TOGETHER HAPPENS. DISTRICT XI TEAM 351
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TABLE OF CONTENTS 2 SUMMARY 3-6 RESEARCH AND INSIGHTS 7 STRATEGY 8-19 CREATIVE EXECUTIONS 20-25 MEDIA 26 CREDITS
EXECUTIVE SUMMARY
Pizza Hut became the largest pizza brand in the world by pioneering new ways for people to enjoy pizza. Pizza Hut was the first to offer pizza delivery service. Its pizza was the first product ever sold online, sent into space, and, of course, the first to feature stuffed crust.1 Since Pizza Hut’s beginning in 1958, the world has changed drastically.2 Technology now influences nearly every element of society. Modern consumers are entrenched in a digital culture where knowledge, connection, and products are all one click away. Digitally ordering pizza serves both Pizza Hut and its customers. Though online orders are larger, more accurate, faster, and can lead to greater customer satisfaction, many of these customers still order pizza over the phone.3,4,5 Disparity between call-in and digital ordering reveals a category-wide problem: Currently, digital ordering doesn’t offer consumers a novel experience — at least not enough to draw them away from call-in ordering. The Flavor of Now menu offers Pizza Hut customers a new take on pizza, but doesn’t necessarily motivate them to order digitally. Pizza Hut has an opportunity to reclaim its place as a pioneer by giving its customers a digital experience unlike any other. But, what would make digital ordering meaningful for its customers? Pizza is meaningful because it brings people together to share a meal and conversation. In much the same way, people use technology to come together and share. With our national campaign, Pizza Hut will pioneer a digital ordering experience that enhances the way people come together and share pizza.
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RESEARCH AND INSIGHTS
THE CHALLENGE Our challenge is to bring Pizza Hut’s digital ordering from 43% to 75% of its total orders. To do this, we needed to examine the audience, the brand, and the current ordering methods.
THE AUDIENCE Pizza is America’s favorite food. In fact, 93% of Americans eat pizza every month.6,7 Not all of these consumers will convert to digital ordering. We needed to identify the call-in consumers that are most likely to change their current habits and drive digital ordering to 75%. THE BRAND In the minds of consumers, other pizza chains are more relevant when it comes to online ordering.8,9 We needed to challenge this perception and reposition Pizza Hut as the most innovative voice in the category. THE ORDERING METHODS Of total Pizza Hut customers, 43% order digitally. To reach 75%, we need to increase digital ordering by 32%. We needed to understand why, in a digitally driven society, people are still calling in for pizza. Understanding the motivation behind call-in orders would give us the insight to surpass those expectations with our digital offerings.
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RESEARCH AND INSIGHTS RESEARCH BREAKDOWN Our research focused on brand perception, the digital ordering experience, and the existing barriers for converting call-in customers.
831 322 547 700 500
QUANTITATIVE NATIONAL SURVEY RESPONSES NATIONAL PIZZA HUT MANAGER SURVEYS RESEARCH ARTICLES
ANALYZED PIZZA HUT SOCIAL MEDIA INTERACTIONS MOBILE APP REVIEWS
31 54 76 11 50
FOCUS GROUP INDIVIDUALS REDDIT SURVEYS
INTERVIEWS WITH TARGET MARKET (Graph 1)
LOCAL PIZZA HUT MANAGER AND EMPLOYEE IN-DEPTH INTERVIEWS SURVEYED STATES
AUDIENCE We hypothesized that generations with high digital usage were contributing the majority of current digital orders. However, when we surveyed consumers aged 18 - 64, we found a clear pattern across all age groups: Every age group prefers to call in (Graph 4).10 This is a problem across the pizza category, but to create the most effective messaging, we needed to narrow our focus. Of all the pizzaeaters in the 18 - 64 age group, our campaign will be most successful if we target Pizza Hut’s current call-in customers first.
(Graph 2)
(Graph 3)
To understand our target audience, we considered three major factors: pizza consumption, purchasing power, and digital usage. We found that Baby Boomers (aged 51 - 69) eat the least amount of pizza relative to their generation size (Graph 1), spend the least amount of money online (Graph 2), and spend the least amount of time using digital media (Graph 3).11,12,13,14 Given all of this, we decided to narrow our target audience to Generation X and Generation Y.
OPPORTUNITY Pizza Hut’s current Gen X (aged 35 - 50) and Gen Y (aged 18 - 34) call-in customers will be our target audience because they show the greatest opportunity for digital order conversion. (Graph 4)
d n a Br
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RESEARCH AND INSIGHTS
BRAND
When we asked our focus group attendants about their favorite pizza chain, only one person out of 16 considered Pizza Hut their top choice; however, in our blind taste test, Pizza Hut outranked Domino’s, Papa John’s, and Little Caesars.15
FAVORITE PIZZA BASED ON PERCEPTION
This tells us that Pizza Hut’s problem is not product based, but perception based. Consumers don’t identify Pizza Hut as their favorite pizza brand because its competitors have stronger brand messaging, and consumers perceived these competitors as more digitally advanced. This indicates that Pizza Hut is in danger of losing its leading spot in the pizza category. “Domino’s speaks to you a different way than Pizza Hut, Pizza Hut simply pushes product.” - Jack, 22, Focus Group.16
Pizza Hut’s latest campaign, the “Flavor of Now,” introduces a host of modern, artisanal ingredients and opens up two billion new combinations for its customers to try.17 This was an important step to re-establish Pizza Hut as the pioneer in the pizza category, but there is still work to be done. Pizza Hut doesn’t have a strong digital presence yet. While digital ordering is available and accessible, users lack the awareness and motivation to use it.
