To introduce Domino’s new way of ordering pizza, we chose a protagonist of the best internet memes, Jojo Todynho, to be the owner of the voice that speaks to customers.
Our challenge was to make Domino’s the first pizza brand to have the option of interactive voice ordering and promote the novelty. Pioneering and innovation: these were the two words that guided the project.
Orders could be placed through smartphones with Google Assistant or Alexa apps, both for iOS and Android, or through smart speakers compatible with Alexa (like Amazon Echo Show, Amazon Echo Dot), or compatible with Google Assistant, (like the Google Nest and Home lines).
To place orders at smart speakers, users only needed to say “Alexa, start Domino’s” or “Ok Google, talk to Domino’s”. After this command, the customer would join in a funny experience through the conversation with Jojo to provide the necessary information and place the order. Jojo Todynho’s voice accompanies the consumer throughout the process.
Voice assistants, in addition to making contact with the customer closer and more humane, made the service a positive, assertive and effective experience.
This evolution of artificial intelligence technology allows us to take advantage of the low friction in the human-machine relationship of digital assistants to carry out transactions in the ‘Voice Commerce B2C’ segment, which has high potential for growth and adhesion of the great masses in the coming years.