Last winter, fighting our way through the advertising noise, we launched an unconventional ad campaign. We broadcast brief video clips on national TV channels and YouTube. The clips were very diverse and their content depended on the context of the placement, but they invariably ended with a simple and catchy rhyme, "…And Dodo Pizza will deliver!" For example, "You're looking at a peaceful river, and Dodo Pizza will deliver!" Or, "This sprinter is a real achiever, and Dodo Pizza will deliver!" There were more than 700 unique video clips. With a total campaign budget of more than a million dollars (67 million rubles), more than 27 million people saw our clips on TV, and more than 36 million on the internet. And Dodo Pizza became the most recognizable pizza delivery brand in Russia.