|Title||PIZZA HUT X IKEA SÄVA|
|Brand||PIZZA HUT HONG KONG|
|Product / Service||PIZZA HUT|
|Category||F01. Integrated Campaign Led by Direct|
|Entrant||OGILVY HONG KONG, HONG KONG|
|Idea Creation||OGILVY HONG KONG, HONG KONG|
|Reed Collins||Ogilvy Asia Pacific||Chief Creative Officer|
|John Koay||Ogilvy Hong Kong||Executive Creative Director|
|Matthew Nisbet||Ogilvy Hong Kong||Executive Creative Director|
|Michele Salati||Ogilvy Hong Kong||Creative Director / Head of Art|
|Ollie Davis||Ogilvy Hong Kong||Associate Creative Director|
|Amy Cheng||Ogilvy Hong Kong||Associate Creative Director|
|Soenar Santoso||Ogilvy Hong Kong||Senior Art Director|
|Lucy McNally||Ogilvy Hong Kong||Photographer|
|Jacqueline Ho||Hogarth||Agency Producer|
|Iris Liu||Ogilvy Hong Kong||Executive Group Director|
|Vincent Lam||Ogilvy Hong Kong||Account Director|
|Rachel Tsui||Ogilvy Hong Kong||Account Manager|
|Clover Yuen||Ogilvy Hong Kong||Account Executive|
|Ray Lam||Ogilvy Hong Kong||Content Lead|
|Jim Wong||Ogilvy Hong Kong||Content Strategist|
|Ricky Chung||Ogilvy Hong Kong||Content Specialist|
|Kaycee Li||Ogilvy Hong Kong||Senior Brand Strategist|
This campaign is relevant for Direct as it contains a targeted call to action for consumers to purchase the product.
We needed to launch the Pizza Hut x IKEA meatball pizza – a taste sensation featuring IKEA’s iconic Swedish meatballs as a topping. Our task was to launch this new pizza in a way that would get tongues wagging online and drive sales.
We combined the DNA of both brands to create the SÄVA, a flat-pack table inspired by the pizza ‘savers’ found in pizza boxes – only available to a lucky few who purchased the new pizza. Our campaign launched on Facebook and Instagram, the places our mass target audience spend most of their time online.
As just one of Pizza Hut’s many LTO promotions throughout the year, we were working on a limited budget – so our strategy was to create an idea that would combine both brands in a way that naturally grabbed people’s attention, was sharable online and generated demand for the product. Our campaign launched on Facebook and Instagram, the places our mass target audience spend most of their time online.
We created the SÄVA, a flat-pack table inspired by the pizza ‘savers’ found in pizza boxes – but only available to a lucky few who purchased the new pizza. To add to the fun, each SÄVA was also delivered in a giant pizza box featuring IKEA-style step-by-step assembly infographics.
The SÄVA campaign went viral online, getting local and global coverage with +1 billion impressions, +18 million views, plus 45,000 social interactions. More importantly, it boosted sales for the Pizza Hut x IKEA meatball pizza +86% over forecasts.