Title | THE SINGING PIZZA |
Brand | QSR |
Product / Service | PIZZA HUT |
Category | E01. Food / Drink |
Entrant | TBWA\KUALA LUMPUR, MALAYSIA |
Idea Creation | TBWA\KUALA LUMPUR, MALAYSIA |
Media Placement | MINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA |
PR | ZENO A DANIEL J. EDELMAN COMPANY Kuala Lumpur, MALAYSIA |
Production | POSTFELLAS SDN BHD Petaling Jaya, MALAYSIA |
Production 2 | WIZARD PHOTOGRAPHY Petaling Jaya, MALAYSIA |
Additional Company | UNIVERSAL MUSIC MALAYSIA Petaling Jaya, MALAYSIA |
Name | Company | Position |
---|---|---|
Hui Tsin Yee | TBWA\ Kuala Lumpur | Managing Director |
Gigi Lee | TBWA\ Kuala Lumpur | Chief Creative Officer |
Fazlee Sabbaruddin | TBWA\ Kuala Lumpur | Creative Director |
Elissa Azizi | TBWA\ Kuala Lumpur | Creative Group Head |
Boon Chuan Suah | TBWA\ Kuala Lumpur | Creative Group Head |
Lee Kee Yeo | TBWA\ Kuala Lumpur | Art Director |
Nikki Yong | TBWA\ Kuala Lumnpur | Junior Graphic Designer |
Mun Yee Loh | TBWA\ Kuala Lumpur | Group Brand Director |
Peggi Lau | TWBA\ Kuala Lumpur | Senior Brand Manager |
Etain Chow | TBWA\ Kuala Lumpur | Senior Brand Manager |
Fatimah Nazirah Ash'ari | TBWA\ Kuala Lumpur | Strategy Director |
Hilyah Raffick | TBWA\ Kuala Lumpur | Senior Planner |
Vhinasyhah Raja Gopal | TBWA\ Kuala Lumpur | Planner |
Zhafirry Fenner Zakaria | TBWA\ Kuala Lumpur | Copywriter |
Muhammad Afiq Fitri Azlan | TBWA\ Make | Motion Graphic Artist |
Dzafira Hanis Dzulkifli | TBWA\ Make | Intern |
Nisha Khiruddin | TBWA\ Make | Executive Producer |
Pizza Hut was losing out to food delivery companies like Dominos, McDonalds, Food Panda and GrabFood. Millennials preferred brands that connected with them, which Pizza Hut failed to do over the years and made them outdated. Pizza Hut needed to revive the brand. But how could Pizza reconnect with millennials in a cool way?
Pizza Hut collaborated with Universal Music and created The Singing Pizza. We turned our pizza boxes into digital turntables so millennials could enjoy great pizza and cool tunes to party anytime, anywhere!
Our pizza boxes put a new spin to retro turntables. Using 3-coloured printing, each box carried different collectible designs, harmoniously crafted to pay tribute to different genres of music and brought out elements of Pizza Hut’s great pizzas. We took three genres that weren’t as popular to millennials, namely rock, disco, and jazz, and gave it a modern look. Even our app was designed to match the vinyl design seen on each box as the vinyl spun music, to create one seamless experience. The more pizza delivery you ordered, the more exclusive music and goodies you unlocked through each box.
Malaysians enjoyed pizza and music anywhere: at home, at their office, at our restaurants, and we had our pizza trucks at events. That’s over 2,800,000 limited edition pizza boxes delivered to Malaysians in the span of 3 months. We had 130,000 Malaysians experiencing our digital turntables for the first time. The immersive experience surprised the Pizza Hut fan, where one single post garnered 10,000 retweet and close to 9,000 likes overnight! 10,000 people who wanted to hear more music, downloaded the free app, with almost 50% of them actively tuned in! Our sales targeted was 5%, this contributed to the overall incremental sales of 6%. When we launched ‘The Singing Pizza’, we captured the heart of media, with PR value of over RM150,000.00 as it was featured in nationwide newspapers, with 300,000 article views from major content platforms in Malaysia in one month.