Happiness of Festivity in a Box

Box e Chorai Utshober Khushi was an integrated campaign of Domino’s Pizza Bangladesh; conceptualized, designed and executed by the integrated agency - Jarvis. This award winning Ramadan campaign has set an example of omnichannel experiential marketing with an innovative Pizza Box.

The AR powered pizza box was designed to portray the native and authentic celebration of Ramadan in Dhaka through artwork, where all the stories were illustrated around a QR code. One could switch on the AR simply by scanning the QR code and the box came alive instantly. With glowing lights and celebrations, people also unveiled a hidden gem: a secret coupon code to be shared with their loved ones. Every time someone redeemed the coupon code, a portion of the money was donated by Domino’s to feed one underprivileged child through a BOGO offer (Buy One, Give One).

With three contextual AR filters throughout the campaign, it was promoted with an OVC, social media ads, influencers and PR syndication. The campaign got further traction through digital media ads and in-store banners in Domino’s Pizza outlets in Dhaka.

Powered by people’s engagement, Domino’s Pizza distributed 14,000 meals to underprivileged children nationwide and earned PR worth 1 million taka. The campaign surpassed the targeted sales by 107% during Ramadan and 118% during Eid season. With the social-innovative campaign Jarvis ensured a clutter breaking presence of Domino’s Pizza in the traditional discount-heavy Ramadan-Eid season. The campaign further set a benchmark in the new-wave of creative-digital advertising in Bangladesh.