THE SINGING PIZZA

TitleTHE SINGING PIZZA
BrandQSR
Product / ServicePIZZA HUT
CategoryA01. Food / Drink
EntrantTBWA\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

Credits

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
Nisha Khiruddin TBWA\ Make Executive Producer
Muhammad Afiq Fitri Azlan TBWA\ Make Motion Graphic Artist
Dzafira Hanis Dzulkifli TBWA\ Make Intern

Why is this work relevant for Direct?

Pizza Hut redesigned and repurposed their pizza boxes into turntables. So when millennials received their order, they could enjoy great pizza and music at the same time.

Background

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 Millennials preferred brands that connected with them, which Pizza Hut failed to do over the years and made them outdated.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?

Describe the creative idea (30% of vote)

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!

Describe the strategy (20% of vote)

Young adults spend on average 148 minutes per day steaming music1. It is also a universal language that transcends age, race and gender. And, music is a passion point for Pizza Hut, as the brand believes for all Malaysian to live life with passion. We want to with our diners that music, just like our pizzas, are born out of passion. The Singing Pizza is an innovation, using the neglected, boring ordinary pizza box, to a pizza box that echoes our passion for good music and food. It is also a strong asset for the brand because it allows direct engagement with our customers in the context, mood and manner. 1 https://marketingmagazine.com.my/understanding-the-listening-habits-of-malaysians-on-spotify/

Describe the execution (20% of vote)

Each pizza box was designed as turntables, harmoniously crafted to pay tribute to different genres of music and bring out elements of Pizza Hut’s great pizzas. All people had to do was place their phone on the box and press play to hear exclusive and unreleased music by Universal Music. The more pizzas they ordered, the more songs and goodies they got to unlock.

List the results (30% of vote)

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.

Links

Website URL