Pizza Hut Delivery ActivationQ3 – Q4 2008Building Leadership and Transactions20th June 2008 :Pizza Hut Delivery ActivationQ3 – Q4 2008Building Leadership and Transactions20th June 2008


Slide 3:2008 P1 – P5 Campaigns - Snapshots


Business Challenge :Business Challenge Reinforce Further establish Pizza Hut leadership on delivery using single-minded HOT proposition to differentiate from McDonald’s imminent delivery threat Own leadership in delivery market Grow Transactions Explore more optimal channels and opportunities to reach out to consumers that seek meals delivered especially for lunch


HOT Campaign (Thematic)Jun 24 – Jul 28 :HOT Campaign (Thematic)Jun 24 – Jul 28


Slide 6:HOT Campaign 360º Communication Plan TVC Thematic: 30 & 15 sec Thematic: 10 sec Tactical: 2/3 x 15 sec OOH Taxi CWB Laforet Lightbox & Billboard KCRC Online Banner Ad Mini-site Racing Game Viral Ad Print DPS Banner Single Banner PR Delivery Team On The Street Hot Dot Sticker H O T C A M P A I G N


T V C :T V C H O T C A M P A I G N


Thematic TVC – “Chase” 30 Sec. :Thematic TVC – “Chase” 30 Sec. H O T C A M P A I G N


O O H :O O H H O T C A M P A I G N


Taxi – Body :Taxi – Body H O T G U A R A N T E E ( H O T D O T ) Taxi drivers tends to concentrate busy office areas Idea Hot Dot Taxi + Delivery seat back sticker No. of taxi: 100 taxi 4 door sticker + 2 x seatback panels


Taxi – Body :Taxi – Body H O T G U A R A N T E E ( H O T D O T )


Taxi – Seatback :Taxi – Seatback H O T C A M P A I G N


CWB Laforet Domination :CWB Laforet Domination H O T G U A R A N T E E ( H O T D O T )


CWB Laforet Domination :CWB Laforet Domination H O T G U A R A N T E E ( H O T D O T )


CWB Laforet Domination (Launch 24 Jul) :CWB Laforet Domination (Launch 24 Jul) H O T G U A R A N T E E ( H O T D O T )


CWB Laforet Domination (Launch 24 Jul) :CWB Laforet Domination (Launch 24 Jul) H O T G U A R A N T E E ( H O T D O T )


CWB Laforet Domination (Launch 24 Jul) :CWB Laforet Domination (Launch 24 Jul) H O T G U A R A N T E E ( H O T D O T )


CWB Laforet Domination (Launch 24 Jul) :CWB Laforet Domination (Launch 24 Jul) H O T G U A R A N T E E ( H O T D O T )


CWB Laforet Domination (Launch 24 Jul) :CWB Laforet Domination (Launch 24 Jul) H O T G U A R A N T E E ( H O T D O T )


CWB Laforet Domination (Launch 24 Jul) :CWB Laforet Domination (Launch 24 Jul) H O T G U A R A N T E E ( H O T D O T )


KCRC Newsline Express TVC :KCRC Newsline Express TVC H O T C A M P A I G N


P R I N T :P R I N T H O T C A M P A I G N


3 Col Top Banner :3 Col Top Banner H O T C A M P A I G N Publications: Oriental Daily News & The Sun


Horizontal Half Page Ad :Horizontal Half Page Ad H O T C A M P A I G N Publications: Metro Daily, Headline Daily, AM730


1/3 Bottom Banner Spread :1/3 Bottom Banner Spread H O T C A M P A I G N Publications: Next Magazine, TVB Weekly, East Touch, New Monday


1/4 Bottom Banner :1/4 Bottom Banner H O T C A M P A I G N Publications: Hong Kong Magazine


O N L I N E :O N L I N E H O T G U A R A N T E E ( H O T D O T )


Online MiniGame – New Idea (from Ogilvy) :Online MiniGame – New Idea (from Ogilvy) Pizza Hut’s Online Mini-Game: “Hot Dot Delivery Dash” Player acts as PH’s scooter/delivery man mascot to deliver pizzas as fast as they can for a chance to win a prize (e.g. coupon, merchandise, etc) Player has a Hot Dot meter measuring the time to deliver the pizza. If the Hot Dot becomes black, they lose the game Game has 3 Levels to complete: The Family The OT Worker The Midnight Snacker (Bonus Level advertising extension of hours) Upon completing the second level, user has to complete a surprise “bonus” level because Pizza Hut has extended their hours to 12AM Mechanics Each level promotes a certain pizza (e.g. Level 1 asks players to deliver a Sausage Bites pizza to a family) “Racing” emphasizes PH’s delivery speed H O T G U A R A N T E E ( H O T D O T )


Online MiniGame – New Idea (from Ogilvy) :Online MiniGame – New Idea (from Ogilvy) Brings customers closer to the final sale of delivery pizza online Customers can play before, after or during waiting for their pizza getting delivered after ordering online or by phone Pull strategy to gain visitors to the website – game & prizes as an incentive H O T G U A R A N T E E ( H O T D O T )


Hot Spots Tie-in – New Idea (from Ogilvy) :Hot Spots Tie-in – New Idea (from Ogilvy) Advertise through newspaper or eDM inviting people to come to Pizza Hut’s “Hot Spots” at high traffic areas such as Causeway Bay Passerby can play “Hot Dot Delivery Dash” on a large projector screen for a chance to win prizes (e.g. pizza vouchers, merchandise) Projectors can broadcast to numerous people, gaining word of mouth and interest on the street Those who did not have a chance to play at the “Hot Spots” can play online, utilizing a pull strategy to get people to visit the site and learn more about delivery services Mechanics: Laptop Projector & Screen USB Game Controller H O T G U A R A N T E E ( H O T D O T )


Thank You :Thank You