Brands at Work

Domino's Annual Rally 2018 / Domino's Pizza UK


After a successful year, Domino’s wanted their Annual Rally to truly celebrate the contribution of their employees. It was the passion of their franchisees, managers and employees that was behind this record-breaking performance. Our task was to make the employees realise Domino’s management gave them full credit for this achievement.
It was the first time Domino’s had employed an agency for the event and they brought in Brands At Work to transform their ideas into action. Our strategy revolved around a central theme – the ‘Secret to Success’ – which revealed to employees that they were all heroes in their own way: the secret ingredients to Domino’s success were their passion, hustle and diversity.
We created a set of animated characters unique to the Domino’s brand: a bunch of pizza-related superheroes! They each correlated to personality traits and were weaved through the entire event. They were so effective, they have been adopted by HR for ongoing use.
Keeping the secret theme running, we filled the event with surprises. The day opened with a Bollywood flash mob and moved on to breakouts in inflatable domes where attendees participated in learning games - including an F1 pizza pit stop. It ended with a dazzling awards evening complete with celebrity host.
The evening featured a live band and DJ performances but we also encouraged delegates to get out of their seats and explore. We created a variety of ‘secret’ areas where they could find a glitter artist, stilt walkers, magicians, a digital caricaturist and other entertainers who interacted and added to the fun, celebratory feel.
Post-event surveys showed that 99% of attendees and 95% of sponsors felt engaged after the Rally, whilst 98% of attendees had an understanding of Domino’s business strategy and how their role will help deliver it.

Website Menu