Pizzahut_FinalSlides_Reduced
-
Upload
shijun-neo -
Category
Documents
-
view
52 -
download
0
Transcript of Pizzahut_FinalSlides_Reduced
![Page 1: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/1.jpg)
SO SHIOK TWIRL. SLURP. SHIOK
Ad-renaline
This presentation and its content is intended for educational purposes only and it should not be used for any other purpose without
prior authorization of the LKCSB@SMU. Singapore, April 2015
![Page 2: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/2.jpg)
Ad-RENALINE
Corinne Andrea ShiJUn
Li Huan �Shernice� min Jun
Sociology & Marketing Sociology & Marketing
Psychology & Marketing
Sociology & Marketing
Psychology & Marketing
![Page 3: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/3.jpg)
CAMPAIGN EVALUATION
BACKGROUND � CONTEXT
RESEARCH FINDINGS
AIMS � OBJECTIVES
CREATIVE SOLUTION
MEDIA OVERVIEW
TARGET AUDIENCE
AGENDA
![Page 4: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/4.jpg)
BACKGROUND CONTEXT
![Page 5: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/5.jpg)
VS
STRONG ASSOCIATION WITH PIZZA
LOW AWARENESS OF
ITS PASTA PROBLEM IDENTIFICATION
PROBLEM IDENTIFICATION
![Page 6: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/6.jpg)
THE BRIEF
?!?!Awareness of its pasta
offerings
Purchase of pasta
Amplification of response (WOM)
“ P i z z a H u t n o w o f f e r s a d e l i g h t f u l r a n g e o f d e l i c i o u s t a s t i n g p a s t a s a t a n a f f o r d a b l e
p r i c e ! ”
KEY RESPONSE
![Page 7: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/7.jpg)
TARGET AUDIENCE
![Page 8: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/8.jpg)
New age working parents
Millennial working professionals
![Page 9: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/9.jpg)
New age working parents
Millennial working professionals
• Works long Hours AND EVEN OVERTIME IF REQUIRED �DELIVERY SVC�
• MID OR JUNIOR POSITIONS WITH SOME IN FURTHER OR POST GRAD STUDY
• LACK OF TIME TO HANG OUT WITH FRIENDS � FAMILY, SHORT TIME AFTER WORK OR WEEKENDS
• HIGHLY TECH �ND SOCIAL MEDIA SAVVY MILLENIALS
• LIKE DIGITAL COUPONS � DISCOUNTS • QUICK FIX MEALS BUT STILL WANT
VARIETY: THAI EXPRESS WITH THAI FOOD, SAKAE SUSHI WITH JAP FOOD �� INTO BRAND ASSOCIATIONS TO A CERTAIN CUISINE
KEY TRAITS • FINDS IT DIFFICULT TO SPEND TIME WITH FAMILY
• USUALLY BOTH HUSBAND � WIFE ARE WORKING WITH CHILDREN LEFT WITH PARENTS TO TAKE CARE
• ONLY HAVE TIME TO HANG OUT DURING WEEKENDS
• SHOPPING MALLS DURING WEEKENDS • QUICK FIX MEALS BUT STILL WANT
VARIETY: THAI EXPRESS WITH THAI FOOD, SAKAE SUSHI WITH JAP FOOD �� INTO BRAND ASSOCIATIONS TO A CERTAIN CUISINE
KEY TRAITS
![Page 10: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/10.jpg)
RESEARCH � FINDINGS
![Page 11: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/11.jpg)
Review websites
Perception Survey
News on Consumers
RESEARCH METHODS
Consumer Reports
![Page 12: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/12.jpg)
RESEARCH FINDINGS
of Singaporean ASKED FROM A STREET SURVEY WE CONDUCTED
SAID THE FIRST THING THAT COMES TO MIND IS
90%
PIZZA
![Page 13: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/13.jpg)
RESEARCH FINDINGS
of Singaporean workers have only
�6 hours of quality time with family
40%
![Page 14: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/14.jpg)
RESEARCH FINDINGS
”Family dinners become the sacrificial lamb for our busy schedules, and
family time isn’t really the same anymore.”
