There’s no such thing as a free lunch. But there is such a thing as a free pizza when you order from Domino’s online.
We don’t bestow trophies upon advertising makers (although I hear there’s a lot of money in it), but we do point out when they do something notable. An “Emergency Pizza” from Domino’s is notable because of how well it addresses customers’ needs. People love free, so there’s that, but the way this offer is constructed makes it so it’s not just another free pizza, rather, it’s a fast and free solution to a future meal problem.
The TV spots to support Domino’s online ordering call-to-action are whimsical. I like how the delivery person appears from the wall and in the other spot from a tree. It’s a nice touch and a reminder of great tableside service in fine-dining restaurants where the server magically appears exactly when needed and just as easily fades out of the scene as everyone’s needs are efficiently and pleasantly met.
In Domino’s case, their customers’ needs are addressed by anticipating a future pizza emergency. When things go wrong, the brand promises, “You’ll have a free pizza when you need it most.” Smart! This gives people a free pizza, but it also instills confidence. Domino’s is like a friend that has your back. A friend who buys you pizza right when you need it most.