Ogilvy Malaysia 2015
Pizza Hut Delivery needed to increase sales amongst teenagers and young adults. To maximise reach and efficacy, we chose to utilise mobile as the platform for the campaign.
So we delivered Pizza Hut Emoji Stories, by SMS, directly to smartphones nationwide.
With no other marketing or media buy, just simple but engaging everyday stories told using only emoji.
In each story, Pizza Hut Delivery saves the day, but is represented by nothing but a standard pizza emoji
and the Pizza Hut phone number.
These Emoji Stories allowed Pizza Hut to take advantage of the pizza emoji in a standard emoji pack by creating brand association with it in a natural way. The pizza emoji was already there in most smartphones, and by using it as part of our Emoji Stories, we made “pizza” mean “Pizza Hut”.
The campaign is an ongoing effort for Pizza Hut to tactically drive delivery sales during non-campaign periods between new product innovation launches and promotions.
The Emoji Stories are being implemented in waves. In each wave, 5,000 Emoji Stories are sent out via SMS over a period of 4 weeks. Potential customers are targeted based on demographic information and proximity to Pizza Hut delivery outlets to minimize dropouts.
Customers who responded positively to the Emoji Stories were re-enrolled for subsequent waves, with a gap of 2 weeks minimum in between, and fresh Emoji Stories to avoid fatigue.