Pizza Hut (10%) Dominos (45%) Papa Johns (45%) Little Caesar’s (0%)
“I didn’t even know Pizza Hut had an App.” - Terry, 22. Focus Group.18 “It’s not so much that Pizza Hut has a worse experience, it’s that no one is talking about that experience at all.” - Chris, 21. Focus Group.19
FAVORITE PIZZA BASED ON TASTE
OPPORTUNITY Pizza Hut’s product is worthy of attention but it needs a unique brand voice that leads its customers to its digital ordering experience.
Pizza Hut (44%) Dominos (31%) Papa Johns (19%) Little Caesar’s (6%)
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RESEARCH AND INSIGHTS
g n i r Orde ods h t e M THE ANALOG PROBLEM
THE DIGITAL SOLUTION
Our audience values digital experiences that allow them to share and connect.20 They check their smartphones all day and use social media to share meaningful moments and stay in touch with the people they care about.21 In fact, they spend nearly six hours online every day.22 But, through a national survey, we found that 65% of individuals, across all surveyed ages, primarily call in when they order pizza. Across the category, people are not adopting the digital technology.23 We conducted six focus groups, held 76 personal interviews, and analyzed 547 research articles to understand this contradiction.
Calling in to order pizza works for consumers, so why fix what’s not broken? New technology doesn’t always have to fix what’s broken; it often solves problems we didn’t know we had.
When we asked respondents why they call in, they couldn’t really say. They often began with, “I don’t know,” or, “I just do.”18 Once respondents came up with answers they claimed call-in ordering was faster, more accurate, and more secure.
Companies such as Uber, Spotify, and Airbnb have all forged new markets by creating solutions for unrealized problems. They all identified routines that could be enhanced through digital experiences.25 With the rideshare platform Uber, riders hail a taxi with an app, instead of a phone call. Although calling for a taxi wasn’t inherently flawed, Uber seized an opportunity and made a rideshare experience that calling in could never achieve. Pizza Hut needs to leverage current customers in the same way.
These claims contradict what we know about about Gen X and Gen Y e-commerce habits. Our audience spends approximately $275 billion dollars online every year. 23,24 So why, in a digitally driven society, are customers calling in for pizza?
In the customers’ minds, call-in ordering is efficient, functional, and familiar. The majority of people call in because call-in ordering isn’t inherently flawed.
OPPORTUNITY Pizza Hut must create a digital ordering experience that improves the pizza experience in ways the phone cannot.
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STRATEGY
MEASURING SUCCESS
75%
We have to bring Pizza Hut’s digital ordering to 75%, to do this, we must increase digital ordering by 32%.
6,326
This means that through the six-month campaign, each of the 6,326 company and franchise owned Pizza Hut locations26 will have to increase its daily digital order conversions.
44
This conversion will spread out over the campaign but by the last day, all of Pizza Hut’s stores must reach an average conversion rate of 44 orders per store (Graph 5). Smaller markets may take longer than six months to reach this level, but markets with greater exposure to the campaign will likely surpass it.
y g e t Stra STRATEGY
People are not strongly motivated to digitally order pizza. We must target existing Generation X and Y customers with a worthy incentive to change their habits. So far, no company has created a pizza ordering system that rivals the ease of call-in ordering.
If Generations X and Y are the audience, what kind of digital experience will be meaningful to them — what will enhance their pizza experience enough for them to change habits? When it comes to pizza habits, eating with a group is a dominant trend for Generations X and Y.27 From our research, 93% of our survey respondents eat pizza in groups of two or more.28 Pizza represents a human tradition of coming together to share. “Pizza seems to be a very social activity, from sitting down with friends and getting a few pieces ... to ordering a pizza and sharing it with your friends ... it seems to bring people together.” - William, 24. Reddit Survey. 29
NOW AVG 138 ORDERS PER DAY 60 ARE DIGITAL (43%)
(Graph 5)
Technology does the same thing. For example, social media opens countless avenues for human connection. Our audience uses digital platforms to share news, conversation, and experiences with one another. “Social media removes all distances: geographic, social, hierarchical. You can reach anyone, at any time, and communicate in real time. “ - Huffington Post 30
Pizza is an inherently shareable food. Our audience values pizza because it allows them to share. Likewise, our audience values digital experiences that allow them to share. In order to make digital ordering matter to our audience, Pizza Hut needs to make a digital experience that serves and enhances sharing.
CENTRAL IDEA Whether it’s around the table or through technology, sharing and connecting are core human values. This is Pizza Hut’s opportunity: Invent meaningful ways for digital ordering to bring people together and share with one another. While the Flavor of Now Campaign and slogan do important work, we have created a new campaign and tagline that give Pizza Hut a new brand position and introduce the next chapter of pioneering.
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CREATIVE
MANIFESTO
There’s something about pizza. It’s dinner, lunch, or best, cold breakfast. Pizza can mean, “I’m sorry,” “Thank you,” or, “I burnt the chicken.” But most of all, pizza is for sharing. We know pizza isn’t the only thing you share at the table because when the pizza is gone, you stick around. Dad’s terrible jokes, one more episode, or, “Remember that one time?!” These things keep you at the table. Pizza doesn’t make all of that happen, but when pizza’s on the table, Together Happens.
CREATIVE
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FEATURES GROUP ORDERING + HUT SPOT Who’s paying for the pizza? What toppings should we get? When our audience eats pizza, 93% of them eat in groups, but our Gen Y consumers don’t carry cash to split the bill.31,32 With Group Ordering, users can invite friends from Facebook or their contact list to join an order and collaborate on a pizza. When the pizza is ready to order, Visa Checkout will provide users a new feature to split the cost. In addition, users can invite people to share a pizza by sending a “Hut Spot” to friends within 1,500 feet of their current location. This feature makes it easy to share pizza with anyone, anywhere.
