Domino’s France has launched an exciting new campaign to celebrate its iconic Crazy Days promotion, featuring a unique twist: Morse code. This innovative campaign, created by the independent agency Grinta, stands out as the first-ever to use spoken Morse code in advertising.
The Crazy Days promotion, well-known among pizza lovers in France, offers any medium pizza for just €7.99 on Tuesdays and Thursdays. However, on October 17, Domino’s stirred up a wave of emotions by announcing the end of this beloved offer, prompting disappointment and frustration among fans.
Just three days later, on October 20, the brand surprised everyone with a quirky TV commercial directed by Jean-Baptiste Saurel. In this offbeat film, two Domino’s employees engage in what initially appears to be gibberish. Suddenly, a delivery person bursts through the window on a jet ski, revealing that the Crazy Days are, in fact, back.
As it turns out, the seemingly nonsensical conversation is actually a series of Morse code signals. The dialogue translates into a hidden message that gives customers the opportunity to unlock a special offer. The sounds of Morse code are transformed into syllables—“TI-TAA-TI”—which are voiced by the actors, inviting fans to decode the message. Following the film’s launch, Domino’s has encouraged followers on social media to participate by deciphering the codes.
Mickaël Krikorian, the Executive Creative Director at Grinta, shared his fascination with Morse code, recalling how his father, a proficient Morse user, served as the campaign’s official interpreter. The campaign will run for four weeks on air in France, accompanied by additional unconventional films released on digital platforms.
This playful and creative approach not only highlights the excitement of the Crazy Days promotion but also engages customers in a fun and interactive way, reinforcing Domino’s commitment to delivering joy and innovation.
