Domino's Malaysia brings the world of cheese on the road in adventurous campaign

Domino's Pizza has embarked on a grand tour across Malaysia dedicated to the rich and diverse world of cheese.

The campaign saw the pizza brand touring across eight states in Malaysia including Kuala Lumpur, Putrajaya, Pulau Pinang, Ipoh, Negeri Sembilan, Melaka, Johor Bahru and Kuantan to provide free samplings of its pizza with eight types of cheese on one pizza. 

Running for 33 days, the campaign, titled "Domino's kembara world cheese tour hits eight states in Malaysia" was executed through an LED walking billboard and a car which featured a 3D cheese on the car roof. 

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Created in partnership with OOH advertising agency Rodeo, the campaign also utilised propriety tech 'Rodeo Blackbox' which enabled the tracking of impressions in real time, telematic data and population as well as crowd density data, during every activation throughout the journey.

"We are moving towards data-driven campaigns supported by tech. This will make any campaign trackable and more efficient especially during on-ground activities as we can know where the crowd will be to achieve maximum exposure," said Valens Subramaniam, CEO of Rodeo.

The campaign saw motorists excitedly chasing the roving car and responding with thumbs up and beeping car horns as a sign of support. 

At the same time, the public were seen taking selfies with the car and sharing it on social media on top of creating their own videos for TikTok, Facebook and Instagram. 

"We are happy to have partnered with Subramaniam on the recent Domino's world cheese campaign," said Chrissie Robyn, head of communications Domino's Pizza Malaysia, Singapore and Cambodia when MARKETING-INTERACTIVE reached out. 

"We are looking forward to more successful ventures together," added Robyn. 

Meanwhile, earlier in July this year, Domino's Pizza promoted its Pepperoni-roni Pizza through an AI-curated playlist. 

Using AI technology, the brand curated a playlist called the 'Pepperoni-roni Replay' playlist to engage customers in a fun and memorable way and to create something that will make its customers crave the brand's latest flavour.

The playlist features more than 15 different genres across three countries - Singapore, Malaysia and Cambodia. The genres include K-pop, Indie, EDM, Jazz, Metal, Hip-Hop, Folk, R&B, and Pop. The diverse song selection is also available in English, Bahasa and Khmer to appeal to a wider audience.

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