DIGITAL ORDERING FEATURES Our campaign begins with an improved digital experience that gives our audience meaningful reasons to order digitally. Pizza Hut’s new ordering features will cater to the habits and needs of both Gen X and Gen Y.
SUBSCRIPTION Gen X is busy juggling work, family, and personal life. How can digital ordering make their lives easier? Food subscription companies such as Blue Apron are growing because they offer convenient solutions for busy lives.33 Pizza Hut will pioneer Subscription Ordering in the pizza category. With this new feature, pizza lovers can set up recurring pizza deliveries for youth groups, budget meetings, book clubs — the possibilities are endless. Pizza Hut subscribers won’t ever have to call to order pizza again; a single tap will confirm their delivery day-of or allow them to edit the order. Pizza Hut’s Subscription Ordering will make customer’s lives easier and drive recurring digital sales.
GIFTING How else can we make digital ordering meaningful for Gen X? Pizza always sounds good, so it makes a great gift. With Pizza Hut’s new Gifting feature, users can buy a pizza for a friend or loved one and send them a simple code to claim their pizza on the app or website. Gifting invents a new reason for customers to buy a pizza and share a moment, even if they can’t actually be together.
TELEVISION
CREATIVE
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TELEVISION & VIDEO SPOTS To introduce Pizza Hut’s new digital ordering features, we have conceptualized four TV spots. Each spot shows our audience how these features fit seamlessly into their lives and improve the pizza ordering experience. The spots will run nationally but franchise owners will have an option to include a 10-second tag for local promotions. We chose to buy spots in the top ten markets for TV and focused on early fringe, primetime, and late fringe buys because they are points in the day with the highest overlap of the pizza purchasing cycle. We bought commercials during shows with the highest ratings our age demographic: Saturday Night Football, The Big Bang Theory, NCIS, The Walking Dead, Scandal, and The Voice.34 We will also buy 30-second pre-roll display ads on YouTube throughout the campaign. TOTAL COST: $49,624,461 TOTAL IMPRESSIONS: 203,733,500
HUT SPOT COMMERCIAL It’s the first finals week of Ben’s college career. He has his work spread out in the library, and now he’s hungry and surrounded by strangers. Not wanting to leave his study haven, he reaches for his phone and uses the Pizza Hut app to send a Hut Spot to nearby Facebook friends. A few minutes later, his phone buzzes — someone responded — that girl from the third floor. The one he hadn’t worked up the nerve to talk to yet. Sweet. Narration: “Not-so-missed connections. Send a Hut Spot online or with the app. New, from Pizza Hut. Together Happens.”
GIFTING COMMERCIAL
SUBSCRIPTION COMMERCIAL
GROUP ORDERING COMMERCIAL “One large half-pepperoni half-olive with stuffed crust is on the way,” announces Mark. A pair of hands appears over the top of his cubicle wall. “Hey Mark, how about I trade you this for a couple slices of that pizza?” Mark rolls his eyes, “Dave, I don’t want your stapler.” “C’mon dude, I bedazzled it,” Dave says, waving it around. “Just give me five bucks and we’ll call it good.” “…I forgot to bring cash today,” says Dave sheepishly. Suddenly, another pair of hands appears over the cubicle, “Hey man, heard you ordered a pizza.” “Neil, you still owe me five bucks from last week!” “But I’ve got guuuuummmm,” Neil shakes a halfempty box of gum frantically. As multiple pieces of gum pelt Mark in the face, he wonders aloud: “There has got to be a better way.” Narration: “Split the bill online or with the app. New, from Pizza Hut. Together Happens.”
It’s 7:30 on a Wednesday night and a group of parents are gathered in the monthly PTA meeting. Tensions are high and the parents are shouting over one another. “I can’t do the bake sale! Work has been too crazy and I’m already coaching little league.” “Well I’m organizing the zoo field trip for the third year in a row and leading the soccer carpool. You don’t hear me complaining about that!” “We’re all busy, Carol! I came here directly from work and I haven’t eaten in 12 hours! So everybody needs to—” a Pizza Hut delivery person coughs from the back of the auditorium. Silence falls over the crowd. “Maybe you should change your subscription to come before the meeting.” Narration: “PTA gets feisty at half past dinner time. Subscription order online or with the app. New, from Pizza Hut. Together Happens.”
It’s been a dad-daughter tradition since before she could throw a football: Pizza Hut and the Monday night game. Now grown and newly on her own, she’s watching the game and unpacking her first apartment. But it’s not the same. She’s feeling a little homesick for her family, her dog, and the traditions that made her childhood special. Her phone buzzes, and she opens a text from her dad. It’s a picture of the dog curled up on the couch. “He stole your spot! The game is not the same without you : )” Moments later, the doorbell rings and there’s a familiar pizza box at the door. She opens and smiles at a note, “Love, Dad.” Narration: “Distance doesn’t have to end tradition. Gift a Pizza online or with the app. New, from Pizza Hut. Together Happens.”
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GEN Y - GROUP ORDERING
CREATIVE
ESPN FANTASY FOOTBALL Together Happens with Fantasy Football. At the beginning of the football season, Gen Y men join Fantasy Football leagues with their friends. Pizza Hut will be a Fantasy Football sponsor. When a league is created on ESPN.com, an invitation to join is sent via email. Since “89% of men reported using email coupons,”36 Pizza Hut will sponsor the email invitations with a digital coupon to redeem online or with the app. The email will encourage each league to group order for a draft or viewing party.
