National Student Advertising Competition 2015

FRESH

DYNAMITE

PRETZEL

Team 118

BOMBSHELL

FRESH

SPINACH

PREMIUM T O A S T E D OLD FASHIONED CRUSHED M E A T B R A W L T O M A T O ASIAGO

PEPPER

P E P P E RS

LUAU

CHERRY

SKINNY

SRIRACHA

CHERRY PEPPER

FIREY RED

PIGGY

HONEY

PE RUVI AN

PARMESAN

PA R T Y

GARLIC

FIRE

7-ALARM

GARDEN

SWEET SRIRACHA

BUFFALO STATE

OF MIND

SPINACH

CREAMY

CHERRY PEPPER BOMBSHELL

ONE MEETING PLEASE

Executive Summary re Aw ard

Don’t take this award lightly

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Th e

Millennials have stirred up quite the ruckus with high demand for a taste revolution. Pizza Hut’s menu change has satisfied the tongues of millennials all over the country. Pizza Hut went above and beyond with two billion new flavor options. It is a movement for the generation that requires more out of everything in their lives; the minimum is no longer enough. Now it’s time for Pizza Hut to surpass experience expectations—especially with digital ordering.

e Th

a H

TABLE OF CONTENTS Research:

3-8

Strategy:

9 - 10

Creative Messaging & Integration: Media Plan: Measurement & Evaluation:

11 - 24 25 26-27

CAMPAIGN OBJECTIVES (As stated by Pizza Hut in 2014)

◗ Position Pizza Hut as the top choice for customers who order pizza digitally ◗ Provide the greatest digital ordering experience in the category ◗ Reach the target of 75% of all orders done online/mobile by the end of 2015

02

The Brand is Changing

Social Media & Clever Pop Culture Engagement

On November 19th, 2014 Pizza Hut upended the pizza game.1 Literally.

◗ Pizza Hut introduced a revolutionary menu

with two billion options, including “Skinny Slice Pizza” and gluten-free crust2 ◗ New logo and rebranding3 ◗ Teaser and roll-out ad campaign ◗ New app, website, and social media ◗ New packaging, uniforms, etc. ◗ “The Flavor of Now” tagline

The Ads – Launch and Menu Campaign ◗ “Unboring” experiential teaser ◗ Italians who resist pizza menu changes ◗ Vine games and social media fun

YouTube Stars & Branded Entertainment Other Brand Innovations ◗ Movement to small retail footprint –Delco & Express stores ◗ Book-It Program expanded for kids and alumni4 ◗ Visa Checkout – 15 seconds and done

Digital Results,Thus Far Pizza Hut is gaining digital traction ◗ 15% increase in digital orders, 2013 to 20145 ◗ 47% digital orders as of December 20146

03

1. Elliott, S. (2014, November 18). In Overhaul, Pizza Hut Tries Adventurous Menu Offerings and a Dash of Irreverence. Retrieved March 1, 2015, fromhttp://www.nytimes.com/2014/11/19/business/media/in-overhaulpizza-hut-tries-adventurous-menu-offerings-and-a-dash-of-irreverence.html?_r=0 2. Pizza Hut To Offer Totally Gluten-Free Pizza January 26. (2015, January 25). Retrieved March 2, 2015, from http://www.inquisitr. com/1788170/pizza-hut-to-offer-totally-gluten-free-pizza-january-26th/ 3. Lanks, B. (2014, November 11). Pizza Hut Goes Flat With Redesigned Logo. Retrieved March 2, 2015, from http://www.bloomberg.com/bw/articles/2014-11-11/pizza-hut-goes-flat-with-redesigned-logo/ 4. Ledbetter, C. (2014, October 1). Pizza Hut Sparks Nostalgia Among Book Nerds By Bringing Back ‘BOOK IT!’ For Adults. Retrieved March 1, 2015, from http:// www.huffingtonpost.com/2014/10/01/pizza-hut-book-it-is-back-free-pizza_n_5906472.html 5. Yum! Brands, Inc. Annual Report. (2015, February 4) 6. Taylor, K. (2014, December 10). Half of Papa John’s Sales are Now Digital But Other Pizza Makers Are Closing In. Retrieved March 1, 2015, from http://www.entrepreneur.com/article/240736

The Industry is Changing The Little Guy Isn’t So Little7: Independents Dominate U.S. Pizza Sales – $38.5 Billion

Big Chains Challenged– “Millennial Dining Promiscuity & Fast Food Shame” Americans are demanding more for their money, higher-quality fast food, and greater variety than can be found at titans such as Burger King, KFC, and McDonald’s. – Harry Balzer, Chief Food Analyst, NPD Group

Chipotlification and Pizza– Customized and Artisan are In

Emerging pizza chains are positioned as better food, the way you want it, fast.

Millennial Dining– Independents Other Chains Pizza Hut Domino’s Little Caesars Papa John’s

41% 20%

15% 10% 8% 6%

7-Eleven Style 57% of Millennials have purchased prepared foods from a C-Store.8 Digital Ordering Is Becoming A Necessity

Brands ranging from Starbucks to Taco Bell are utilizing the mobile accessibility millennials crave.

