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

Ad-RENALINE

Corinne Andrea ShiJUn

Li Huan �Shernice� min Jun

Sociology & Marketing Sociology & Marketing

Psychology & Marketing

Sociology & Marketing

Psychology & Marketing

CAMPAIGN EVALUATION

BACKGROUND � CONTEXT

RESEARCH FINDINGS

AIMS � OBJECTIVES

CREATIVE SOLUTION

MEDIA OVERVIEW

TARGET AUDIENCE

AGENDA

BACKGROUND CONTEXT

VS

STRONG ASSOCIATION WITH PIZZA

LOW AWARENESS OF

ITS PASTA PROBLEM IDENTIFICATION

PROBLEM IDENTIFICATION

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

TARGET AUDIENCE

New age working parents

Millennial working professionals

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

RESEARCH � FINDINGS

Review websites

Perception Survey

News on Consumers

RESEARCH METHODS

Consumer Reports

RESEARCH FINDINGS

of Singaporean ASKED FROM A STREET SURVEY WE CONDUCTED

SAID THE FIRST THING THAT COMES TO MIND IS

90%

PIZZA

RESEARCH FINDINGS

of Singaporean workers have only

�6 hours of quality time with family

40%

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

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

RESEARCH FINDINGS

NEEDS OF Millennial working

professionals

NEEDS OF New age working

parents

CONSUMER INSIGHTS

COMMON DESIRE: SPEND MORE QUALITY TIME WITH FAMILY � FRIENDS

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

AIMS � OBJECTIVES

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

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

CREATIVE SOLUTION

FLIP SO SHIOK!

CREATIVE SOLUTION

1!

FLIP SO SHIOK!

CREATIVE SOLUTION

2!

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�

CREATIVE EXECUTION TELEVISION COMMERICAL ALSO FOR YOUTUBE

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

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

CREATIVE EXECUTION DIGITAL BANNERS GOOGLE DISPLAY �IN 3 SIZES�

TODAYONLINE � CHANNELNEWASIA.COM�MOCK� FACEBOOK POST � MOCK

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

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.

MEDIA EVALUATION

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

CONSUMER JOURNEY

TVC � YOUTUBE

MICROSITE

WEB BANNERS

RESPONSE VIDEO �COUPON�

MOBILE �COUPONS�

AWARENESS AMPLIFICATION

IN STORE ACTIVITY �DISCOUNT�

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#

CAMPAIGN EVALUATION

CAMPAIGN EVALUATION

PASTA SaleS

Viewership TVC � YOUTUBE

Traffic to website

No. of �pizzahutsoshiok � �THANKYOUSHIOK DISCOUNT

CODE

Media impressions

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