WEB TAKEOVERS
TOTAL COST: $3,000,000 TOTAL IMPRESSIONS: 12,000,000
Gen Y men log onto ESPN.com to stay informed about sports news and their Fantasy Football leagues. Since full-screen advertisements are more likely to make viewers curious about a brand or product,37 Pizza Hut will sponsor a website takeover with messages about Group Ordering and Fantasy Football leagues. Additionally, Pizza Hut will have web takeovers for various other sites, each with site-specific content all around Group Ordering. TOTAL COST: $1,400,000 TOTAL IMPRESSIONS: 13,769,877
TAYKEY Taykey is a media buying platform that alerts advertisers to trends in their target audience and automatically buys ad impressions next to trending content.39 Pizza Hut will use Taykey to target Gen Y customers while they’re reading about technology trends, for example, iPhone 6s features. TOTAL COST: $2,000,000 TOTAL IMPRESSIONS: 24,500,000
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GEN Y - GROUP ORDERING
CREATIVE
PANDORA
PANDORA COPY
Together Happens with music. Each week, 53 million people listen to Pandora38. To reach Gen Y while they’re listening to music with friends, Pizza Hut will implement a Pandora campaign to promote Group Ordering.
“You say peppers, I say pepperoni. I say beef, you say bacon. You say bacon stuffed crust, I say ... Okay. You say, it’s your turn to pay, I say, nope, no way. With digital ordering, we can both get what we want. Download the app or visit the website to collaborate on toppings and split the cost. Pizza Hut. Together Happens.”
TOTAL COST: $6,000,000 TOTAL IMPRESSIONS: 241,443,200
UBER PARTNERSHIP Together Happens on the ride home. Increasingly, Gen Y uses car-sharing platforms such as Uber for transportation, in fact, 53% of Gen Y is curious about trying a car-sharing service.35 Pizza Hut has the opportunity to promote Group Ordering when Gen Y groups travel with Uber. When an UberXL is selected from the app, Pizza Hut will prompt users to group order a pizza. This puts Group Ordering where Gen Y groups are already gathering. TOTAL COST: $98,320 TOTAL IMPRESSIONS: 5,250,000
CREATIVE
GEN Y - HUT SPOT
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FACEBOOK EVENTS Together Happens on Facebook. Facebook gives friends, family, co-workers, and organizations an easy way to plan events and come together. Every 20 minutes, about a million and a half event invites are posted.42 Now, when Facebook users plan events, Pizza Hut will prompt them to group order a pizza.
GUERRILLA Together Happens in hometowns. One of our tactics to promote digital ordering at the local franchise level is guerrilla installments. Pizza Hut will create decals for franchise owners to install on benches in their respective cities. From playgrounds to skateparks, the decals will inspire people to use the app and order a pizza where they are already spending time with friends or family. TOTAL COST: $525,580 TOTAL IMPRESSIONS: 4,356,000
GEN Y - HUT SPOT
CREATIVE
TOGETHERFEST Together Happens in college. How can Pizza Hut make digital ordering meaningful to Gen Y college students? Live music brings people together, and “Live music partnerships are the factor most likely to increase positive feelings and purchase propensity for a brand.�40 During the college football season, schools will compete for a free concert. To win, a school must have the most Hut Spot orders within its football conference. Existing football spirit will fuel this friendly competition. We selected artists based on their popularity in each region: Calvin Harris for the Pac 12, Drake for the SEC, and Florida Georgia Line for the Big Ten.41 Pizza Hut will host the competition via an extension of the website (pizzahut.com/togetherfest) where schools can view their standing. TOTAL COST: $1,101,566 TOTAL IMPRESSIONS: 30,456,745
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GEN X - GIFTING
CREATIVE
PAGE 15
AIRPORT BAGGAGE CLAIM Together Happens when people come home. Travelers wait an average of 15 -20 minutes in the baggage claim, and next year, 5.7 million people will travel by plane.45 Pizza Hut will target Gen X travelers in the baggage claim with messages about the ease of digital ordering during the busy holiday season. TOTAL COST: $784,000 TOTAL IMPRESSIONS: 784,000,000
FM RADIO Together Happens on the road. We wanted to reach Gen X customers when they’re making dinner plans. For most Americans, that’s from 3 p.m. to 7 p.m.46 These are also some of the peak listening hours for FM radio, which “more than half of Americans listen to … nearly every time they get in the car.” 47 We bought 30-second spots from the top five radio stations in 45 market cities. The majority of our ads will play from 11 a.m. to 5 p.m. on weekdays and 3 p.m. to 7 p.m. on weekends because these are the peak listening times of the day that also overlap with dinner-purchasing and decision-making times.48 TOTAL COST: $2,000,000 TOTAL IMPRESSIONS: 119,328,000
GEN X - GIFTING
CREATIVE
YOUDESERVEAPIZZA.COM Together Happens when people are generous. Gifting is a popular way for our audience to congratulate or console people in their lives. Pizza Hut will create a microsite and social campaign prompting our audience to nominate individuals or groups who deserve a pizza. Here’s how it works: From the microsite, users will start a crowd-funded pizza for their friends, loved ones, or groups of deserving people. Then, users will receive a shareable link so that others can contribute to the cause. The microsite will house all of the crowd-funded pizzas in progress so people can read their stories and contribute. Pizza Hut can even use this platform to open up a rolling donation fund for The World Hunger Relief.43 Pizza Hut will launch youdserveapizza.com by finding celebratory posts on Facebook and Twitter and responding with a link to a free pizza for those lucky people and a challange to pass on the goodwill. With user-generated content, this platform has the capability to double Pizza Hut’s return on investment.44 Pizza Hut will create a new social platform with endless opportunities for digital purchase consideration. TOTAL COST: $75,000 TOTAL IMPRESSIONS: 681,772
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GEN X - SUBSCRIBE
CREATIVE
PAGE 17 PRINT - MAGAZINE Together Happens when people catch up on pop culture. We looked at other forms of subscription advertising and found an opportunity in magazines. Our Gen X audience spends over an hour and a half reading magazines each week.49 Pizza Hut will place magazine fly-outs and full-page print ads in Game Informer, Sports Illustrated, People, Maxim, and Us Weekly to promote its new subscription feature. TOTAL COST: $4,706,089 TOTAL IMPRESSIONS: 202,223,498
Ad
15 seconds
WOW, SCANDAL REALLY WORKS UP AN APPETITE. You know... you could have a pizza right now. And you could also have a pizza next week. You could actually have a pizza every time Scandal is on. Just saying.
