Team #154

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IntroductionPizza Hut’s the world’s largest pizza company. Over the years, Pizza Hut has become an integral part of people’s social lives. According to the case study, 43 percent of all orders are done through a digital channel.

Pizza Hut’s recent “Flavor of Now” campaign features 10 new crust options, five new toppings, six new sauces, four new “drizzles”, and 11 new specialty pies. Not only is the pizza cravable, but now there are many options with the chance for inaccuracy to abound. The digital ordering experience is convenient, fast and most importantly, your pizza is delivered accurately. Customization and control are very important to young consumers. Through this campaign, we will reconnect with Pizza Hut’s customers on a whole new digital level and give them the power to control their perfect meals.

Research2. Executive Summary3. In-House Commentary & SWOT4. Brand Perception5. Competitors6. Target Segments7. Primary Research

Creative8. The BIG Idea9. Commercials11. App Enhancements12. Contest13. Digital Advertising15. Out of Home17. Social Media18. Events

Media19. Media Strategy20. Flighting Chart21. Campaign Evaluation22. Bibliography

Table of Contents

executive summaryCampaign Objectives:• 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 percent of all orders done online/mobile by end of 2015

Target Market:Our target market consists of digital millennials aged 18-34 who do not currently order pizza online and existing Pizza Hut consumers who already order online.

Key findings:Women & men aged 18-34 are frustrated when their order is inaccurate. They will most likely not order again from the same restaurant if there is an error or delay.

Creative strategy:Demonstrate how using Pizza Hut’s digital ordering creates a more accurate ordering process. Pizza Hut is positioned as the largest and most well-known pizza chain in the US.

7.9%

8.0%

21.9%

5.8%

25.0%

6.7%

14.7%

10.0%

Network CableLocalized CableWebsitesMobileOut Of HomePR PromotionsContingencyProduction

Budget Chart:

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Updated app and online ordering system availableStrengths

Be able to create a more innovative experienceOpportunities

“Flavor of Now” has so many delicious options, more room for error

Weaknesses

Competitors have a stronger edge in digital spacesThreats

To dig deeper into the consumer and employees’ needs, we developed a SWOT analysis over digital ordering.

swot analysis

in-house commentaryAfter launching the “Flavor of Now” campaign, we spoke with Pizza Hut employees and customers to find out their digital experiences:

“Online ordering and app ordering saves a lot of time, people don’t know what they want. As employees, we prefer online ordering.” -Pizza Hut Employee

“They could be on the phone for five minutes unsure about their order” -Pizza Hut Employee

“I always think I know what I want before I get on the phone but once they answer, I forget what I want” -Male, 23

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brand perceptionHow Pizza Hut is positionedPizza Hut is the most well-known pizza company that has achieved many firsts in the industry.

How market perceivesConsumers perceive Pizza Hut to be a premium pizza chain associated with family outings and social events. It is perceived to have superior taste and quality, but has yet to catch up with the technological savvy of its competitors.

“I trust a real person more than an online order form.” -Female, 18

“My first instinct is to look up their number and call them. I don’t even bother going to their website.” -Male, 29

We learned that our consumer is discouraged from using online applications when ordering a pizza.

“I was able to order our food while on our way home, so the pizza will be there when we actually get home” -Female, 33

Although our customers trust a person on the phone and are not used to ordering online, the target demographic is slowly moving towards digital. We believe the positives of ordering digitally outweigh their doubts.

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competitors

Little Caesars:Tagline: Pizza! Pizza!Attribute: Hot and ready, five dollar pizza Analysis: Pizza is hot and ready for the customer to walk in and pick up- not afraid to innovate- use breakthrough humor

“I like how quick you can buy a pizza” -Focus Group Participant

Papa John’s:Tagline: Better Ingredients, Better PizzaAttribute: Strong connections to sporting events Analysis: Highly recognizable- strong spokesperson- strong ties to the NFL- frequent media presence

“I always order Papa John’s because that’s just what I’m used to.” -Focus Group Participant

Domino’s:Tagline: OH YES WE DID Attribute: Digital app is popular with millennials Analysis: Strong foundation in the digital atmosphere- engaging ways to interact with customers

“I really like their Pizza Tracker because I know exactly what stage my pizza is in.” -Focus Group Participant

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target segmentsPizza Hut’s audience spans a large age range. We chose to focus on the digital millennial aged 18-34 due to the objectives of the campaign. We believe we can use innovation to connect with millennials and differentiate Pizza Hut from their competitors.

