For pizza delivery, direct contact with the customer is limited to a short time at the door. With only a short encounter, there is no personal communication between customers and delivery staff. We tried to create a buzz with unusual conditions/exceptional naming and attracted many customers. It was up to the delivery staff to decide whether a customer met the unique conditions, and communication and laughter between delivery staff and customers was generated at the door.

From the 1st day of the campaign, it went viral exponentially and created a buzz through SNS. It generated more than 40,000 tweets on launch day and ranked #1 for Yahoo! keyword searches. Moreover, actual delivery scenes were covered extensively on TV, internet news and SNS. Among 2,925 participants in this campaign as much as 32.9% were new customers.