HULU
ORDER NOW
Together Happens with dinner and a show. Pizza Hut already has a partnership with Hulu, so it will advertise Subscription Ordering to Gen X customers watching shows on a weekly basis.51 Now, when Gen X users watch their favorite shows, they can expect a pizza to arrive thanks to Pizza Hut’s Subscription Ordering. This is a perfect way for Pizza Hut to embed digital ordering into an existing digital routine. TOTAL COST: $140,000 TOTAL IMPRESSIONS: 14,700,000
Download the app or visit the website to set a subscription order.
CREATIVE
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ADDITIONAL MESSAGING OUT OF HOME - PUBLIC TRANSPORT Together Happens after work. Nowadays, Gen X commuters are turning to public transportation for their commutes.50 To play into their transportation routine, we’re using bus shelters and subway interiors to promote subscription ordering. TOTAL COSTS: $8,540,000 TOTAL IMPRESSIONS: 2,634,566,368
IN-STORE PROMOTIONAL MATERIALS Together Happens around the table. Pizza Hut’s dine-in locations make up 14% of its restaurants.52 We understand some customers prefer the dine-in experience, so we will offer in-store materials to build awareness about our digital features. These materials will feature interesting conversation starters that will bring people together during their dine-in experience. TOTAL COST: $2,000 TOTAL IMPRESSIONS: 24,288,000
BANNER ADS, SOCIAL MEDIA, GOOGLE ADWORDS We will have banner and native ads running on a variety of top websites for our demographics. These websites include Elite Daily, Amazon, and Fast Company. Additionally, we will have social media advertising on Facebook, Twitter, and Instagram simultaneously with our campaign tactics. We will improve Pizza Hut’s current Google AdWords by adding keywords related to pizza, community, gift ideas, and Together Happens. TOTAL COSTS: $22,210,480 TOTAL IMPRESSIONS: 3,907,224,630
CREATIVE
GEN X AND Y - HOLIDAY PROMOTION
DAY BEFORE THE HOLIDAYS Together Happens during the holidays. Holiday meals take countless hours of preparation, which is why the day before Thanksgiving is one of the highest traffic days for Pizza Hut.53 Pizza Hut will be the first in the category to claim the days before the holidays. Introducing the Hut Days on the day before Thanksgiving Day and the day before Christmas Eve.
SNAPCHAT We will promote the Hut Days with Snapchat because it currently has 26 million active users.54 Pizza Hut will continue to promote the Hut Days through Snapchat filters on the day before Thanksgiving and the day before Christmas Eve. TOTAL COST: $1,200,000 TOTAL IMPRESSIONS: 6,600,000
SOCIAL PROMOTION Many will spend the holidays away from their friends and family because they can’t come home. Pizza Hut will promote Together Happens during the holidays by asking its audience, “Who can’t make it home this holiday season?” During the campaign, customers will be able to submit their stories when they gift a pizza to a loved one who can’t make it home. Pizza Hut will select the most compelling stories and deliver the pizza with a plane ticket home. The delivery process, customer reaction, and return home will all be recorded and packaged into shareable online content. TOTAL COSTS: $220,000 TOTAL IMPRESSIONS: 80,000,000
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MEDIA
a i d e M
STRATEGY AND OBJECTIVES
We will increase online engagement and click-through rates to the Pizza Hut website by buying digital ads and paid social. We will buy these at top moments of the day for digital usage and pizza purchasing.
GUERRILLA
The majority of our traditional spend is going toward television, radio, and out-ofhome. We will reach 65% of our audience at a frequency of three times per week.
DIGITAL
TRADITIONAL
Our media plan targets Pizza Hut customers at peak moments of hunger throughout the day. We have balanced our choice in media platforms to reach Generation X and Y in digital, traditional, out-of-home, and experimental platforms. We considered each demographics’ media habits to effectively place our messaging. Each new feature is advertised in the most-used media channels for our audience. Our media plan will focus on the high traffic moments for each respective platform throughout the six-month campaign. We built our media timelines with consideration for which times and places Pizza Hut’s customers will be most receptive to our messages. We made sure that each media platform will generate the necessary reach and frequency to keep Pizza Hut top-of-mind throughout the campaign.
We will maximize Pizza Hut’s involvement in rural markets by placing our bench decals in 35% of Pizza Hut restaurant locations. This will also maximize customer involvement in these markets.
MARKETS
MEDIA
MARKETS
MAP OF US (DOTS FOR EACH LOCATION):
We will use the markets with the highest opportunity for digital conversion. We chose our top markets with the following considerations:
1. Miami, FL 2. Dayton, OH 3. Richmond, VA 4. Columbia, SC 5. Louisville, KY 6. Knoxville, TN 7. Las Vegas, NV 8. Wichita, KS 9. Fort Wayne, IN 10. Rochester, NY 11. Little Rock, AK 12. Chattanooga, TN 13. Tampa, FL 14. Tacoma, WA
• Cities with high BDI for Pizza Hut • Cities with the most Pizza Hut locations55 • Pizza Hut’s most concentrated regions56 • States with positive perception of pizza chain restaurants57 • Top radio and public transportation markets58.59 Our campaign production would be made available through varied co-op programs. Franchise owners can use this production in any market of their choice.