FACT:

Digital Capabilities = Large Orders Mobile & online orders are on average: higher than the Industry average ticket10

30%

In 2014, Starbucks’ app. was the most successful U.S. mobile payment app.9 -- Business Insider, 10/17/14

7. CHD Expert and Technomics. (n.d.). Retrieved March 1, 2015, from http://www.chd-expert.com/restaurant-database 8. Horovitz, B. (2015, February 4). Millennials crave convenience stores most of all. Retrieved March 1, 2015, from http://www.usatoday.com/story/money/2015/02/04/millennials-convenience-stores-fast-food-restaurants/22872685/ 9. Heggestuen, J. (2104, October 17). An Inside Look At The Starbucks App, The Most Successful Mobile Pay System In The US. Retrieved March 1, 2015, from http://www.businessinsider.com/starbucks-mobile-payments-app-2014-9 10. 5 Surprising Consumer Food Trends For Restaurants. (2014, October 7). Retrieved March 1, 2015, from http://restaurantengine.com/5-surprising-consumer-food-trends-restaurants/

04

The Competition is Changing Pizza Hut is still the #1 U.S. Pizza Chain but facing tough competition.

11

(December 2014)

12

50%

# total stores 7,846 4,986 3,207 3,890

40%

◗ ◗

◗

20% 10% 0

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Piz

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Sentiment Score ◗

Domino’s 70

Pizza Hut 69

05

3000 2500 2000

Better Ingredients Better Pizza. Papa John’s Campaign NFL sponsorship Peyton Manning, “Pizza Maker & Play Maker”15 Digital ordering reward program

Chipotle

◗ Food with Integrity Campaign ◗ “Farmed and Dangerous”

branded content - Hulu Scarecrow” branded film - YouTube ◗ Interactive Game & Mobile Coupon16 ◗ Signature Event Cultivate Festival17 ◗ “The

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566

Li Ca ttle es ar s

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Piz

1770

0

2384

500

2263

1000

2263

1500

3001

Followers per Company

For Millennials, fast casual concepts MUST be considered.

Places like Chipotle are now their go-to favorites.

Little Caesars 55

While Pizza Hut has the largest overall following, when you break it down to per store following, competitors are dangerously close.

3500

Fast Casual Competitor

Papa John’s 60

Blaze 63

P Jo apa hn ’s

Chipotle 76

2095

Panera 81

Oh Yes We Did Campaign Pizza tracker and Dom13 “MORE” campaign: more than just pizza14

Papa John’s

30%

40%

Pizza Hut Domino’s Papa John’s Little Caesars

2013 US Sales (Millions) $5,700 $3,800 $2,495 $3,025

47%

Company

◗

Number of Orders from Digital

50%

Data Analytics

Domino’s

Pizza Hut is NOT #1 in Digital Ordering

11. The QSR 50 Pizza/Pasta Segment. (2014, August 1). Retrieved January 17, 2015, from http://www.qsrmagazine.com/reports/qsr50-2014-pizza-segment-breakdown 12. Half of Papa John’s Sales are Now Digital a But Other Pizza Makers Are Closing In. (2014, December 10). Retrieved February 28, 2015, from http://www.entrepreneur.com/article/240736 13. Domino’s Tracker®. (n.d.). Retrieved February 27, 2015, from https://order.dominos.com/en/pages/tracker/#/track/order/ 14. Domino’s TV Commercial, ‘Name Change’ (n.d.).

Retrieved January 10, 2015, from http://www.ispot.tv/ad/7xnm/dominos-name-change 15. Rudy, M. (2014, September 4). Papa John’s Goes Social for NFL Kickoff. Retrieved February 28, 2015, from http://www.adweek.com/news/advertising-branding/papa-john-s-goes-social-nfl-kickoff-159873 16. The Scarecrow. (n.d.). Retrieved February 28, 2015, from http://www.scarecrowgame.com 17. Chipotle Cultivate Festival. (n.d.). Retrieved February 28, 2015, from http://chipotlecultivate.com

The Trends

They Drive the Experience Economy

The Consumer is Changing Millennial Passions

Diversity

Happiness

◗ 78% of Millennials would

rather spend money on an experience than a thing ◗ 77% of Millennials say their best memories come from experiences20 ◗ 69% of Millennials describe self as adventurous21

Smartphones are their Bestie22

◗ 88% check phone at the table ◗ 87% never let phone leave side ◗ 80% check phone 1st thing in a.m. ◗ 60% believe “everything will be done on a mobile” in 5 years

Passion

Freedom of Choice

53.6% underemployed 16.7% unemployed 36% depend on parents for financial assistance

14% still live with parents

Discovery

C-Store food buyers

ernet Int

Deodorant

90%

Millennials rely on Word of Mouth

80

93% Toothbrush

Phone

Foodies

Others’ Opinions

Millennials think their phone is more important than their car, the internet, deodorant and their toothbrush.24

96%

Alone together

The Balancing Act

The Necessities

Generation Screwed23

Digitally connected

Experience Thrill Seekers Risk adverse stress balls

88%

Car

80%

An Edelman and 8095 survey showed that millennials trust word of mouth referrals when making major decisions.

60

40

20

77% 64% 21% 21% 20%

◗ Millennials are looking for bold, spicy, adventurous flavors19 ◗ 50% describe as foodies18 ◗ 33% of consumers want to try pizza with more interesting toppings

% of millennials that trust source

Flavor or Bust

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Source

18. Lukovitz, K. (2013, August 8). BBDO Probes Millennials’ Dining-Out Habits. Retrieved March 9, 2015, from http://www.mediapost.com/publications/article/206386/bbdoprobes-millennials-dining-out-habits.html 19. Han, C. (n.d.). Flavor Behavior | Flavor & The Menu. Retrieved March 9, 2015, from http://www.getflavor.com/flavor-behavior/ 20.

