OGILVY & MATHER GROUP HONG KONG, Hong Kong / PIZZA HUT / 2015
As the Hong Kong pizza delivery leader, Pizza Hut has found success by staying true to its core brand values of freedom, sharing and innovation – things that all resonate with its target audience of young consumers.
The food delivery market in Hong Kong has become increasingly competitive with more local challenger brands and international chains setting up shop.
We needed to reinforce Pizza Hut’s position as the pizza delivery service of choice in the minds of consumers by demonstrating the brand’s commitment to innovation.
We realized that one of the key times people order a pizza delivery is when they're about to enjoy a movie. This insight informed our big idea – combining pizza and movies in a unique new way.
We created the Blockbuster Box – a one-of-a-kind pizza box that transforms into a projector. Follow a few simple steps and insert your smartphone into the box to watch some fantastic short movies while you enjoy your pizza.
The Blockbuster Box created buzz around Pizza Hut as a true innovator. The success of this promotion in the test market of Hong Kong means that the Blockbuster Box will be coming to a Pizza Hut near you soon.
Our big idea came out of a tasty insight. When are people most likely to order a pizza? Movie night. Pizza and movies are a match made in heaven, so we combined the two in a revolutionary new way.
Working with product designers, packaging experts and street artists we created the Blockbuster Box – a unique pizza box that transforms into a movie projector. Simply remove your pizza, pop the integrated lens into the front and insert your phone to watch some action while you enjoy a slice.
To further appeal to our target audience we teamed up with 4 local street artists who created illustrations for each of our 4 limited edition boxes, themed around the movie genres of Action, Horror, Romance and Sci-Fi. Scanning a QR code on your box also let you project a selection of short films in that genre from Hong Kong and around the world.
The limited edition Blockbuster Box was a resounding success, delivering on its goal of creating fame around Pizza Hut as a true innovator. The proven success of this promotion in the test market of Hong Kong means that the Blockbuster Box will be coming to a Pizza Hut near you soon.