15. Birmingham, AL 16. Riverside, CA 17. Boise, ID 18. Salt Lake City, UT 19. Grand Rapids, MI 20. Baton Rouge, LA 21. St. Louis, MO 22. Atlanta, GA 23. Pittsburgh, PA 24. Kansas City, MO 25. Virginia Beach, VA 26. Des Moines, IA 27. Madison, WI 28. Albuquerque, NM
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29. San Antonio, TX 30. Omaha, NE 31. Cincinnati, OH 32. Houston, TX 33. Tucson, AZ 34. Jacksonville, FL 35. Indianapolis, IN 36. Cleveland, OH 37. Colorado Springs, CO 38. Bakersfield, CA 39. Memphis, TN 40. Denver, CO 41. El Paso, TX 42. Charlotte, NC
43. Raleigh, NC 44. Portland, OR 45. Oklahoma City, OK
MEDIA
TIMELINE
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PAGE 23
BUDGET
MEDIA MEDIA BUDGET
TRADITIONAL
TRADITIONAL
BUDGET
15,902,029 13,402,029
Our campaign budget reflects necessary media spending to reach our objectives while staying within Pizza Hut’s current advertising budget. Without a campaign budget, we allocated money based on our task method. We then researched how much money franchises and company-owned restaurants contribute to advertising. We found that each restaurant is required to give 2.75% of its gross annual sales to the national advertising budget and 1.5% of its gross annual sales toward the local co-op advertising budget.60 Our final campaign budget took this information into consideration and we adjusted our media spend accordingly.
11,402,029
4,833,333 3,333,333 350,273 JULY
JULY
6,333,333
350,273 AUGUST
AUG
SEPTEMBER
SEPT
OCTOBER
OCT
NOVEMBER
NOV
DECEMBER
DEC
DIGITAL
DIGITAL
6,789,988 6,789,988
6,789,988 6,789,988
6,000,000 6,000,000
6,000,000 6,000,000
WEIGHTED CHART 13,402,029
Media use fluctuates among our consumers. We distributed our media expense based on high usage and consumption moments.
3,000,000 3,000,000
4,833,333 3,333,333 350,273 JULY
$5,145,466
We based digital weighted spend on the need to increase awareness during the campaign launch and again during the holiday months.
3,394,994 3,394,994
61
EXPERIMENTAL TOTAL
TV represents the bulk of the media spend for traditional advertising platforms. We distributed our spend according to top months for Pizza Hut and TV consumption.60 We also bought print and radio evenly throughout the campaign.
JULY
6,333,333
350,273 AUGUST
AUG
SEPTEMBER
SEPT
OCTOBER
OCT
NOVEMBER
NOV
DECEMBER
DEC
EXPERIMENTAL
EXPERIMENTAL
3,516,939
350,273 JULY
JULY
4,586,166
4,586,166
NOVEMBER
DECEMBER
3,484,166
350,273 AUGUST
AUG
SEPTEMBER
SEPT
OCTOBER
OCT
NOV
DEC
To create a balance of media for the middle months of the campaign, we ramped up experimental spend during September and October.
MEDIA
METRICS & EVALUATIONS
INCREASE PERCENTAGE OF DIGITAL ORDERING SALES TO 75%
INCREASE AWARENESS OF NEW DIGITAL ORDERING FEATURES
Through a pre-campaign nationwide interview of Pizza Hut managers, we were able to assess the average percentage breakdown of digital, call-in, and dine-in orders. To measure digital ordering growth, we will repeat this nationwide interview after the campaign and assess digital order growth. We will also determine the increase of digital orders based on conversion rates which will tell us how many people completed a digital order after they visited the website, mobile site, or the mobile app.
To measure general awareness of our new digital ordering features, we will compare our media objectives against our campaign metrics in order to evaluate their performance. For example, to measure television reach, we will analyze Nielsen data post-campaign and determine final reach results. Similarly, we will follow this process for print by analyzing readership data. We will also set KPIs prior to the campaign launch and use Klout, a platform designed to measure growth in social engagement across all social media platforms. We will use Klout before, during, and after the campaign to assess results.
PAGE 24
MEDIA
METRICS & EVALUATIONS
PAGE 25
RETURN ON INVESTMENT
To increase digital ordering to 75%, our strategy is to convert current Pizza Hut customers from call-in ordering to digital ordering. Because we used Pizza Hut’s current advertising budget to guide our own, the investment will be consistent with current investment. Most of the return will result from internal efficiencies such as hiring fewer employees or decreasing incorrect orders. In the future, we recommend expanding the campaign to primarily target new customers. This will yield a greater return on investment. PROFIT MEASUREMENT
Through our research, we discovered that the average digital order cost is 20% higher than call-in or dine-in orders.64 We used this to calculate the profit our campaign will generate. A 32% increase in digital orders will garner a profit of $182,329,895 in just six months. CONCLUSION
Pizza Hut gave us an enormous goal and an even bigger audience. We have given Pizza Hut a brand voice unlike any other and invented digital ordering capabilities never seen before in the pizza category. Â We built a campaign around the human truth that pizza brings people together. All of this has finally made digital ordering matter. We are Upstream Advertising and we look forward to working with you.
