The Brief

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.

Describe how the promotion developed from concept to implementation

Pizza Hut – in partnering with the government’s Department of Science & Technology, and Discovery Channel – launched an integrated campaign encouraging Filipinos to sync to the correct time and also inviting them to the country’s first time synchronization event: The Pizza Hut New Year Pre-Countdown Countdown on December 30, 2011.This New Year’s Eve rehearsal was complete with marching band and float parade, celebrity endorsers, a countdown party and fireworks.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

Pizza Hut – in partnering with the government’s Department of Science & Technology, and Discovery Channel – launched an integrated campaign encouraging Filipinos to sync to the correct time and also inviting them to the country’s first time synchronization event: The Pizza Hut New Year Pre-Countdown Countdown on December 30, 2011.This New Year’s Eve rehearsal was complete with marching band and float parade, celebrity endorsers, a countdown party and fireworks.