MILLENNIALS: Fueling The Experience Economy. 1st ed. Eventbrite, 2014. Web. 9 Mar. 2015, from http://eventbrite-s3.s3.amazonaws.com/marketing/Millennials_Research/Gen_ PR_Final.pdf 21. Fromm, Jeff. American Millennials: Deciphering The Enigma Generation. 1st ed. Barkley, 2011. Web. 9 Mar. 2015, from http://blog-barkleyus-com.s3.amazonaws. com/wp-content/uploads/2011/09/BarkleyMillennial-ResearchExecSummary.pdf 22. (2014, April ). The Smartphone Is The Millennials’ Bestie [Web Graphic]. Retrieved from http:// www.miteksystems.com/infographics/the-smartphone-is-the-millennials-bestie/ 23. Yen, H., Valdes, M., Loller, T., Silva, C., & Chereb, S. (2012, April 23). Half of recent college grads underemployed or jobless, analysis says. Retrieved March 9, 2015, from http://www.cleveland.com/business/index.ssf/2012/04/half_of_recent_college_grads_u.html 24. Trends In Consumer Mobility Report. 1st ed. Bank of America, 2014. Web. 9 Mar. 2015.

06

A Mixed Methodology

Ethnographies • Flash Survey • Digital User Research • Product Sampling • Quantitative Survey • Projective Techniques Ordering Intercepts • Digital & In-Person Focus Groups • Concept Testing

Objectives

Primary Research

Research

Digging into Change

◗ Understand pizza as a lifestyle option ◗ Explore Pizza Hut and competitors ◗ Investigate ordering behavior, on and offline ◗ Consider trial motivators

QUALITATIVE:

QUANTITATIVE:

How Millennials feel about Digital Pizza Ordering.

National Profile of the diverse Millennial pizza lover community.

National Questionnaire

Interviews & Small Focus Groups Barriers: Data Phobias | Question Concerns | Financial Trust

1. 54% of respondents still called the store.

“I don’t trust I will get what I ordered.” Richard, 18, Photographer

2. WEIRD FACT: Millennials who don’t order pizza digitally

“Don’t trust apps with credit card info.” Fernando, 23, Retail Manager “Apps take up unwanted space on my phone.” Tara, 29, Mother of 1

Strengths: Convenience | Speed | Accessibility | Fun “The convenience and overwhelming joy I get from seeing my virtual pizza being constructed.” - Christine, 21, College Student “It is faster and more convenient, with less miscommunication.”

- Phil, 24, Safety Supervisor

“I can order pizza wherever I am.” Gary, 26, Construction Worker

Only 7% use the app.

are still highly active online.

3. Top 3 Priorities for trying a new app “I would try an app if... ...I heard about it from friends.” 77% ...it entertained me.” 60% ...it helped save me money.” 49%

With 3 young kids, Thank Pizza is you easy for always

being there

07

Pizza Love If I love you, You are you never Bae <3 were leave a human, me I’d marry you

Pizza Therapy Thanks 4 feedin’ me during nights of You’ve studying never

disappointed me

illennial

Re s

1,750

Subjects ch

Millennials wrote heart-felt, funny, and sometimes even sad pizza love notes.

lM ta o T

r ea

Projective Technique: “Pizza Love Letters” Pizza Togetherness

Post-Rebrand Research After The Day Pizza Changed 11.19.14 More Focus Groups • Flash Survey • Social Media Listening • Digital User Research • Buzzfeed Poll

QUALITATIVE:

Social Media Listening

We listened to pizza lovers on Twitter, and discovered the top three Twitter post rebrand pizza trends.

Craving

Ordering Indecisions

New Flavors

QUANTITATIVE:

Food Fit: Buzzfeed Poll

We created a quickie quiz on the millennial favorite, BuzzFeed, asking nationwide: “Which brand would you rather be seen with?”

Flash Survey

We asked millennials about the Pizza Hut rebrand.

70%

User Research

didn’t know about the new menu three months after it launched.

Positives: Ordering digitally was

We guided millennials simple, convenient, and easy to navigate. through the rebranded Neutral to Negatives: Digital interface Ordering Indecisions website & app, exploring the was flat to boring in terms of “fun” digital ordering experience. or “I would enjoy using and sharing this.”

Big Winner: Chipotle 40%

Panera 27% Chick-Fil-A 8% Domino’s 4%

Pizza Hut was preferred by just (tied with McDonald’s and Wendy’s)

2%

08

Strategy & Account Planning Complete the Pizza Hut Transformation

Pizza Hut

Consumer Hierarchy

I want to share my Pizza Hut love Pizza Hut is my go - to

I will order Pizza Hut’s new menu digitally

I want to try ordering digitally

Roadblocks to Digital Ordering ◗ Pizza Cognition

Pizza has changed and digital is amazing

“The first pizza we experience...becomes the standard by which we judge all future pies.” – Sam Sifton, NY Times food critic, 2004.

I think I know Pizza Hut, they’re fine

◗ Pizza Tracker

“I will not change my behavior unless you tell me why I should change.”

