Dominos launches new Cheese Volcano Pizza campaign

Domino’s Pizza, in partnership with Avenir Brand Connect and Times OOH, has unveiled a pioneering advertising campaign for their Cheese Volcano Pizza. Running from August 5 to August 25, the campaign features a cutting-edge combination of digital and static outdoor advertising at the DND Flyway, one of Delhi’s busiest roads. This innovative approach merges a large-format LED screen with a life-size 3D static representation of the pizza, resulting in what is described as the world’s first “DOOH + 3D Static OOH Immersive Fusion Effect.”

The campaign’s goal was to create an engaging and tangible experience that vividly portrays the Cheese Volcano Pizza. By integrating dynamic digital animations with a physical 3D model, the display made the pizza appear irresistibly real. The LED screen showcased animations of molten cheese flowing from the pizza slice, which moved up and down, dipping into a 3D replica of the cheese-filled volcano. This combination of digital and static elements delivered a visually stunning effect that could not have been achieved with either medium alone.

The campaign leveraged the high-traffic DND Flyway to maximize its impact, reaching an audience of over 300,000 daily commuters. Avenir Brand Connect orchestrated the campaign, capitalizing on the strategic location to create a memorable visual experience. Abhishek Singh, Country Head at Avenir Brand Connect, expressed his excitement about the campaign: “At Avenir Brand Connect, we were excited to take on the challenge of bringing Domino’s Cheese Volcano Pizza to life. The DND Flyway, one of Delhi’s busiest roads and a prime location managed by Times OOH, provided the perfect backdrop for creating maximum impact. By combining a large-format LED screen with life-size 3D static elements, we developed an immersive fusion effect that has never been seen before in OOH advertising. This innovative approach resulted in a visually stunning experience that perfectly captured the mouthwatering essence of Domino’s Pizza. We extend our gratitude to Times OOH for their crucial technical support in integration, as well as to our design and fabrication team for their exceptional work. Special thanks to the client for giving us the opportunity to work on such a challenging and exciting project. At Avenir Brand Connect, we always prioritize our client’s objectives and strive to deliver beyond expectations.”

Domino’s also expressed their satisfaction with the campaign’s success. Chella Pandyan, CMO of Domino’s, commented, “The Cheesy Volcano Pizza is an innovation that personifies our consumer-first approach and celebrates Domino’s connection with cheese. Our task was to bring the innovativeness and indulgence of the product to life through on-ground visibility and activation, and the team has done that well. Kudos to Avenir Brand Connect for delivering a really solid campaign.”

Times OOH’s Business Head, Sumit Chadha, celebrated the campaign’s achievement: “The Firsts are always special and welcome, and being a part of the first-ever DOOH + 3D Static OOH Immersive Fusion Effect is great. The DND Flyway has been identified as the Innovation corridor of the country, and this campaign is yet another testimonial of the fact that innovations are exclusively launched at DND Flyway as it gives reach, eyeballs, and premium assets. We are happy to have Domino’s and Avenir Brand Connect on board with us and look forward to a long-term relationship with them.”

The Domino’s Cheese Volcano Pizza campaign exemplifies how combining advanced technology with creative execution can redefine outdoor advertising, setting a new standard for immersive consumer experiences.