HATE LATE

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TitleHATE LATE
BrandPIZZA HUT
Product / ServicePIZZA
EntrantBBDO GUERRERO/PROXIMITY PHILIPPINES Makati City, THE PHILIPPINES
Entrant Company:BBDO GUERRERO/PROXIMITY PHILIPPINES Makati City, THE PHILIPPINES
Advertising Agency:BBDO GUERRERO/PROXIMITY PHILIPPINES Makati City, THE PHILIPPINES

Credits

Credits

Name Company Position
David Guerrero BBDO Guerrero/Proximity Philippines Chairman/Chief Creative Officer
Simon Welsh BBDO Guerrero/Proximity Philippines Executive Creative Director
Joel Limchoc BBDO Guerrero/Proximity Philippines Executive Creative Director
Trixie Diyco BBDO Guerrero/Proximity Philippines Creative Director
Simon Welsh BBDO Guerrero/Proximity Philippines Copywriter
Lissa Boluso BBDO Guerrero/Proximity Philippines Copywriter
David Guerrero BBDO Guerrero/Proximity Philippines Copywriter
Joel Limchoc BBDO Guerrero/Proximity Philippines Art Director
Jp Palileo BBDO Guerrero/Proximity Philippines Art Director
Gary Amante BBDO Guerrero/Proximity Philippines Art Director
Jeck Ebreo BBDO Guerrero/Proximity Philippines Art Director
Aldous Pagaduan BBDO Guerrero/Proximity Philippines Producer
Idda Aguilar BBDO Guerrero/Proximity Philippines Producer
Jing Abellera BBDO Guerrero/Proximity Philippines Producer
Al Salvador BBDO Guerrer/Proximity Philippines Print Producer
Jet Concepcion BBDO Guerrero/Proximity Philippines Final Artist
Manny Vailoces BBDO Guerrero/Proximity Philippines Final Artist
Joy Panaguiton BBDO Guerrer/Proximity Philippines Final Artist
Vilma Magsino BBDO Guerrero/Proximity Philippines Final Artist
Oliver Brillantes BBDO Guerrero/Proximity Philippines Final Artist
Jao Bautista BBDO Guerrero/Proximity Philippines Copywriter
Gary Amante BBDO Guerrero/Proximity Philippines Associate Creative Director/Art Director
Rey Tiempo BBDO Guerrero/Proximity Philippines Associate Creative Director/Copywriter

The Campaign

In the Philippine language, there's no word for punctuality. But there is a concept called Filipino Time. It means that things happen when they happen. That everything starts at least 45 minutes later than advertised. The attitude is so entrenched that if a wedding is intended for 5pm, the invite will claim hit starts at 3.30. It’s the subject of many jokes, but also some resentment among the many Filipinos who are fed up with all the time wasted waiting. It was into this culture that we launched a multimedia campaign promoting Pizza Hut’s on time delivery guarantee. The slogan was short and to the point “Hate Late?” The copy then explained, “You’ll love Pizza Hut’s on-time delivery.” The campaign used outdoor, instore, digital, TV, radio and print as well as the occasional text blast to contrast the reliable punctuality of Pizza Hut, with the rest of Philippine life.

Success of the Campaign

Most importantly for the client, the campaign has led to an increase of sales (double digit growth year on year) and re-established Pizza Hut as the number one delivery pizza brand. Its effectiveness has been recognized internationally with YUM! Asia Awards for both Best Marketing and Most Effective Home Delivery. It has also won a New York Advertising & Marketing Effectiveness Award That’s mainly because the campaign has struck a chord with consumers. People have now started their own ads on YouTube, while signs at building sites, offices and colleges show that Filipinos have adopted the slogan for themselves. Political commentators in the newspapers have also written about the campaign in relation to the economic and social benefits of better punctuality.

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

This was more than just an advertising campaign. We rebranded every Pizza Hut delivery bike in Manila, as well as all the takeaway Pizza boxes. (These bikes were simultaneously used in a press campaign.) Over time we gradually achieved a huge outdoor presence thanks to people’s willingness to join the campaign and put the banners up outside their stores and houses in exchange for one family-sized pizza a month. Meanwhile a radio campaign was aimed at those fed up waiting in traffic. Then TV used subtitles to translate all the broken promises and excuses people made into the truth. As the campaign gathered momentum, we got more creative with the media, using text blasts to wish people Merry Christmas. On December 26th. Lapsed customers were also sent Happy Halloween cards for Christmas. Online, banners that showed the frustrations of waiting for downloads led directly to the Pizza Hut site.