process www.pizzaturnaround.com