Title | THE SINGING PIZZA |
Brand | QSR |
Product / Service | PIZZA HUT |
Category | A01. 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 |
Nisha Khiruddin | TBWA\ Make | Executive Producer |
Muhammad Afiq Fitri Azlan | TBWA\ Make | Motion Graphic Artist |
Dzafira Hanis Dzulkifli | TBWA\ Make | Intern |
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.
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 Millennials preferred brands that connected with them, which Pizza Hut failed to do over the years and made them outdated.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!
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/
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.
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.