CREDITS
PAGE 26 FOOTNOTES 1 “From then ‘til the flavor of now.” Pizza Hut Newsroom. http://pizzahutnewsroom.com/ media/PizzaHut_Milestones_110714.pdf
Ibid. 3,4,5 “How Self-Service Kiosks Are Changing Customer Behavior.” Harvard Business Review. March 11, 2015 https://hbr.org/2015/03/how-self-service-kiosks-are-changing-customer-behavior “Papa John’s Privacy Policy.” Papa John’s. http://www.papajohns.com/policy.shtm 2
DAVE KORANDA ADVISOR
DANIELLE HOLLEY CO-DIRECTOR
BRANDON MAI CO-DIRECTOR
HELEN TORNEY CO-DIRECTOR
“Pizza Hut Original Brief” “Pizza Statistics.” Statistic Brain. June 2013 http://www.statisticbrain.com/ pizza-statistics/
6,7
8,9 “Pizza Hut Original Brief” Focus Group
“Upstream National Qualtrics Survey” “Consumption of Pizza.” U.S. Department of Agriculture. February 2014 http://www.ars. usda.gov/SP2UserFiles/Place/80400530/pdf/DBrief/11_consumption_of_pizza_0710.pdf 10 11
12 “Meet Your Consumer.” QSR Magazine. November 2012 http://www.qsrmagazine.com/ consumer-trends/meet-your-consumer
“The surprising facts about who shops online and on mobile.” Business Insider. February 2015 http://www.businessinsider.com/the-surprising-demographics-of-whoshops-online-and-on-mobile-2014-6 13
JULIAN SHAMLOO ACCOUNT MANAGER
TAYLOR AMES STRATEGY DIRECTOR
ARIANA GARAY STRATEGIST
BEN KRAFT STRATEGIST
KATHERINE MARTITSCH
STRATEGIST
“Weekly media consumption, by generation.” Marketing Charts. http://www.marketingcharts.com/online/millennials-spend-more-time-with-digital-than-traditional-media-but-43680/attachment/experian-weekly-media-consumption-by-generation-july2014/
14
Focus Group 16 Ibid. 17 “From then ‘til the flavor of now.” Pizza Hut Newsroom. http://pizzahutnewsroom.com/ media/PizzaHut_Milestones_110714.pdf 15
Focus Group. Online Reddit Survey. 20 http://www.clickz.com/clickz/news/2348569/3-keys-to-millennial-marketing-smartphones-social-media-hyper-targeted-content-study 18 19
AMELIA RENSHAW STRATEGIST
MONICA SAGOWITZ STRATEGIST
KIM UONG STRATEGIST
SERENA WARNER STRATEGIST
http://www.pewinternet.org/2011/11/15/why-americans-use-social-media “Consumer trends.” ETC Digital. http://etc-digital.org/digital-trends/consumer-behaviour/consumer-trends/regional-overview/north-america/
JUWAN WEDDERBURN
21
STRATEGIST
22
Upstream National Qualtrics Survey 23,24 “Meet Your Consumer.” QSR Magazine. November 2012 http://www.qsrmagazine.com/ consumer-trends/meet-your-consumer Business Insider. February 2015 http://www.businessinsider.com/the-surprising-demographics-of-who-shops-online-and-on-mobile-2014-6 23
25 “Digital technology drives Uber to global success.” The Telegraph. January 2015 http:// www.telegraph.co.uk/sponsored/technology/4g-mobile/engaging-customers/11366554/ digital-technology-uber.html 26 “The 2015 Pizza Power Report.“ PMQ Pizza Magazine. December 2015.http://www.pmq. com/December-2014/Pizza-PowerThe-2015-Pizza-Power-Report/
SHELBY DUNLAP MEDIA PLANNER
DEVON FRAZER MEDIA PLANNER
GIANNA GRAZIANO MEDIA PLANNER
PAULINA LIANG MEDIA PLANNER
KRISTINA PARKER MEDIA PLANNER
Upstream National Qualtrics Survey Ibid. 29 Online reddit survey. 30 “Is Technology Making Our Lives Easier... Or Just Adding More Stress?” Huffington Post. December 2013 http://www.huffingtonpost.com/julia-beliak/womens-forum-2013_b_4138876.html 27
28
Upstream National Qualtrics Survey 32 Marte, Jonelle. The Washington Post, May 12 2014. http://www.washingtonpost.com/ blogs/wonkblog/wp/2014/05/12/whats-in-your-wallet-probably-not-cash/ 31
Wiebe, Jamie. “Boom & Bust: Inside the Rapidly Expanding World of Subscription Services,” Pacific Standard Magazine, May 6 2014. http://www.psmag.com/business-economics/boom-bust-inside-rapidly-expanding-world-subscription-services-80830
33
“What Are Americans Watching in 2014,” Barna Group, May 21 2014. https://www. barna.org/barna-update/media-watch/670-what-americans-are-watching-in-2014#. VQDLRYHF9sB 34
RACHEL ELLAM DESIGNER
NICOLE HAMBURGER DESIGNER
ALEX JUNQUERA ART DIRECTOR
ALBERT LEE CREATIVE
SARAH SHARP COPYWRITER
Rich, John. “Millennials Lead the Uber-Sumer Movement,” MediaPost, Nov. 21 2014. http://www.mediapost.com/publications/article/238699/millennials-lead-the-uber-sumer-movement.html
35
36 Subramanian, Pras. “5 Surprising Facts About Fantasy Sports,” Yahoo Finance, Sep. 4 2013. http://finance.yahoo.com/blogs/breakout/5-surprising-stats-fantasy-sports-154356461.html
Shields, Mike. “People Prefer Big, Interruptive Web Ads,” AdWeek, Jan. 24 2014. http://www.adweek.com/news/advertising-branding/people-prefer-big-interruptive-web-ads-155165
37
