Domino's fires up 360 campaign to bring back Ssamjeang range

Domino's Pizza Malaysia is celebrating the return of its Ssamjeang range after two years with a 360° campaign done in collaboration with FCB SHOUT. The campaign echoes the emotions of the limited-time range’s fans in the most Korean way possible – a dramatic, teary welcome that’s usually reserved for the reunion of long-lost lovers in K-dramas – while amping up on the offerings’ unique Korean-inspired spiciness that Malaysians love and miss.

Aptly named “There’s Ssam Heat You Just Can’t Beat”, the campaign gives the stage and spotlight to the range’s limited-time offerings and their adored spicy taste profiles, which include fan-favourites such as Ayam-Haseyo, as well as new and improved ones, such as Ssamjeang Beef Bulgogi Pizza.

Officially launching on 4 July, works from the campaign can be seen across all media channels, including ATL, BTL and social media as well as in every Domino’s Pizza Malaysia’s outlet. The product film is out now whilst the campaign film will be aired on 4 July.

According to Linda Hassan, group CMO of Domino's Pizza Malaysia, Singapore and Cambodia, bringing back Ssamjeang marks more than just the return of an iconic range but also reinforces the brand's "It's All About You" ethos.

"Domino’s Pizza Malaysia has always been about providing consumers with the best possible experience and that means doing nothing but our very best to give them what they truly desire at all times – which in this case, is the return of Ssamjeang," she explained.

According to Linda, the teams at Domino's and FCB SHOUT have poured plenty of heart and soul into the communication strategy and plans to bring the campaign to life. "The collaborative effort has resulted in some really wonderful works that would get all Domino’s Ssamjeang fans excited about its return," she said.

Meanwhile, FCB SHOUT's associate creative director, Jonathan CHan, explained that Domino's Ssamjeang has a special place in the hearts of Malaysians. Hence, the team wanted to ensure that the campagn does the iconic range justice in celebrating the long-awaited return.

"Every piece of work in the campaign – from the films to the visuals – is crafted to evoke the longing and anticipation that consumers have for Domino’s Ssamjeang, through a visually stunning showcase of all the delicious and spicy Korean-inspired elements that made them fall in love with the range in the first place," he said.

FCB SHOUT was appointed to handle creative duties earlier this year after several chemistry sessions and a subsequent creative proposal made by the agency in the fourth quarter of 2021. This is a long-term retainer appointment and it is understood that no pitch was called. Linda credited the agency's reputation as brand builders as one of the key factors in the selection.

"We have had FCB on our radar for some time now. The work that they've done in taking challenger brands to the next level in Malaysia is well documented, so we were already confident of their capabilities," she said previously.

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