2019 Winners & Shortlists

Background.

Pizza Hut is the leader in the pizza market in the MENA region. They are always sustaining their leadership through constant innovation and offers. That means that, every month, we need to crack the communication for a tactical offer and try to build the brand while we do it. They needed to portrait the new Pizza Hut Limo, a 1-meter long pizza. The brief was to create one video, a KV and some social supporting posts.

Describe the creative idea.

Instead of creating one single long video, we decided to come up with a campaign of different 8-seconders, showing the 1-metre pizza as the Best Metre in the world. We compared the pizza with a 1-metre race, a 1-metre zip line, a 1-metre football pitch and a 1-metre road trip. We produced the entire campaign in a studio, achieving a unique style, consistency, making it relevant and funny for the consumer, building the Pizza Hut brand and portraying, of course, the main offer: the Limo.

Describe the strategy.

Our target was centennials, and we knew that we needed to do something super impactful (creatively and visually) and to keep our message short and straight forward. The strategy was to show, through humor and numerous examples, actually how long a metre of pizza is.

Describe the execution.

The campaign lived mainly on social media, where our target spends most of their time. During the months of December and January, we communicated the Limo Pizza throughout the GCC region.

List the results.

The campaign reached more than 34 million impressions, and the videos were watched over 6 million times. On Social Media, the engagement was higher than the benchmarks for the different platforms. Almost 50% interaction on Facebook Canvas and 5% swipes on Instagram Stories. A total of 777,858 engagements on paid social media posts. In the end, 25,514 people went to Pizza Hut stores and had the Limo Pizza - dine-in or take away.