Spikes Asia

Pizza Hut Delivery - Freestyling Christmas Wish List

ISOBAR CHINA GROUP, Shanghai / PIZZA HUT / 2018

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Overview

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Credits

Overview

Background

Christmas has become one of the most popular festivals among young Chinese people, while western food sales reached its peak during this occasion. As the pizza expert, Pizza Hut Delivery needs to leverage the holiday season creating impressive campaigns to attract young consumers and enhance its energetic brand image.

Execution

During 2017 Christmas season, Pizza Hut exchanges the roles of brand and consumer. Let young people live the brand and speak for the brand.

We collected consumers’ wishes every week, and composed them into a rap song “Christmas Wish List” sung by famous Chinese rapper. The wishes were also cast onto the Aurora Building - the most eye-catching screen in Shanghai, and even adapted as the longest freestyle song in history.

Through the mobile, consumers could also grab the rapper’s microphone, and record their own rap with the rhythm. The song produced by consumers and sung by rap star was aired on Chinese largest popular music platform KuGou. Consumers’ wishes were delivered to the world!

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