Famillennial PleasersThey are young parents 24-34 years old looking to provide a convenient and good tasting meal for their family. They appreciate rewards and deals with their purchase that benefit a cause or promote social responsibility. Their eating habits are heavily influenced by their children’s tastes. Technology plays the role of a solution-finder in their lives. They bring their family together through a meal and are looking for healthy, convenient and tasty options that satisfies everyone. “The major thing is realistic wait times. If we actually knew how long it was going to take to be delivered, parents could plan ahead so kids don’t get irritated.”

Social SnackersThey are male and female customers aged 18-22 who want a quick and easy way to order food with their friends and family members. These consumers are multitaskers and well-versed in technology and social media. They use technology to share what is happening in their lives and to connect with friends. They enjoy food in social settings and seek out incentives and deals to stretch their budgets and eclectic tastes. “I’ve called [fast service restaurants] a lot and they’re usually busy and no one picks up [the phone], so I’ve transitioned to online ordering.” “Sometimes the lines are so long that I order online ahead of time so I can skip the line.”

Independent EnjoyersThey are post-college, self-reliant, male and female graduates aged 23-27. They are frugal spenders that appreciate deals and personalized ordering options. These individuals enjoy the occasional night out with friends and family, but may also order in and have a night just to his or her self. They are constantly on the go and use technology as a tool to simplify their busy lives. They are often looking for the convenient but healthy option, whether that is during their lunch break at work or when hosting a party to watch a football game with friends. “One of the reasons I don’t like ordering over the phone is that if I don’t have a menu in front of me, so I don’t know what I am ordering.” “It’s simple and at my fingertips.” (referring to ordering through an app)

*We understand our ages overlap, however we broke it up into two different life stages; post-grad and young families.

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primary research145 responses total

2. What do you dislike about ordering pizza? 33% giving credit card information 33% the order being messed up 34% problems hearing over the phone

33% 34%

33%

1. What is your preferred method of ordering pizza? 59% over the phone 31% online 7% tablet/smartphone app

59%7%

31%

4. Would you switch your preferred method of ordering if it could be guaranteed accurate? 76% Yes 24% No

76%

24%

3. Would you be more willing to order pizza online if there was an incentive? 92% Yes 8% No

92%

8%

Phone CallsWe interviewed seven famillennials to obtain information on their experiences ordering pizza. Out of our three target segements, they are the hardest audience to convert to digital ordering. • Families feel annoyed when the store employees make an error and their orders are not correct.• Parents find online ordering an easier option with young kids around.• Parents will not order again from the same restaurant if there is a delay or an error.

Blind Perception TestWe served three pizzas from Pizza Hut, Domino’s and Papa John’s on identical trays to 15 focus group attendees. They proceeded to rate taste, appearance and quality of the pizzas. During the discussion session, 60% of the participants agreed the pizza from Pizza Hut was of better quality than the rest. People liked specific things about each brand. Even though Pizza Hut is likeable, the ordering process needs to be improved.

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insights and big ideaPizza Hut is a brand motivated by the desire to innovate digitally and become a leader in mobile ordering. With the new “Flavor of Now” menu, consumers are given more delicious choices than ever before and have the opportunity to get their pizza made just the way they like it. With this in mind, we know the importance of having the pizza delivered be the pizza you ordered. Consumers are most satisfied and more likely to repurchase if their order is accurate. By using the Pizza Hut mobile app, customers have more control of the order and delivery process and can verify that their order is right every single time.

Key Findings• Consumers are frustrated and upset when their order is not accurate• Digital ordering creates a more accurate ordering process

BIG IDEA

So perfect, it’s like you made it yourself!The consumer’s ability to take control of their order gives them the feeling that they made the pizza themselves. Customers want to feel like they are an integral part of the process because they feel comfort knowing their order is accurate. The Pizza Hut mobile app puts ordering in the consumer’s hands leading to the tagline we’re excited to recommend.

