The Ogilvy & Mather group in Hong Kong have got together with Pizza Hut and come up with a great campaign that is very innovative. They are calling it the Pizza Hut Blockbuster Box and their aim is to draw in the younger generation from the streets of Hong Kong by bringing together two things that youngsters enjoy, pizza and the movies.
The Blockbuster Pizza Hut campaign started on April 17 this year and so far it has been a huge hit with the younger generation. It has enjoyed so much success in Hong Kong that now it has been considered for other countries.
While the box still holds a pizza just like any other pizza box, instead of throwing the box straight in the trash there is a hole that you can pop out when you have finished eating and in this you can insert the friction-fit lens from the mini-support holding the box off the pizza. You can then use your smartphone to scan the code and play a movie from the collection of Pizza Hut by placing your phone inside the box and the box becomes a projector so you can sit back and watch while eating.
There are four different designs of pizza box; these are Fully Loaded, Anchovy Armageddon, Slice Night and Hot & Ready. What could be better than a pizza and a free movie to go with it? No wonder it’s been a success so far.
Here in Malaysia we do have pizza giants continuously finding ways to one up each other – in particular Pizza Hut and Domino’s Pizza. We’ve seen Pizza Hut introduce a whole new menu and their mobile app definitely allows you to order a pizza more conveniently. As for Domino’s, they may be a little behind in terms of convenience i.e. no mobile app and only cash payments allowed – but their pizza tastes fantastic and isn’t that what it’s all about?
Vinay Gorasia is the Project Director at Internut. Originally based in our Gold Coast branch, he is now stationed at our KL headquarters. However he spends more time at client's offices than behind his desk and he likes it that way!