PIZZA HUT X IKEA SÄVA

Short List
TitlePIZZA HUT X IKEA SÄVA
BrandPIZZA HUT HONG KONG
Product / ServicePIZZA HUT
CategoryF01. Integrated Campaign Led by Direct
EntrantOGILVY HONG KONG, HONG KONG
Idea Creation OGILVY HONG KONG, HONG KONG

Credits

Name Company Position
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

Why is this work relevant for Direct?

This campaign is relevant for Direct as it contains a targeted call to action for consumers to purchase the product.

Background

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.

Describe the creative idea (30% of vote)

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.

Describe the strategy (20% of vote)

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.

Describe the execution (20% of vote)

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.

List the results (30% of vote)

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.