Title | BLOCKBUSTER BOX |
Brand | PIZZA HUT |
Product / Service | PIZZA HUT DELIVERY |
Category | E01. Foods |
Entrant | OGILVY & MATHER GROUP HONG KONG, HONG KONG |
Entrant Company | OGILVY & MATHER GROUP HONG KONG, HONG KONG |
Advertising Agency | THE BRAND UNION Hong Kong, HONG KONG |
Advertising Agency 2 | OGILVY & MATHER GROUP HONG KONG, HONG KONG |
Name | Company | Position |
---|---|---|
Reed Collins | Ogilvy & Mather Group HK | Chief Creative Officer |
Matthew Nisbet | OgilvyOne HK | Creative Director |
Bo Deng | OgilvyOne HK | Creative Director |
Andy Reynolds | Brand Union HK | Creative Director |
Ollie Davis | OgilvyOne HK | Copywriter |
Peter Engelbrecht | OgilvyOne HK | Copywriter |
Gianluca Crudele | Brand Union HK | Designer |
Candice Yeung | OgilvyOne HK | Art Director |
Craig Mason | Ogilvy & Mather Group HK | Head Of Creative Technology |
Ali Loveday | Hogarth & Ogilvy HK | Integrated Producer |
Sandy Ling | Hogarth & Ogilvy HK | Director of Operations |
Kelvin Kwong | Hogarth & Ogilvy HK | Production Manager |
Tammy Lau | Hogarth & Ogilvy HK | Broadcast Assistant |
Richard Weil | - | Product Designer |
Parents Parents | - | Illustrator |
Mark Goss | - | Illustrator |
Caratoes | - | Illustrator |
Barlo | - | Illustrator |
The food delivery market in Hong Kong has become increasingly competitive with more local challenger brands and international chains setting up shop. Our brief was simple. We needed to reinforce Pizza Hut's position as the pizza delivery service of choice in the minds of consumers by demonstrating the brand's commitment to innovation.
As the Hong Kong pizza delivery leader, Pizza Hut has found success by staying true to its core brand values of freedom, sharing and innovation - things that all resonate with its target audience of young consumers. It's this 'Customer Mania' at the heart of everything Pizza Hut does that drives the brand forward.
Our big idea came out of a tasty insight. When are people most likely to order a pizza? Movie night. Pizza and movies are a match made in heaven, so we combined the two in a revolutionary new way. Working with product designers, packaging experts and street artists we created the Blockbuster Box - a unique pizza box that transforms into a movie projector. Simply remove your pizza, pop the integrated lens into the front and insert your phone to watch some action while you enjoy a slice. To further appeal to our target audience we teamed up with 4 local street artists who created illustrations for each of our 4 limited edition boxes, themed around the movie genres of Action, Horror, Romance and Sci-Fi. Scanning a QR code on your box also let you project a selection of short films in that genre from Hong Kong and around the world.
The limited edition Blockbuster Box was a resounding success, delivering on its goal of creating fame around Pizza Hut as a true innovator. The proven success of this promotion in the test market of Hong Kong means that the Blockbuster Box will be coming to a Pizza Hut near you soon.