TAGLINE

Take APPsolute ControlThis tagline for Pizza Hut’s digital campaign is a promise that by using Pizza Hut’s mobile app, customers will enjoy the exact delicious pizza they ordered. It fits Pizza Hut’s humorous brand personality and highlights the importance of using the app to achieve accuracy.

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commercialsCommercial Spot: Extra Cheese

Start Flashback

End Flashback

1. Mmmm, just what I ordered.

4. Some might call me the best delivery guy in the world…

7. I read the order coming through the Pizza Hut mobile app and know that I am going to make that pizza right every. single. time.

7. Are you suggesting I am going to order, make and deliver my own pizza? Well, yeah ... sort of. But this is a metaphor.

2. I’ve got a medium Hot and Twisted with pretzel crust and extra cheese here.

5. …because I always know the address.

8. No one’s actually suggesting you’re literally going to make the pizza every step of the way, but with the Pizza Hut mobile app, accuracy is finally in your own hands. May you never eat without extra cheese again!

3. Are you sure you remembered that extra cheese?

6. Others might say I am the most accurate pizza maker that ever lived…

3. Of course I’m sure, it’s you you’re talking to you.

6. …because I have never forgotten to add a topping.

9. Pizza Hut, it’s time to take APPsolute Control.

take APPsolute Control.

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commercials

Commercial Spot: Little KidSimilar to the storyboard, the spot will begin with a mother and daughter taking the delivery of the pizza the young daughter ordered on the Pizza Hut mobile app. The spot will then flashback through the process. We will depict the story of a picky eating young girl who ordered a large Supreme pizza, but removes her ingredients until all that remains is the pepperoni pizza.

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Commercial Spot: CoupleSimilar to the storyboard, the spot will begin with a couple receiving their pizza at the door, and flashback through the process. The spot will show a pizza split in half with a Meat Lovers and Skinny Luau pizza. The couple will act together to make and deliver their pizza.

APP Enhancements

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The Pizza Hut mobile app will have a tracker with photos showing where the pizza is in the ordering process. The photos will provide a way for the consumer to self-check their order to see it is made just the way they like it. Customers deserve to know the status of their pizza and the pizza tracker allows the consumer to engage in the process, taking control of their order.

Pizza Tracker

Split the CheckThe Pizza Hut mobile app will allow the consumer to split the check on the app. This enhancement will allow the customer to put more than one credit card saved and be in APPsolute control of the check.

Comment BoxThe Pizza Hut mobile app could provide a comment box at the end of an order that allows consumers to note dietary needs or allergies. This will give customers a way to have custom orders and allow them to have APPsolute control.

Login with Social Media OptionCreating an account is seen as one of the biggest hassles with digital ordering. Providing users the option to login using existing social media accounts will help increase digital ordering.

Push NotificationsThe Pizza Hut mobile app could send users push notifications to let consumers know when their pizza is on the way. In addition, weekly deals or coupons could be sent to users this way.

Easy PayThe Pizza Hut mobile app will also have an easy pay feature that will make it more convenient for consumers to order digitally. This would allow consumers to take a picture of a credit card to connect with their mobile account, allowing the app to automatically remember the card number.

APP Enhancements

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contest We’re proposing a promotional strategy to give back to consumers. We believe that implementing a sponsorship program encouraging consumers to develop an enhancement to the Pizza Hut mobile app will be mutually beneficial for Pizza Hut and their audience. The program will consist of a contest where students will develop an idea for the app and submit it to Pizza Hut. The submissions will be evaluated and a finalist will be selected to win a cash prize to execute their idea. This program will help consumers gain awareness of Pizza Hut’s offerings, while also helping target the younger end of the target audience.

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digital advertising

Radio Spot: VO- Today’s my kid’s birthday party. Little Anna wants a princess themed party, and Bobby wants a dinosaur themed party, and of course, they both want pizza. So I do it myself. Why let anyone else take my order, when I know what they both want? No one knows what my kids like better than I do. I’m the best cook I know. When the pizza is good and ready, I send myself off to deliver it. I know all the shortcuts. Now that I think of it, I’m the best delivery guy I know, too. I drop off the right pizzas, six pepperoni lover’s with extra cheese and then I tip myself, because I deserve it. I know what you’re thinking. Can this guy really order, make and deliver his own pizza? Yeah I can! Well, sort of— this is a metaphor, and I got a little help along the way. With Pizza Hut’s mobile app I can be there with my kids and involved in my order. I got what I wanted because I took APPsolute control. Being party planning father of the year just got a lot easier.

