BLOCKBUSTER BOX

TitleBLOCKBUSTER BOX
ClientPIZZA HUT
Product / ServicePIZZA HUT DELIVERY
CategoryE01. Foods
EntrantOGILVY & 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

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.

Credits

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