– Claire Knapp, Medium, 12/1/14

SWOT Strengths: ◗ Largest global pizza chain ◗ 2 billion flavor combinations ◗ 7,355 franchisees strong ◗ Digital ordering growth

09

Millennial Truths: ◗ Digitally obsessed, except for pizza ordering ◗ HABIT drives order behavior ◗ Homogenized, cheap, quality issues with national chains ◗ Foodie-ism is KING

Tactical Considerations Weaknesses: ◗ Digital ordering vs. competition ◗ Menu change awareness levels ◗ Some local level delivery issues ◗ Some local rebrand & activation inconsistencies

Opportunities: ◗ Exceed our customers’ expectations ◗ Heighten rebrand awareness ◗ Build brand engagement ◗ Make Pizza Hut digital ordering a HABIT

Threats: ◗ Chipotlification ◗ Emerging customized artisan pizza competition ◗ Chain pizza perception ◗ Phone order habit and phobias/fears

◗ Trust & Confidence Issues mean: celebrate successes, share, highlight VISA Checkout partnership for credibility ◗ Reward Behavior Change & Sharing mean: entertainment and immediate gratification (savings, give aways, etc.)

Strategy & Account Planning Brand Positioning Statement Pizza Hut is the best choice for pizza-loving millennials because other pizza chains have limited options and mundane digital ordering experiences. Pizza Hut overdelivers everything from flavors to digital ordering capabilities for a truly engaging, shareable experience every time.

Variety and Customization

Just Food

WE MUST RE-PROGRAM MILLENNIALS.UNLEARN HABITUAL BEHAVIOR. CREATE CHANGE VIA REWARDS.

Meaningful Experiences

Pizza Hut needs to show off its new menu and digital ordering experience through rewards and user experience. This will position Pizza Hut as the brand that makes the experiences millennials crave, possible.

Limited variety and customization

Amazing customized food

Brand Archetypes Entertainer / Jester:

Fun Loving & Stress Busters

Explorer:

New Experience Cravers

Networker:

Social Butterfly, Community Connector

+

Unbelievable pizza overdelivery experiences

=

Pizza Hut Evangelists

10

Overdeliver

BRAND

Manifesto

You hunger for more than what pizza has done for you in the past. Pizza Hut’s evolving with you, for you. We’re rising to the occasion to go beyond and

deliver extraordinary experiences.

We’re sparking the revolution to give you the most options in the most exciting ways. We amp up the flavor of your moments every day in

2 billion ways because we

30 Second Anthem:

We’re not born with the urge to be boring.

We want loud and bold.

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Quite frankly, we won’t settle for less.

overdeliver.

We want more...

Out of our days, our lives, and our food.

Driv et

We don’t crave normal.

Drive To Digital: This icon notes the direct push to digital ordering

We want to #OVERDELIVER every step of the way.

Pizza Hut is bringing you, The Flavor of Now.

As an ultimate call to action, and the backbone of our campaign, this :30 spot provides the spirit for the idea of #Overdeliver

MEDIA RECOMMENDATIONS: The anthem spot will be featured on top fall shows, morning talk shows, and sport slots, such as the ones indicated

1.

2.

Image based user interface Points earned for free pizza

Cheeky memes to express our tone

Remembers favorite order

Brand Manifesto

Cash earned for Pizza Hut swag

Homepage

Acknowledges time of day

3.

1 click ordering Driv et

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Set The Sound

Own The Wait. Relax.

Rewards Program

Better than a string quartet, the app only plays what you want. Sync up your phone with friends for a surround sound effect.

VIP access to your own lounge wherever you are. Connect with friends over Wi-Fi and Bluetooth to play games music or send messages.

Eating pizza is hard work and you should be rewarded for it with more pizza! Earn 8 pizza pieces and receive a coupon code for a free medium pizza.

Add Friends

GROUP ORDERING MADE FUN + EASY

12

Ordering

Curated for All Using the flavor intelligence tab, you will only be presented with options that you and your party all agree on.

Who Calls in for Pizza?

#OVERDELIVER Delivery

We take delivery seriously. Even after the pizza is dropped off we want our customers to be completely satisfied. To ensure this, we want feedback on our services asap.

Get Notified

While in landscape mode, keep a constant view of who is in the group, the group total, and your personal total.

Rate the Experience

+ TIP

Youâ&#x20AC;&#x2122;ll Pay Me Back Right?! And the Countdown Begins

Stay Up to Date

IOUs go right out the window! Your As soon as the order is placed you get total plus tip is now split evenly among the countdown to greatnessâ&#x20AC;&#x201C; your group. cheesy greatness.

Take it one step further and see the distance between you and your saucy loved one.

How are we doing? Tip your delivery driver and rate your order. If an order receives a 1 or 2 rating, the customer will receive an email asking for ways to improve and a coupon to win them back.

Report a Problem

Make it right. On social media as well as an in-app comment section, customers can voice their order satisfaction.

Dissatisfied customers will receive a discount code, turning disgruntled customers into fans.

When your driver is 5 miles away, you will be able to track your pizza in real time.

9:23 Driv et

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Brag About Your Pizza

Live updates on your pizza

13

Bio on the Pizza Maker to give a friendlier face on our rock star employees

Show your followers that you have great taste. Quick links let you post your thoughts and pictures on your favorite social media sites.

Let Us Match Your Vibe

What’s The Hut?

With the bae Romantic

Comfy PJs

Scary Movie

Taste For Your Taste Buds Based on how much info you give The Hut, the page you see is curated based on your taste and what flavor of content you like.

A

Date Night

The Hut

Give The Hut a little background info on who you’re with and what the mood is, and we’ll take care of the rest!

The Hut is the new place to be on the Internet. Full of crowd sourced content, The Hut is ever-changing with the next coolest thing.

Environment: Mood Lighting

B Burning Desire Playlist

Sharing More Than Food

Hold down the good content and swipe towards your friends around you to spread the fun. Sitting alone?

Just choose a social media site and share with online friends

Play To Win

Get your game on. Play mini games with your friends to earn points.

Or get competitive. Have last place cover the tip.