Advertisement: Pizza Hut - Take APPsolute Control

Pandora/SpotifyWe plan to run a radio spot on Pandora and Spotify to connect with the millennial target. The spot will mimic the humorous personality of the rest of the campaign and highlight the consumer’s ability to take control and become part of the process while using the Pizza Hut mobile app.

BuzzfeedPizza Hut will sponsor three funny quizzes, “What Pizza Hut Pizza should You Order?” “What Disney Princess Should You Eat Your Pizza Hut Pizza With?” and “Which topping are You.” After the quizzes are taken, users will be encouraged to share their results online and visit the Pizza Hut website to order their pizza of choice.

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digital advertising

HEADLine: Accuracy is black and whiteTAGLINE: It doesn’t have to be complicated.

DESCRIPTION: Use the Pizza Hut mobile app and take APPsolute control. Millen-nials appreciate simplicity. This ad highlights the fact that Pizza Hut’s mobile app makes accuracy easy. The color and light represent the happiness and satisfaction that consumers feel when they receive exactly what they ordered.

HEADLINE: From Order to Delivery, It’s Your PizzaTAGLINE: With Pizza Hut’s mobile app, you take APPsolute Control

DESCRIPTION: Pizza Hut wants you there every step of the way. In this digital banner ad, a sequence of frames will feature a consumer doing each step of the order and delivery process. Consumers will know that with the Pizza Hut mobile app, they can order exactly what they want and it will always be accurate.

HEADLINE: It’s easier than ever to get exactly what you wantTAGLINE: You can be in charge of the process, use the Pizza Hut mobile App and take APPsolute Control

DESCRIPTION: In every situation, Pizza Hut customers want to be able to order from someone they can depend on. In this digital ad a pizza chef, delivery guy and customer will stand together as if taking a portrait, but instead of their faces you will see dotted lines and instructions telling the viewer to insert their own image. Pizza Hut believes that by giving customers more control, they will be satisfied knowing their pizza is in their own hands.

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out of home

Mall BillboardsHang up the Phone and Order Your Pizza a Better WayCopy: Don’t trust your order in anyone’s hands but your own. Mobile ordering makes accuracy easy. Take APPsolute Control.

The mall billboards will be located in our spot market cities and be positioned in a sequence displaying a customer, a Pizza Hut deliveryman and a Pizza Hut chef on each respective board. In place of each of their faces will be a mirror, so that the target can see their reflection on the body of each person in the process. The copy in this advertisement encourages customers to visualize a better way to order pizza, where they can be more involved. The boards provide a photo opportunity and a shareable way to promote the Pizza Hut brand online.

Box SeatsPizza Hut will sponsor the World Series and the SEC and ACC Championship football games in 2015. All three of these events attract massive ratings and appeal to our target audience. These literal “box seats” will offer select patrons at the baseball and football games free pizza and include a coupon promotion for the Pizza Hut mobile app. This experiential advertising technique will create buzz for Pizza Hut and help to promote the brand.

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out of homeInteractive App on Mall Wall

The interactive app will be in our spot market locations inside a mall near the food court. The life-size app will allow consumers to test out the app before downloading, save and share their order and even pick up their creation at the Pizza Hut in the food court. The interactive app is engaging and allows customers to test out what is beneficial about Pizza Hut’s mobile app, while generating buzz for the new digital campaign.

Bus WrapHeadline: Made for You By YouCopy: Download Pizza Hut’s mobile app to see how you can become part of the process.

Pizza Hut will take over buses in our spot market cities and wrap them with images featuring different Pizza Hut employees strategically positioned underneath each window. The head of our target consumer riding the bus will complete the bodies of each respective image and show the consumer that with Pizza Hut’s mobile app, they are part of the process. The images will attract the attention of onlookers and encourage them to download the app.

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social mediaTwitterFrom July 1, 2015 to December 31, 2015, we recommend using existing social media platforms to promote digital ordering. With Pizza Huts new app and online interface, ordering digitally gives the consumer the opportunity to create a pizza that will be “so perfect it’s like they made it themselves.” For each special event that falls under the duration of the campaign, users will be encouraged to use the hashtag #APPsoluteControl.

