The message and the new media we used were absolutely linked. Imagine you’re at home at about 7pm and somebody rings the bell. You head to your entrance door, and when you see through the door viewer, there’s a pizza boy right there in front of you, with “your order”. The message is clear, the phone number is printed on the pizza box, and that’s all you need, apart from being a little hungry.

Papa John’s phone calls and sales increased 80%, and they achieved a huge awareness in a highly competitive market, with a limited budget of $200.We have beaten tv and print campaigns with the smallest poster ever made, just by being at the right time at the right place. Literally.