The Campaign

Pizza Hut has a commitment to punctuality with the long-running “Hate Late?” campaign. This year, they took on the Philippines’ ultimate challenge to timekeeping. The Philippines is notorious for starting the New Year at a range of different times.

Success of the Campaign

For the first time, the country’s biggest television network and every Filipino who partied with Pizza Hut synchronized to the Philippine Standard Time and celebrated the New Year on time. All thanks to Pizza Hut arranging a little practice on December 30, 2011 at 7PM Philippine Standard Time. Exactly.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Pizza Hut – in partnering with the government’s Department of Science & Technology, and Discovery Channel – encouraged Filipinos to sync to the correct time through an integrated campaign which included a tweeting clock online, PR efforts and media buys, radio, on-ground event and activation, and non-traditional means like a modified spiel whenever they called the delivery hotline. The campaign also invited them to the Philippine’s first time synchronization event: The Pizza Hut New Year Pre-Countdown Countdown on December 30, 2011. This event was complete with parade, fireworks display and celebrity endorsers.