Goal
People hate potholes. Drivers dislike being surprised by mid-road jolts and hate fixing the all-too-common damage to their vehicles—the American Automobile Association reports that potholes cost U.S. drivers an annual average of $3 billion in repairs. And just think of how all those bumps in the road could ruin mid-transit pizzas!
OK, drivers don’t likely think much about how potholes might ruin their pizzas, but the advertising team at Domino’s Pizza has. Crispin Porter + Bogusky, Domino’s advertising agency of record, suggested that the pizza chain ask customers what roads in their area needed repairs. CP+B pitched that Domino’s would give a grant to the municipality in charge of maintaining that road, then use the repairs as the backbone of an infrastructure-based advertising campaign.
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Hal Conick is a freelance writer for the AMA’s magazines and e-newsletters. He can be reached at halconick@gmail.com or on Twitter at @HalConick.