- Benjamin , Singaporean
CONSUMER INSIGHTS
![Page 15: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/15.jpg)
RESEARCH FINDINGS
“It is not that I want to work till so late but I have no choice. There are so many things to do. If I were to stop work at five and go home, I would never be able to finish my work and this would jeopardize my career.”
CONSUMER INSIGHTS
- 31 Year OLD OPERATIONS MANAGER, Singaporean
![Page 16: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/16.jpg)
RESEARCH FINDINGS
NEEDS OF Millennial working
professionals
NEEDS OF New age working
parents
CONSUMER INSIGHTS
COMMON DESIRE: SPEND MORE QUALITY TIME WITH FAMILY � FRIENDS
![Page 17: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/17.jpg)
DESIRE TO SPEND MORE QUALITY TIME WITH LOVED ONES
MAKE EVERY MOMENT COUNT
ENHANCE THE MEANINGFULNESS � SIGNIFICANCE OF THE QUALITY TIME SPENT WITH THE LOVED ONES
VALUE PROPOSITION
![Page 18: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/18.jpg)
AIMS � OBJECTIVES
![Page 19: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/19.jpg)
Raise awareness that pizza hut serves: �A� A variety of pasta and �B� quality pasta
OBJECTIVE 1
KEY OBJECTIVES
Enhance MEANINGFULNESS � SIGNIFICANCE OF quality time with loved ones integrating pasta eating experience as social � inclusive one �HIGHLIGHTING A SIMILAR RITUAL WITHIN THE EXPERIENCE�
OBJECTIVE 2
![Page 20: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/20.jpg)
Raise awareness that pizza hut serves: �A� A variety of pasta and �B� quality pasta
OBJECTIVE 1
KEY OBJECTIVES
Enhance MEANINGFULNESS � SIGNIFICANCE OF quality time with loved ones integrating pasta eating experience as social � inclusive one �HIGHLIGHTING A SIMILAR RITUAL WITHIN THE EXPERIENCE�
OBJECTIVE 2 • INCREASE TOTAL SALES of 5000
PASTA DISHES WITHIN FIRST MONTH OF CAMPAIGN
• ENHANCE SOCIAL MEDIA ENGAGEMNT BY 20�
BROAD TARGETS
![Page 21: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/21.jpg)
CREATIVE SOLUTION
![Page 22: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/22.jpg)
![Page 23: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/23.jpg)
![Page 24: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/24.jpg)
FLIP SO SHIOK!
CREATIVE SOLUTION
1!
![Page 25: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/25.jpg)
FLIP SO SHIOK!
CREATIVE SOLUTION
2!
![Page 26: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/26.jpg)
SO SHIOK!
CREATIVE SOLUTION
TWIRL. SLURP. SHIOK
MAKAN TOGETHER, LAGI SHIOK
ENHANCE THE MEANINGFULNESS � SIGNIFICANCE OF THE QUALITY TIME SPENT WITH THE LOVED ONES
DESIRED VALUE PROPOSITION
SO SHIOK CAMPAIGN
Make INTERACTIONS MEANINGFUL � SIGNIFICANT
ENCOURAGE CUSTOMERS TO SPEND MORE TIME TOGETHER AND IN TURN MEET THEIR DESIRES
KEY VALUE
ROUTE TO SUCCESS
Raise awareness that pizza hut serves: �A� A variety of pasta and �B� quality pasta
OBJECTIVES
Enhance MEANINGFULNESS � SIGNIFICANCE OF quality time with loved ones integrating pasta eating experience as social � inclusive one �HIGHLIGHTING A SIMILAR RITUAL WITHIN THE EXPERIENCE�
![Page 27: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/27.jpg)
CREATIVE EXECUTION TELEVISION COMMERICAL ALSO FOR YOUTUBE
![Page 28: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/28.jpg)
CREATIVE EXECUTION SINGLE PAGE MICROSITE FRONT PAGE � TVC, PASTA OFFERINGS � MOBILE APP FEATURE�
DYNAMIC SOCIAL MEDIA POSTS GALLERY WITH POSTS COUNTER SINGLE PAGE MICROSITE • Features 5 tabs • First tab – TVC, Pasta Offerings and
Mobile app add-on • Second Tab- Race to 5000 shiok posts
including a gallery of collated Facebook post and Youtube response video under #pizzahutsoshiok
• Third to Fifth Tabs, feature what the campaign is about and is embedded with traffic driver to delivery website and mobile application
• The submissions will be collated into a video THANK YOU message once there are 5000 posts and a discount coupon code through #ThankyouShiok
![Page 29: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/29.jpg)