Consumers should be encouraged to participate in this social media campaign by receiving an incentive, such as 20% off your next pizza. During the holiday season, consumers will be encouraged to purchase e-gift cards that can only be redeemed digitally, increasing digital ordering.

SnapchatOur social snackers make up the 71% of total Snapchat users. We recommend that Pizza Hut creates an account to interact with users through stories of products, deals, and product launches. These stories can also encourage viewers to take control of their order through the app.

Social Media ContestWe recommend holding a contest during the first 30 days of the campaign asking consumers to post photos after ordering a pizza digitally. The contest will be tracked by using #APPsoluteControl. By posting a picture the consumer is entered in a drawing for a chance to win a free pizza.

#APPsoluteControl19

events

Along with the social media contests and initiatives, Pizza Hut should also create events in order to raise awareness for the simplicity and convenience of mobile/online ordering. In order to show consumers they can have “APPsolute control” of their order with the Pizza Hut mobile app, we recommend providing a select number of free pizzas to act as an incentive for consumers to use the app.

Pizza Hut should also host tailgates on campuses around their spot market. In order for this to be successful, Pizza Hut should provide iPads at a booth to allow consumers the chance to test out the features of the app. After the consumer sees how easy and accurate this process is, they will be more inclined to order digitally in the future.

IT’S TAILGATE SEASON

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media strategyObjective • In order to achieve our campaign goals, media will focus on digital platforms to reach our target audiences• Our objective is to position Pizza Hut as the top choice for our customers who order pizza digitally. The executions will reach 75% of all ordering done online/mobile by the end of 2015

Media Mix• Utilize a variety of mediums that engage the Social Snackers, Independent Enjoyers and Familliennial Pleasers• Present executions by enhancing out of home and digital media to unify Pizza Hut into our target lifestyles• Through our strategically cross-referenced spot markets and in-depth MRI research, we are able to reach our target on a national base through online advertising while also having a presence in their local media

Scheduling • The schedule will begin in July 2015 and go through December 2015• Mediums are strategically flighted based on when pizza sales are at the highest, which are the weekends, holidays and at sporting events• Our digital executions were distributed evenly throughout the time zones to ensure our west coast target audiences were reached

budgetWe chose a budget of $30 million because in 2013, Pizza Hut’s ad spending totaled $247.4 million. We believe 12% of that total over a six month campaign is feasible with the current spending thabits.

Spot MarketsWe located every Pizza Hut and chose the clusters that had a 10 mile radius around it. We cross referenced other online references and utilized MRIs to determine the spot markets

1. Washington, DC (Eastern Time Zone) 2. Orlando, FL (Eastern Time Zone) 3. Cleveland, OH (Eastern Time Zone)4. Philadelphia, PA (Eastern Time Zone)5. Chicago, IL (Central Time Zone)6. Kansas City, KS (Central Time Zone)7. Bloomington, Minnesota (Central Time Zone)8. St. Louis, Missouri (Central Time Zone)9. Irving, TX (Central Time Zone)10. Fort Worth, TX (Central Time Zone)

11. San Antonio, TX (Central Time Zone)12. Houston, TX (Central Time Zone)13. Nashville, TN (Central Time Zone) 14. Denver, CO (Mountain Time Zone)15. Fremont, CA (Pacific Time Zone)16. Anaheim, CA (Pacific Time Zone)17. Portland, Oregon (Pacific Time Zone)18. Glendale, AZ (Pacific Time Zone)19. Kent, Washington (Pacific Time Zone)20. Vancouver, Washington (Pacific Time Zone)

7.9%

8.0%

21.9%

5.8%25.0%

6.7%

14.7%

10.0%

Network CableLocalized CableWebsitesMobileOut Of HomePR PromotionsContingencyProduction

1

2

35

6

7

813

1415

16 18

11

10 912

1720

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flighting chartMedia Type:

week1 week 2 week 3 week 4 week 5 week 6 week 7 week 8 week 9 week 10 week 11 week 12 week 13 week 14 week 15 week 16 week 17 week 18 week 19 week 20 week 21 week 22 week 23 week 24 week 25 week 26 week 27Cable TVNetwork CableNetwork Cable

ABC FamilyComedy Central

E!Food NetworkLocalized Cable

ABC FamilyComedy Central

E!ESPN

Food NetworkDigital & Mobile

DigitalBuzzfeed

ESPN WebsiteGoogle Adwords

HuluIMDB

PandoraSpotify

YoutubeSocial Media

FacebookInstagramSnapchat

TwitterOOH

Bus Wraps Malls

Saturated “Box Seats”

On-Site Promo

July august september october november december

ImpressionsCable TVNetwork CableABC Family......................Comedy Central..............E!........................................Food Network..................

