This campaign is being conducted by Domino's Pizza in collaboration with 10 video rental stores in Sao Paulo and Rio de Janeiro. The campaign targets new DVD discs such as Argo, 007, Dredd, and The Dark Knight.
When the DVD is played, the heat from the DVD player causes the black thermal ink to become transparent, revealing the Domino's Pizza advertisement printed underneath. There is also a scented varnish that reacts to the heat and emits the smell of pizza.
When the user finishes watching the movie and takes the disc out of the DVD player, the smell of pizza spreads through the room from the disc, making the user want to eat pizza. At that moment, they see the picture and phone number of Domino's Pizza on the disc, and the pizza is sold.
The advertising message written on the board is as follows.
I hope you enjoyed the movie. I hope you enjoyed the movie, but you'll enjoy the next one even more if you watch it while eating a hot, delicious Domino's pizza.
In this age of streaming video, the use of rental videos for advertising may seem a bit old-fashioned. However, since the penetration rate of broadband connections is still low in Brazil and there are few companies offering streaming services, advertising through rental DVDs is still effective.
ブラジルドミノ・ピザによるキャンペーン「DOMINO'S PIZZA DISC US」