Turn Up

The party is in your palm. Need music, movies or just funny cat videos? We’ll help you get the party started instantly.

R+B, Soul, Slow Jams

Movie Suggestions

Specific Memes for the Situation

Find out if you’re right for each other based off your pizza habits!

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Twitter

Own Mondays! Pizza Hut takes the worst day of the week and #Overdelivers happiness.

Pizza Hutâ&#x20AC;&#x2122;s #Overdeliver contest will be launched featuring crowd-sourced videos of #Overdeliver moments.

Winning videos will air in a Youtube Commercial.

Influencers will share how #Overdeliver brings their circle together.

Driv et

Snapchat The Flavor of Now will dominate the Discover page of Pizza Hut featuring tons of crowd-sourced, customized pizzas. In addition, Snapchatters will have tons of emojis to share with friends. Lastly, Pizza Hut will allow users to select, buy, and pay for their pizza right through the app.

Customized emojis for more flavorful sharing fun.

15

Vine

Instagram

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Time to Break the Internet

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The total is $22. Enjoy in 45 minutes :)

Facebook Push the overdeliver movement further by showcasing the best moments of overdelivery on Facebook. Encourage users to like, share, and engage.

Ep. 01: Pete finds himself delivering pizza to a log cabin on the city’s edge.

A park ranger emerges to pay for the meal and invites Pete to a “pizza party.” Pete declines.

Unfortunately, a flat tire leaves Pete stranded at this two person party.

Ep. 02: After his long Ep. 03: Pete gets a pizza term girlfriend packs up stalker, a man that and leaves, Pete is too loves pizza so much he focused on emotions follows Pete around to worry about his to every delivery for deliveries. But, when a weeks. Pete tries to late night delivery order help and gets the man is at the home of a a job at Pizza Hut. Soon fortune teller, Pete is Pete discovers that the more than happy to trade mystery man may be the pie and find out what more interested in Pete happens next. than pizza.

“Gimme Pizza” is a live streamed show on YouTube created by Pizza Hut and hosted by Chris Pratt, one of the stars of the TV Show Parks and Rec and The Lego Movie. The first pizza interactive game show for the home audience to gain #overdeliver points for free pizza.

Documentary

Branded Content

"Overdelivered" is a web series premiering exclusively on Hulu. The viewer follows Pete the Pizza Hut driver on his deliveries which are anything but ordinary.

Driv et igital oD

Web series

Online Game Show

The #Overdeliver Branded Documentary chronicles various valiant stories of people overdelivering in everyday life, from soldiers coming home to kids mowing their neighbor’s lawn.

MEDIA RECOMMENDATION: In order to take advantage of existing partnerships branded content will be featured on Hulu, as well as Youtube.

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#Overdeliver Pre-Roll

#Overdeliver Digital Radio Script

The consumer is hypnotized into wanting the flavor of now.

Driv et

On camera talent: Commercials that don’t offer you free pizza don’t deserve to be watched. But that’s exactly what we’re doing. You get free pizza.

College Group: You. Get. Free.

Pizza.

Family: YOU GET

Millennial Backpackers: You did your part and sat through this, so here ya go:

Driv et

VO: You are getting very sleepy. Your eyelids feel

heavy. When I count down from 5, you will fall into a trance. 5-4-3-2-1. Pizza Hut has 2 billion flavors to choose from. When I snap my fingers, you will wake up, enter the promo code “hypnotize” for free breadsticks.

SFX: Fingers snapping VO: Pizza Hut. #overdeliver

#Overdeliver Native Ads

Pizza Hut themed content will appear on Facebook newsfeeds.

FREE PIZZA! YOU GET IT, GET IT?

VO: Get your first order free on the Pizza Hut app with promo code OVERDELIVER

#Overdeliver Rich Media

This highly shareable and engarging rich media ad includes “pizza math.” Viewers enter their age and the algorithm calculates how old they would be if they tried a new flavor everyday

Jess you would be 3832 years old Hey

before trying all 2,000,0000,000 flavors of now.

Overdelivery

#overdeliver

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Betty White: YOUUUU. Get freeeeeee pizza. igital oD

Digital Ads and Content

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How do you #Overdeliver on Pre- roll? Give them something worth watching for, like free pizza.

MEDIA RECOMMENDATIONS: Rich media and preroll will appear on websites chosen from Nielsen’s top 100 sites for 18 - 34 year olds. Native advertising will catch millennials interest by going to where they are - Buzzfeed, Playbuzz, etc.

Digital radio ads will be placed on both Pandora and Spotify.

#Overdeliver Traditional Billboard

Out of Home

The fridge is lame, we want to put your art on a big screen. Share your pizza online and you could see it highlighted on a billboard near you. This crowd-sourced initiative celebrates local pizza loversâ&#x20AC;&#x2122; flavorful moments of overdelivery and supports the local Pizza Hut franchisees.

#Overdeliver Digital Billboard Donâ&#x20AC;&#x2122;t just say #Overdeliver, see it. Visual moments that #Overdeliver will cycle through on this digital billboard. This is another terrific opportunity to showcase local moments of overdelivery. These #Overdeliver moments can be crowd-sourced locally and selected by nearby franchisees.

MEDIA RECOMMENDATIONS: Billboards will be placed near franchisee locations.