38 Palermino, Chris Leo. “Who’s the King of Online Radio? New Report Crowns the Winner,” Digital Trends, March 5 2015. http://www.digitaltrends.com/music/who-is-the-mostpopular-online-radio-service/
ALEX LIANOPOLOUS PRODUCER
ELORA OVERBEY PRODUCER
JIAQI YE PRODUCER
39
Griffith, Erin. “‘Trending’ software company Taykey raises $15 million,” Fortune, Jan 20,
2015. http://fortune.com/2015/01/20/taykey-raises-15-million/ 40 “Music More Important Than TV,” WARC, Feb. 13 2015. http://www.warc.com/LatestNews/News/Music_more_important_than_TV.news?ID=34308 Hogan, Mark. “Interactive Map Shows America’s Music Preferences By Genre,” SPIN, April 15 2014. http://www.spin.com/articles/interactive-all-american-music-map-by-genre/
41
Bullas, Jeff. “50 Fascinating Facebook Facts and Figures,” Jeff Bullas. March 10, 2015. http://www.jeffbullas.com/2011/04/28/50-fascinating-facebook-facts-and-figures/
42
“Pizza Hut Embarks on Annual World Hunger Relief,” QSR Magazine, Sep. 10, 2014. http://www.qsrmagazine.com/news/pizza-hut-embarks-annual-world-hunger-relief-campaign
43
44 Julig, Louise. “6 Ways User-Generated Content Can Double Your ROI.” Social Media Examiner. April 2, 2014. http://www.socialmediaexaminer.com/user-generated-content-roi/ 45 “AAA: 98.6 Million Americans Traveling This Holiday Season, Four Percent More Than Last Year,” AAA Newsroom, Dec 16, 2014. http://newsroom.aaa.com/2014/12/aaa-98-6million-americans-traveling-holiday-season-four-percent-last-year/
“America Eats Pizza,” America Pizza Community. Dec. 12, 2014. http://www.americanpizzacommunity.com/pizza/FactSheet_AmericaEatsPizza-05-01-2012.pdf
46
Izzo, Phil. “Radio Remains King of the Road Despite Rise of Digital Music,” The Wall Street Journal, Sep 4, 2014. http://blogs.wsj.com/numbers/radio-remains-king-of-theroad-despite-rise-of-digital-music-1741/ 47
“How U.S. Adults Use Radio and Other Forms of Audio,” Council for Research Excellence Video Consumer Mapping Study, Oct 29, 2009. http://www.nielsen.com/content/dam/corporate/us/en/newswire/uploads/2009/11/VCM_Radio-Audio_Report_FINAL_29Oct09.pdf
48
49 “High-Income Baby Boomers Still Spending Lots of Time Watching TV and Reading News papers and Magazines.” Market Wired, May 22, 2014. http://www.marketwired. com/press-release/high-income-baby-boomers-still-spending-lots-time-watching-tvreading-newspapers-magazines-1913249.htm
Kane, Joseph and Adie Tomer. “Millennials and Generation X Commuting Less By Car, But Will theTrends Hold?” Brookings, Oct 7 2014. http://www.brookings.edu/blogs/ the-avenue/posts/2014/10/07-millennials-generation-x-commuting-trends-kane-tomer
50
“Pizza Hut Original Brief” Wong, Venessa. “Pizza Hut is Having Some Problems in America,” Bloomberg Business, Aug 6,2014. http://www.bloomberg.com/bw/articles/2014-08-06/dominos-and-papajohns-see-sales-increases-as-pizza-huts-u-dot-s-dot-sales-decline 51
52
Taylor, Kate. “Why Pizza Hut Expects to Set a Sales Record on Thanksgiving Eve,” Entrepreneur, Nov. 26, 2014. http://www.entrepreneur.com/article/240291
53
Kent, Elizabeth. “Using Snapchat: A Guide for Brands,” Social Media Today, March 13, 2014. http://www.socialmediatoday.com/content/using-snapchat-guide-brands 54
AggData Excel Worksheet (original source before download: https://www.aggdata. com/aggdata/complete-list-pizza-hut-locations)
55
Stinson, Liz. “Infographics: How Papa John’s and Domino’s Stack Up Across America,” Wired, Oct. 23, 2014. http://www.wired.com/2013/10/a-map-to-show-you-your-closetpizza-spot/ 56
Hynum, Rick, “The 2015 Pizza Power Report,” PMQ Pizza Magazine, Dec. 2014. http:// www.pmq.com/December-2014/Pizza-PowerThe-2015-Pizza-Power-Report/
57
“Top 100 Media Markets,” News Generation, Feb. 12, 2015. http://www.newsgeneration.com/broadcast-resources/top-100-radio-markets/ Fischer-Baum, Reuben. “How Your City’s Public Transit Stacks Up,” FiveThirtyEight, Jul. 31, 2014.http://fivethirtyeight.com/datalab/how-your-citys-public-transit-stacks-up/
58, 59
“Frequently Asked Questions,” Pizza Hut Franchise, Nov. 12, 2014. http://www.pizzahutfranchise.com/pizza-hut-frequently-asked-questions.php
60
“Coverage,” Kantar Media, Feb. 20, 2015. http://tgi.kantarmedia.com/international/ about-us/coverage 61
62, 63 “Pizzahut.com,” Hitwise, Feb. 20, 2015.http://www.hitwise.com “The Total Audience Report.” The Nielsen Company. Dec. 2014. http://ir.nielsen.com/files/doc_presentations/2014/The-Total-Audience-Report.pdf
Gavett, Gretchen. “How Self-Service Kiosks are Changing Customer Behavior,” Harvard Business Review, March 11, 2015. https://hbr.org/2015/03/how-self-service-kiosks-are-changing-customer-behavior
64