Agency: Arena BLM
Targeting its core audience of 18-34 year olds, Arena BLM has created a mischievous 30-second pre-roll advert appearing before downloads across entertainment and sports genres on ITV.com and 4oD.
With a saucy voiceover extolling the virtues of new American Hot pizza by Gavin and Stacey star Rob Brydon, the cheeky advert ends with a fade-out of Marvin Gaye’s Let’s Get it On.
Arena BLM business director of television Caroline Binfield says, “This is the first time Domino’s Pizza has worked with video on demand providers and it is the perfect captive environment to reach a core audience of pizza lovers.”
The campaign follows other Domino’s online initiatives including a User Generated Content recycling campaign on MySpace and a virtual Second Life store.
The pre-roll runs until October 5.