David Blecken
Feb 28, 2017

Domino's 'Ennui Monday': Antidote to failed 'Premium Fridays'

The Pizza chain pokes fun at a government initiative many are sceptical of.

Domino's 'Ennui Monday': Antidote to failed 'Premium Fridays'

Domino’s has offered up a witty response to Japan’s ‘Premium Friday’, a government initiative that began last week. The pizza company is presenting ‘Ennui Monday’ as a fillip for the many people it anticipates will not be able to leave work early on Friday afternoons as the government hopes they will.

The sales campaign, which started yesterday, offers discounts on selected products on the Mondays following Premium Fridays, which fall on the last Friday of every month.

Tomonobu Tominaga, head of marketing for Domino’s in Japan, said the company has not decided how long the campaign will run—just as long as Premium Friday remains a buzzworthy topic.

“We thought almost all companies are likely to launch initiatives on Fridays, so launching something on another day can call big attention,” he said. The idea appears to have been well received. Domino’s points to more than 10,000 related tweets and claims to have cornered 95 percent share-of-voice in the pizza sector.

Premium Friday is controversial. The government has positioned it as a move to raise work-life balance, but many in Japan see it more as a ploy to drive consumption that will have low uptake due to the unfeasibility of simply skipping work on Friday afternoons.

Campaign's view: A great example of a brand thinking on its feet. Of course, the effectiveness will only be proven in sales, but it's a commendable effort to attach a brand to topical events in a relevant yet lighthearted way.

Campaign Japan

Related Articles

Just Published

14 hours ago

IPG becomes first company to integrate Adobe ...

The IPG Engine is set to be integrated across their full spectrum of operations, providing a suite of services that span the entire content lifecycle, including creation, curation, assembly, personalisation, and measurement.

14 hours ago

Where is China’s gaming industry headed next?

A draft legislation was published in December outlining plans to restrict in-game purchases in a bid to curb “obsessive” gaming behaviour in China. Then it disappeared. What happens next?

14 hours ago

The rise of indies amid Japan's advertising oligopoly

Amid the vast expanse of Japan's advertising landscape dominated by giants like Dentsu, Hakuhodo and ADK, independents are mushrooming. These David-like contenders may lack the colossal budgets of their Goliath counterparts, but they wield a different kind of power—one fueled by strategy, resilience, and agility.

23 hours ago

Dentsu bags Popeyes India's creative mandate

Account won post a multi-agency pitch