|Product / Service||PIZZA HUT DELIVERY|
|Category||A04. Use of Merchandising/in-Store Experience|
|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|
|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|
The 4 distinctive Blockbuster Boxes with their street art designs and unique projector functionality were limited edition of 1,000 each available on the first come, first served basis only. This aspect of the promotion appealed not only to existing Pizza Hut consumers, but also those who may not have considered the brand before. Apart from the boxes themselves, another key component of the promotion were the in-store posters, which leveraged the box designs and also became objects of desire.
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. Our strategy was to bring innovation to life in a way that would catch consumers' attention and get them talking.
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.
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 hut 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. The promotion was launched with online/mobile banners, plus posters in Pizza Hut delivery stores and ran until all 4,000 limited edition boxes were purchased.