18

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#Overdeliver Double Sided Mall Kiosk Touch screen mall ads will lure shoppers with a sexy, inviting voice (think Barry White) and allow shoppers to order digitally on the other side and pick up at a nearby Pizza Hut. Copy VO: Do you feel that? A little steamy. A little saucy. A complete flavor party. All up in your mouth. Oooh Sweet Honey Sriracha, somebodyâ&#x20AC;&#x2122;s not afraid to get steamy. Pretzel cheese stuffed crust? Your taste buds are frea-kay.

With 2 billion combinations, overdelivering to completely satisfy your taste Buds. Mmmmm only at Pizza Hut, The Flavor of Now.

#OVERDELIVER

#Overdeliver Pizza Box Installations

Driv et Driv et

#Overdeliver Interactive Transit Stop

Open the Pizza Hut app, hold it up to the pizza hut box to unlock fun and endless prizes from the brand.

MEDIA RECOMMENDATIONS Installations will be placed in shopping malls with Pizza Hut Express stores.

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Interactive Out of Home

Pizza Hut overdelivers with flavor on the go. Choose Skinny or Classic crust with all of the new toppings, including drizzles in less than 3 minutes (thanks to infrared ray technology). Pizza vending machines will be placed in high traffic areas. Overdelivering Pizza Hut goodness everywhere.

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#Overdeliver Pizza Vending Machine

This highly shareable interactive transit stop not only smells great (pizza scented), it also plays Spotfiy tunes so good you just might wait for the next bus. These transit stops are also hot spots for easy digital orders.

Transit ads will run in urban cities with extensive public transit.

College Tailgating and Music Festivals

Driv et

Type in “THELEAGUE” at the end of your order for exclusive deals and a shot to win the Very Real Fantasy Draft Party Experience.

Experiential

#Overdeliver at the big music festivals (Lollapalooza, Sunset, Summerfest) and Division I football games.

Trucks full of party supplies and pizzas will be outside the stadiums for football games, as well as outside music festivals full of games, free downloads, and digital ordering incentives.

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Timed perfectly with #Overdeliver, fantasy football themed show The League will be premiering their 7th and final season. So, who better to have at a fantasy football pizza party than the cast and plus a few NFL stars?

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#Overdeliver Fantasy Football

Cinema

Let the pizza be with you. Trucks outside of cinemas will be delivering pizza to the fans in line for the upcoming blockbusters, (like the upcoming Star War film,) and taking photos of the best costumes in line. Once the theatre is filled, our “ad” will appear, showcasing individual overdeliver moments of attendees in costumes, camping out, etc.

MEDIA RECOMMENDATIONS: Event buses will visit places where crowds gather -the hottest movie premiers, colleges, NCAA pregame tailgating, and much more. Other examples of “waiting overdeliver” moments will be at premieres for Minons, Spectre 007, and Mocking Jay Part 2.

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Partnerships

BOOK IT!

“That Is Not A Pizza” is a book/ebook released for free in late August to help introduce the Book-It program. The book teaches preschoolers to early grade schoolers acceptance of physical differences through the Flavors of Now. A mini version of “That Is Not A Pizza” will be shrinkwrapped with family pizza orders in back to school days and provided free to all schools participating in Scholoastic books.

Bloggers & Vloggers

Bloggers/Vloggers with audiences that reach millennials, famillennials, and gamers will promote The Flavor of Now on their respective platforms.

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In partnership with Chegg, coupons will be included in every book shipment between August and September for the start of the new semester. A great welcome for budget conscious college students everywhere.

Xbox

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Chegg

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Play hard, eat hard. When an Xbox player reaches enough achievements from playing games they will be awarded with a free pizza that they can then order straight from their Xbox.

Digital Car Topper

Pizza Moment of Truth

New Pizza Boxes

Pizza Hut’s boxes will overdeliver with a soccer field game board, where famillennials and millennial friends alike can play together. All you need is straws! This will also be a showcase for the enclosed shrinkwrapped mini “That is Not a Pizza” booklet.

Digital car toppers placed on delivery cars that will show new menu items and feature live tweets from local consumers that #Overdeliver.

A great way to “drive” franchisee traffic.

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Our Signature Event

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#Overdelivery Stage with performances by top artists: Bruno Mars, Hozier, and Maroon 5.

Pizza Hut will host their inaugural signature event with an annual party on November 19th to celebrate the day pizza changed. By inviting only the top pizza lovers found through our app and all social media channels, this place will be packed with people who know pizza.

Overdelivering on flavor and experience, there will be multiple attractions including a breadstick garden to relax and enjoy some flavored pizza while listening to the nearby live music.

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The Over Delivery Project

The Overdelivery Project

The pizza party bus will also be there providing air conditioning, good music, and Xbox Ones to play.

For the more adventurous pizza lover craving hands-on overdeliver craziness, go carts, and a sauce nâ&#x20AC;&#x2122; slide will cure the need for speed. #Overdeliver VIP Franchisee Meeting At the annual meeting, franchisees will be able to take part in the activities featured at our Over Delivery Project event. Giving the front-line store owners a VIP preview of our national campaign.

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MEDIA RECOMMENDATIONS: This event will also be promoted digitally on Facebook, Twitter, and Instagram before, as it happens, and after.

To take the first full year of flavor out with a bang, we are sponsoring New Year’s Eve with Carson Daly on NBC Times Square and bringing the party. Giving out branded swag including sunglasses, poppers, party hats, and noisemakers. We will also be promoting the success of #Overdelivery Project on multiple big screens surrounding the area. And, of course, closing out the year (and our campaign) with lots of Pizza Hut Flavor of Now slices.

New Year’s Eve

Bonus Round

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Can’t make it out to the Big Apple? Order a #overdeliver free party box with your pizza. Filled with all of the same branded swag given out in New York City.

