Pizza Rescue
Pizza Hut Delivery
Issue 32 | November 2014
Agency
Ogilvy Malaysia
Creative Team
Chief Creative Officer: Gavin Simpson Creative Director: Gavin Simpson Art Directors: Gavin Simpson, Choo Chee Wee Copywriters: Gavin Simpson, Andrew Low Designers: Gavin Simpson, Brian Collins, Ali Ring, Donevan Brien, Iriss Tan
Production Team
Agency Producers: Eric Yan, Jennafinz Goonting Director: Tan Yew Leong Production House: Chilli Pepper
Other Credits
Account Managers: Campbell Cannon, Sumana Ratilal, Melissa Baharin, Low Jie Ying Planner: Caryl Heah Animators: SEQuence Production Sdn Bhd
Date
April 2014
Background
Nobody likes waiting for their pizza. In the business of pizza delivery, speed is crucial. And delivery innovation can be the game-changer. The task was to remind people just how fast the delivery service was and connect with them in a time-relevant manner. The objective was to create an activation campaign that would clearly demonstrate their innovativeness for fast delivery and thereby, get people talking about Pizza Hut's fast delivery and generate orders.
Idea
To do this, an oven was attached on the back of their delivery bikes and created the world's first oven on wheels - Pizza Rescue. The idea was to search across social media for people with real-time food emergencies and quickly send the Pizza Rescue to save their day. The pizzas were cooked on the way so what usually took 30 minutes could now be delivered in half the time.
Results
Hungry mouths were talking about their fast delivery. Pizza Rescue deliveries witnessed by customers quickly resulted in user-generated content posted back onto social media. As more hungry people talked about their fast delivery, more user-generated posts appeared back online, talking about their fast Pizza Rescue. Soon, requests for Pizza Hut's Pizza Rescue poured in and drove up online orders. Brand recall and consideration for Pizza Hut Delivery increased.