Domino’s France adopts morse code to promote pizza deals

The Crazy Days are Domino’s Pizza’s most iconic offer in France. On Tuesdays and Thursdays, you can get any medium pizza for just 7.99€.

But on October 17th, via its social networks, Domino’s dropped a bombshell: the offer was over. Cue the heartbreak and floods of tears and angry comments from frustrated pizza lovers...

Only three days later, Domino’s surprised everyone with a new TV ad, revealing that the Crazy Days were…back.

Grinta took the « Crazy » in Crazy Days and ran with it, creating an off-the-wall film directed by Jean-Baptiste Saurel.

In the TVC, Domino’s workers are seen having a passionate conversation in some kind of gibberish, when, suddenly, they’re interrupted by a delivery man crashing through the window on a jet ski...

Morse Attacks

Turns out… that gibberish was actually morse code.

The language of clicks was transformed into syllables, « TI-TAA-TI » as spoken by the actors, or di-dah-di if the codes were spoken in English.

The sequence of morse code translates into a hidden message (in French) that gives military analysts, morse code enthusiasts, or simply hungry pizza fans the opportunity to unlock a very special offer. Following the film’s launch, Domino’s sent out a clue on their social media revealing that the seemingly random syllables were morse, and inviting followers to submit what they had decoded.

Mickaël Krikorian, Executive Creative Director, Grinta: "I’ve always been fascinated by Morse code. My dad knows how to use it, and I’ve always thought of it as a kind of superpower. In fact, he was our official interpreter for the campaign!"

The film will be on air in France for 4 weeks, and more equally off-the-wall films will be released online and on digital platforms.

www.dominos.fr

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