| Title | THE GURU |
| Brand | PIZZA HUT SINGAPORE |
| Product / Service | PIZZA HUT CHEESY 7 PIZZA |
| Category | A08. Best Use of Social Media Marketing |
| Entrant | MINDSHARE SINGAPORE, SINGAPORE |
| Entrant Company: | MINDSHARE SINGAPORE, SINGAPORE |
| Media Agency: | MINDSHARE SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Charmaine Deng | Mindshare Singapore | Executive Director |
| Sim Choy Yeen | Mindshare Singapore | Media Manager |
| Alice Lee | Mindshare Singapore | Associate Media Manager |
| Ed Cheong | JWT Singapore | Creative Group Head |
| Gino Borromeo | JWT Singapore | Strategy Planner |
| Aimai Ong | JWT Singapore | Account Director |
Organic impressions within the Facebook page exceeded 1,300,000. Page likes grew 75% from 13,416 to 23,506 over the campaign period (took 6 months to accumulate the original 13k). Average of 205 "Likes" per day dauring campaign. Sales surpassed the previous pizza launch by over 20%. Achieved a sales increase YOY of 15% surpassing our target of 10%. Cheesy 7 achieved 30% of total sales mix. Due to overwhelming sales, cheese ran out! (exceeded original projections) The brand saw a significant rise in numbers believing that Pizza Hut is 'passionate about food' when compared to competitors.
We created a spokesperson to stand up for the truth in a lighthearted and fun way. Guru, told Singaporeans how against he was of the Cheesy 7 because it was simply too indulgent. Stage1: Polarize people with the honest message around indulgence via TVC, Press, OOH, Video banner on portals, Facebook & twitter. Stage2: Pizza Hut's facebook, twitter, Portals ads appeared to be hijacked by Guru, creating buzz, controversy among audiences in the digital world. Guru's anti-indulgence viral videos, posters were uploaded on Pizza Hut social sites and YouTube, pleading viewers not to succumb to the indulgence. To build credibility, Guru even vandalized a Pizza Hut outlet, which got covered on STOMP. Stage3: Facebook Application created for audiences to guess why Guru is against the Cheesy 7 Pizza and vote how the Guru should pay for his mischief. Stage4: The Guru's "punishment" was 'Live' in-store and uploaded onto social sites.
Objective: Launch Cheesy 7 Pizza, driving 10% sales spike. Barriers: Cheesy 7 - Pizza Hut's cheesiest ever pizza with a blend of 7 cheeses in one toping. Singaporean love cheese but statistics showed a rise in obesity levels among Singaporeans. In fact, the government increased its efforts to promote healthy eating, which made the public more health conscious. The Cheesy 7 could be overly indulgent for them. Pizza Hut's competition in the category has gotten stiffer with new products and promotions every month. Singaporean diners are also very honest and transparent when giving and taking opinions on food, especially with the popularity of food guides and blogs. It is for this reason that diners are honest and keen to spread their views. The strategy was to take the brutal honesty of Singaporean diners head-on - using a "Truthful approach to selling indulgence".