Localized CableABC FamilyComedy CentralE!ESPNFood Network

Digital & MobileBuzzfeed...................................................ESPN Website...................Google Adwords........................Hulu............................................IMDB........................................................Pandora.......................................Spotify.........................................Youtube.....................................

Social MediaFacebook.............................Instagram................................Snapchat.........................................Twitter....................................

OOHBus Wraps MallsSaturated “Box Seats”On-Site Promo

6,111,000,0006,111,000,0005,488,000,0005,544,000,000

n/a75,000,000users

30,000,00030,000,000

n/a20,000,00020,000,000

250,000,000

3,391,304155,815

n/a5000000

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campaign evaluationMeasurementTo track the increase in awareness and usage of digital ordering, we plan on monitoring:• App orders and downloads before and during the campaign• Nielson impressions for our television spots• Use of our hashtags • Click-through rate of online banner ads• Clicks on Google Adwords • Use of the interactive billboards in malls• Use of saturated coupon drops• Number of Snapchat friends and views• Quality of conversion regarding Pizza Hut throughout all social media: positive, negative, and neutral

In addition to tracking our executions throughout our campaign, we also plan to analyze Pizza Hut’s mobile app favorability by adding a survey at the end of the app ordering process.

concept testingAPPsolute Control was received well by all three segments and is expected to result in higher participation. “The APPsolute Control thing is very catchy. You are adding to the app with splitting the check. It will appeal to the younger crowd” -21, male

“I would do it on the app because I can avoid bad reception over the phone. It’s convenient.” -30, female

We found some consumers talking about Domino’s tracker. “If I can watch it, like Domino’s, I would definitely order” -25, male

We went one step further and included pictures of the ordering process in the app every topping of the way. People can control and watch their order now.

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bibliography

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75 Customer Service Facts, Quotes & Statistics. (n.d.). Retrieved March 27, 2015, from http://www.helpscout.net/75-customer-service-facts-quotes-statistics/

2015 Football Schedule announced. (n.d.). Retrieved March 27, 2015, from http://www.secsports.com/article/11701342/2015-football-schedule-announced

About SQAD. (n.d.). Retrieved March 27, 2015, from http://sqad.com/about-sqad/

ACC Championship Tickets. (n.d.). Retrieved March 27, 2015, from http://www.vividseats.com/ncaaf/acc-football-championship-tickets.html

And Hulu’s Average CPM in 2013 is... (2013, December 19). Retrieved March 27, 2015, from http://www.reelseo.com/hulu-cpm-2013/

Google AdWords Community. (n.d.). Retrieved March 27, 2015, from https://www.en.adwords-community.com/t5/Performance-Optimization/What-is-Avg-CPM-in-CPC-based-Campaign/td-p/223935

Pizza Hut Social Media Page. (n.d.). Retrieved March 27, 2015, from http://brands.ignitesocialmedia.com/pizza-hut/

Quora. (n.d.). Retrieved March 27, 2015, from http://www.quora.com/How-much-does-it-cost-to-advertise-on-spotify

SiteAdWiki. (n.d.). Retrieved March 27, 2015, from http://www.siteadwiki.com/2014/03/pandora-advertising-cpm-rate.html

The advantages of an online food ordering system. (2013, December 16). Retrieved March 27, 2015, from https://www.gloriafood.com/advantages-of-online-food-ordering/

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IT OUTPERUVIAN CHERRY PEPPERS? NO. SERIOUSLY.

PREMIUM

PIZZA HUTFLAVOR OFNOW.

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TO GO WITH THEDELICIOUS SAUCESINGREDIENTS & CRUSTS

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ASIAGO CRUST?DONE AND DONE