Posted on by Nathalie Tay
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Domino’s & Havas Malaysia Roll Out AI-Powered Mother’s Day Activation
17 May
Domino’s Pizza Malaysia has partnered with Havas Malaysia to launch a heartwarming Mother’s Day giveaway, inviting consumers to create trending AI-generated action figures that celebrate moms as the real-life superheroes they are. The campaign also highlights Domino’s limited-time Mother’s Day offer, which includes a complimentary heart-shaped chocolate lava cake with the purchase of two regular pizzas and two sides.
As part of the giveaway, participants were encouraged to show their love and appreciation by using a ChatGPT prompt to generate a custom superhero action figure of their moms – complete with a blister pack and accessories that represent their moms’ unique ‘superpowers.’ The five most creative entries received a special treat from Domino’s.
The contest draws inspiration from the viral AI action figure trend that has been sweeping social media, with brands and ChatGPT users unleashing their creativity to generate custom blister-packaged superheroes.
Speaking about the campaign, Aza Baizura Morni, Head of Brand for Domino’s Malaysia, Singapore and Cambodia, shared, “Mother’s Day is a meaningful occasion that resonates deeply with our customers, and this campaign allowed us to align with a timely cultural moment in a way that was both creative and heartfelt.
By leveraging the power of AI, we were able to deliver a memorable and engaging experience, and we’re pleased to see how enthusiastically our customers embraced the idea.”
Donevan Chew, Chief Creative Officer of Havas Malaysia, added, “We’ve seen many brands ride on the AI action figure trend – generating creative takes on their mascots, consumers, and even brand founders. When Mother’s Day came around, our team saw the perfect opportunity to hijack the trend and turn it into a social activation that is much more relevant and meaningful.
Mothers are often seen as real-life superheroes, so we thought, why not celebrate them in the same way? Just like superheroes have their greatness immortalised in action figures, we can do the same for moms.”
The giveaway and special promotion ran from 9th to 12th May 2025 on Domino’s Malaysia’s official Facebook and Instagram page. The activation garnered double the engagement compared to the previous campaign and saw a 184% increase in participation.
View the featured submissions on Domino’s Malaysia’s Instagram page here.
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
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Campaign entries must have run between June 2024 to May 2025