CREATIVE EXECUTION ABOUT SHIOK � CAMPAIGN DETAILS �WITH TRAFFIC DRIVERS � CALL TO ACTIONS� SINGLE PAGE MICROSITE
***Embedded with traffic drivers to drive to Pizza Hut’s own site and delivery sites
![Page 30: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/30.jpg)
![Page 31: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/31.jpg)
![Page 32: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/32.jpg)
![Page 33: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/33.jpg)
![Page 34: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/34.jpg)
![Page 35: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/35.jpg)
![Page 36: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/36.jpg)
![Page 37: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/37.jpg)
![Page 38: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/38.jpg)
![Page 39: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/39.jpg)
CREATIVE EXECUTION DIGITAL BANNERS GOOGLE DISPLAY �IN 3 SIZES�
TODAYONLINE � CHANNELNEWASIA.COM�MOCK� FACEBOOK POST � MOCK
![Page 40: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/40.jpg)
![Page 41: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/41.jpg)
CREATIVE EXECUTION IN STORE – MENU INSERT FEATURES DISCOUNT CHALLENGES OF TWIRL, SLURP, SHIOK
MENU INSERT • To drive in-store
engagement and to drive further social amplification by having in store challenge -Twirl, Slurp, Shiok! Pasta Challenge
• Participants gets 5% off their bill if they complete the challenge and allow the store to upload their photos on the the Pizza Hut Facebook Group and under #pizzahutsoshiok
• Features all the pasta offerings too
![Page 42: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/42.jpg)
CREATIVE EXECUTION MOBILE APPLICATION ADD ON SEND A FRIEND A DISCOUNT COUPON USING TWIRL, SLURP � SHIOK!
TWIRL. SLURP. SHIOK MOBILE APP ADD ON • Users who have completed their delivery purchase will be able to send their friends a digital coupon via the
mobile application, once they completed the three gestures.
![Page 43: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/43.jpg)
MEDIA EVALUATION
![Page 44: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/44.jpg)
MEDIA CHOICE STRATEGY
Integrated Campaign • APAC’s most social media savvy country-
91% social media consumption rate , 152% mobile subscription rate
• Growth of 56% in active social media users
and 57% in mobile social usage rate
• Singaporean and Millennial highly receptive to gift and discount coupons
• Strong loyal customer base and in store
promotional approach can be used to drive campaign
Conclusion: Mixed channel strategy with a focus of social media strategy for the young working professionals Consideration: Still keep budget low Source: We are Social
![Page 45: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/45.jpg)
CONSUMER JOURNEY
TVC � YOUTUBE
MICROSITE
WEB BANNERS
RESPONSE VIDEO �COUPON�
MOBILE �COUPONS�
AWARENESS AMPLIFICATION
IN STORE ACTIVITY �DISCOUNT�
![Page 46: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/46.jpg)
MEDIA TIMELINE
Week!!
In#Store#Ac+vity#
TVC#
1! 2! 3! 4!
In#Store#Menu#
Campaign#Microsite#
Social#Media#TVC#
Facebook#Ads#
Response#Video#
Web#Banners#
Google#Display#Ads#
Interac+ve#Mobile#App#
![Page 47: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/47.jpg)
CAMPAIGN EVALUATION
![Page 48: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/48.jpg)
CAMPAIGN EVALUATION
PASTA SaleS
Viewership TVC � YOUTUBE
Traffic to website
No. of �pizzahutsoshiok � �THANKYOUSHIOK DISCOUNT
CODE
Media impressions
![Page 49: Pizzahut_FinalSlides_Reduced](https://reader033.fdocuments.net/reader033/viewer/2022052700/55aeccf51a28abea5e8b45ca/html5/thumbnails/49.jpg)
THANK YOU QUESTIONS � ANSWERS
Ad-renaline
This presentation and its content is intended for educational purposes only and it should not be used for any other purpose without
prior authorization of the LKCSB@SMU. Singapore, April 2015