MEDIA RECOMMENDATIONS: The iconic ball for the ball drop will be taken over. Also, digital billboards in Time’s Square will be bought.

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Media Planning

Media Objectives ◗ Reach 75% of millennial customers (18-34 year old) ◗ Generate 4 times viewing frequency against 18 - 34 year old consumers ◗ Drive digital ordering by 18-34 year old audience

18-34 pizza lovers. Especially men and “ famillennials.” Financially stressed, busy, but fun loving and experience-craving sharers. People seeking better pizza and better adventures worth their time, their wallet, their Twitter, Facebook accounts and more.

Media Strategies ◗ Crave timed buys to maximize media aperture, being at the right place at the right time ◗ High frequency to position Pizza Hut as number one and top of mind ◗ Digital interactive campaign components sought to increase engagement and activation ◗ Media vehicles with high social sharing selected to increase digital advocacy

Media Optimization

The campaign will be monitored closely daily throughout the campaign.

Digital and traditional buys will be evaluated against market metrics to optimize sales impact for local franchisees.

Key Media Touchpoints

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Media Target

MEDIA TIMING JUL 2015 - DEC 2015

Media vehicles are indicated within this planbook on each page as the 360 campaign unfolds. Buys are designed to reach our target at every key touchpoint in their brand rediscovery.

SEO/SEM

Our media budget also includes purchasing relevant, trending keywords for SEO/SEM. Keyword buys will be flexible to reflect current trends. However the following keywords will be included throughout the campaign: ◗ Overdeliver ◗ Flavor of Now ◗ Pizza Hut ◗ Crave

◗ NCAA ◗ Pizza Hut App ◗ Overdelivery Project ◗ Party Bus

Media Buying Flexibility

◗ Pizza Vending machine ◗ The Hut ◗ Fantasy Football ◗ The League

◗ Mockingjay Premiere ◗ Star Wars Premiere ◗ Pizza Boxes ◗ Minions Premiere ◗ 007 Premiere

Some of the highly competitive media elements will be locked and loaded to ensure media placements and/or avoid inventory issues (e.g., digital billboards, etc.). However, a portion of the buy will remain open and flexible for local franchisee opportunities as they arise. Media professionals will work with local franchisees to ensure media plans accommodate their most critical needs.

CONTACT POINT

TACTICS

AWARNESS

Tv & Pre-Roll

Anthem Spot in Prime, Late Night, Sports & Daytime Talk/Magazine Formats on Top Millennial Programming, :15 Pre-Rolls on Millennial Favorites

Digital & Traditional

Radio

“Crave” drive times traditional radio & digital video :15 fun. (Pandora, etc.)

Digital & Traditional

Billboard

Traditional & digital boards by franchisee stores celebrating #overdeliver locally

Digital

Branded Entertainment

Hulu “Delivery Man” Comedy Series * YouTube Game Show * YouTube Overdelivery documentary

Digital

Native Ads

Targeted millennial sites where anticipate branded content (e.g., Buzzfeed, Playbuzz.)

Digital

Influencer Marketing

Blogger outreach via top millennial followed bloggers & mommy bloggers

INTERACTION

Web Site & App

Group Games, Music, Social Sharing, Memes, Movie Suggestions, Mood Lighting (including Disco Ball Craziness, all from your phone or bigger screens)

Digital

Digital OOH

Digital

Interactive Rich Media

Digital

Social Media

Facebook, Twitter, Vine, Instagram, & Snapchat celebrate Pizza Hut and stress busting, Mondays and awesome crowd-sourced moments of personal overdelivery

Crowd sourced Digital

Cinema Ads

Crowd sourced premiere selfies on big screen for major releases

TRIAL

Line Waiting Experiential

Pizza Hut food bus & guerilla activities while waiting (e.g., major movie premieres, Black Friday sales, Xbox product launch, and NEW YEAR’S EVE Times Square)

Live & Digital Sharing

Campus, Sports & Fantasy Football Experiential

Campus visits, carnival-esque fun for Greek Rush, New Students, Homecoming & Finals. Tailgating party bus at NCAA games. Fantasy Football celebrity drop-ins

Live & Digital Sharing Festival Experiential

JUL

Media Budget: We will be spending a total of $150 million on a cross platform media buy.

Interactive Spectacular Transit * Interactive Mall Displays * Place Based Augmented Reality Installations (near Express & Delco stores) Leading Millennial Lifestyle, Entertainment, Sports, Family & Celebrity Sites

Broadcast Digital Social Out of Home Sponsorships SEO/SEM Radio Cinema Pre-roll Branded Content

VIP #OverDeliver Pizza Hut Lounge at leading fests (Lolla, Austin City Limits, etc.)

Live & Digital Sharing

Vending Machine

Pilot program at key “hungry” locations (student unions, office buildings, etc.)

ADOPTION/ ADVOCACY

Overdelivery Project

Signature annual event celebrating overdelivery moments from Pizza Hut lovers. Features: Sauce & Slide, Breadstick Forests, Go Karts & amazing Music.

In Person & Digital

Point of Sale Overdelivery

In-box games, selfie props, immediate check in polls, incentives to share/post

Sponsorships/ Partnerships

Chegg, Book-It, Scholastic & XBox

Exclusive “That Is Not A Pizza” book created & shared with schools nationwide via Scholastic books & mini books in orders Chegg book rental deliveries all get promotion.

Xbox continued partnership rewards high scoring players across games with Pizza Hut.

