2016 Winners & Shortlists

Creative Execution

Our Mobile First consumers played mobile games to help pass the time in between lectures and on the way home from college, so working with Gameloft we created a Mini-Game that was activated during strategic ‘Hunger Moments’. We placed interactive intersticials into a range of mobile games during strategic dayparts when consumers were most likely to be hungry (lunchtime, late afternoon and evening). Players were invited to a penalty shootout, if they scored they were rewarded with in-game privileges. Crusty Crunch branding sat behind the goal making it unmissable. The in game activity ran across the GCC region.

We had over 120,000 minutes of gameplay (2,000 hours!). We had over 180,000 completed plays with a replay rate of 20%! Through the game we were able to achieve a 30,000 click to the Pizza Hut website where our fans were directly able to order the new and exciting Doritos Pizza, positively impacting sales which topped forecasts.

In 2015 Pizza Hut and Doritos joined forces to create a phenomenal new pizza, the Dorito’s Crunchy Crust. This wasn’t your average ham and pineapple, it appealed to a niche audience who were hooked on snacking. Audience profiling identified that consumers of Doritos and Pizza Hut were young and social students. Pizza and chips played a functional role in hunger management for themselves and friends whilst they watched the football. Our approach was to build a connection between hunger moments and football, setting the context that Doritos Crunch Crust Pizza was the only choice for the big game.