Branded Documentary

The Movement is Sharing

Local digital billboards, social media, publicity, the branded documentary and the Signature Event, “The Overdelivery Project,”all celebrate Pizza Hut adoption and advocacy, creating a personal overdelivery movement.

Production Budget: Another 52 million will be reserved for production costs used to execute ideas.

AUG SEP OCT NOV DEC

Experiential Traditional Broadcast Traditional Billboard Transit Shelters Celebrity Contracts Party Buses Optimization and Emergencies Vending Machine

$20,000,000 $5,000,000 $4,000,000 $3,500,000 $3,000,000 $3,000,000 $3,000,000 $2,000,000

Social Media and Event Managers Branded Content BOOK IT Sample Inserts Game & Event Boxes Pre-Roll Blogging/Vlogging Sponsorships Digital Mall Displays Pizza Mall Installations

Total

$2,000,000 $2,000,000 $1,500,000 $1,000,000 $1,000,000 $500,000 $400,000 $400,000 $52,300,000

40% 23% 17% 7% 5% 3% 3% 1% 1%

25. Nielsen, 2014. 26. Geskey, R. (2014). 2014 Thumbnail Media Planner: Advertising Rates & Data.

Rochester, MI: CreateSpace Independent Publishing Platform. 27. Marshall, J. (2013, February 21). What Online Ads Really Cost - Digiday. Retrieved March 4, 2015, from http://digiday.com/publishers/what-onlineads-really-cost/ 28. Kantar, 2014

Activity Flowchart

STRATEGIC FOCUS

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Ongoing Quantitative Tracking

Measurements & Evaluation

Our benchmark quantitative Awareness-Attitudes-Usage study has already been fielded. Midpoint and post campaign research phases will assess the impact of the re-brand communication, new menu, attitudinal shifts, purchase intent, and competitive comparisons nationwide.

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Qualitative and Post Purchase Quantitative Work - Stores & Millennials We will conduct millennial focus groups and interviews before and halfway through the campaign to measure success of the new menu. The app or text message will prompt customers to submit a quick survey about their experience an hour after the driver drops off the pizza, so the customer has time to gauge their experience completely. The survey will offer a free order of breadsticks on their next purchase for completion.

Social Media Monitoring & Brand Engagement Metrics

We will be measuring not just ROI, but ROE (Return On Engagement). Our social media community managers will be assessing not only what is said, but when and how. Days of the week, topics, offers, activations, rewards invitations and more will be assessed for engagement impact. Sentiment, retweets, shares, likes, views, and follows will all be included in the measurements.

Experiential Metrics

#Overdeliver experiential stunts and the signature Overdelivery Project event will be measured by far more than attendance figures and entries to win. Social media mentions, game downloads, shares, likes as well as PR /publicity coverage will all contribute to total impressions and accountability.

Digital Analytics/KPIs

Potential Optimizations

Potential Pitfalls

We will measure not only the traditional CPCs, CTRs, etc. -- but also the length of time spent and the outcome of the time spent on the digital forums. Key performance indicators will include:

◗ SEO/SEM keywords will be monitored daily and altered to fit current trends ◗ Partnerships may be added or changed as new bloggers and vloggers rise to popularity ◗ Sites chosen for rich media and pre-roll will be also be observed and tweaked to accommodate shifting in trends on and offline ◗ Media buys will also be monitored for performance and adjustments as needed

◗ TV show cancellations will be handled by re-allocating budget dollars to better performing programming ◗ Events may get canceled due to weather or unforeseen problems.

Rescheduling or re-planning will occur in this scenario. ◗ Vending machines may have technical problems. Machines will be monitored to make sure that they are operational and being used.

Non-functioning machines will be repaired, or moved to higher traffic locations.

◗ Length of stay on web and mobile dashboard ◗ How often customers use the app for ordering and interacting ◗ Number of orders phone versus digital ◗ Units per-transaction phone versus digital ◗ Number of payment splits sent through app ◗ Measure shares converted from the app and comments sent from app through activity

Alya Connell Account Management

Cheryl Faux Account Planner

CJ Missar Copywriter

Connor Hudson Copywriter

Corey Waldron Art Director

Hilary Miling Art Director

Megan Mak Art Director

Rebecca Senft Media Planner

Janice Lim Media Planner

Jeff Konkel Art Director

Karell Blancaflor Art Director

Leto Minowa Copywriter

Siobhan Nelson Account Management

Tracy Klag Copywriter

Pilar McQuirter Account Management / Digital Strategist

Kate Fundarek Account Management

Garrett Black Account Planner

Luke Crawford Account Managment / IMC

Alex Kalb Art Director

Peg Murphy, our faculty advisor, thanks for pushing us to produce our best work.

Thank you to everyone that have helped us overdeliver throughout our college careers!

Shanita Akintonde, Herbert Allen, Sandra Allen, Donna Lucas, Chris Huizenga, Alton Miller, Larry Minsky, Rachel Ready and all the wonderful adjunct professors. Also, staff members: Craig Sigele and Julie Harris.

Dean Robin Bargar, Associate Dean Mirella Shannon, Associate Deans Charles Castle and Pattie Mackenzie.

Associate Chair, Communication & Media Innovation: Kevin Christophersen.

Communication & Media Innovation Chair: Len Strazewski.

Danny Bittman, Brad Martin, Carl Murray, Cassidy Johnson, McKenna Powell, Victoria Mathews, Ryan Wasney, Haley Benson, Ella, Nicholas, Simon, Geoff & Andrea Caplea, Breanna Benedict, Jordan Dante Moore, Emily Bailey.