This document outlines a marketing campaign for Pizza Hut in Singapore to raise awareness of its pasta offerings. The campaign's objectives are to increase awareness that Pizza Hut serves variety of pasta dishes and enhance the meaningfulness of quality time spent with loved ones. The creative solution centers around the concept of "TWIRL. SLURP. SHIOK" to encourage social interactions. The campaign will utilize television, online banners, a microsite and in-store promotions to drive engagement across social and digital media. Campaign success will be evaluated based on pasta sales, video views, website traffic and social media responses.

1. SO SHIOKTWIRL. SLURP. SHIOK
Ad-renaline
This presentation and its content is intended for educational
purposes only and it should not be used for any other purpose without
prior authorization of the LKCSB@SMU. Singapore, April 2015

2. Ad-RENALINE
Corinne Andrea ShiJUn
Li Huan Shernice min Jun
Sociology & MarketingSociology & Marketing
Psychology & Marketing
Sociology & Marketing
Psychology & Marketing

3. CAMPAIGN
EVALUATION
BACKGROUND
CONTEXT
RESEARCH
FINDINGS
AIMS
OBJECTIVES
CREATIVE SOLUTION
MEDIA
OVERVIEW
TARGET
AUDIENCE
AGENDA

4. BACKGROUND
CONTEXT

5. VS
STRONG
ASSOCIATION
WITH PIZZA
LOW
AWARENESS OF
ITS PASTA
PROBLEM IDENTIFICATION
PROBLEM IDENTIFICATION

6. THE BRIEF
?!?!
Awarenessofitspasta
offerings
Purchaseofpasta
Amplificationof
response(WOM)
“ P i z z a H u t n o w o f f e r s a d e l i g h t f u l r a n g e o f
d e l i c i o u s t a s t i n g p a s t a s a t a n a f f o r d a b l e
p r i c e ! ”
KEY RESPONSE

7. TARGET
AUDIENCE

8. New age working
parents
Millennial working
professionals

9. New age working
parents
Millennial working
professionals
• Works long Hours AND EVEN
OVERTIME IF REQUIRED DELIVERY SVC
• MID OR JUNIOR POSITIONS WITH SOME IN
FURTHER OR POST GRAD STUDY
• LACK OF TIME TO HANG OUT WITH
FRIENDS FAMILY, SHORT TIME AFTER
WORK OR WEEKENDS
• HIGHLY TECH ND SOCIAL MEDIA SAVVY
MILLENIALS
• LIKE DIGITAL COUPONS DISCOUNTS
• QUICK FIX MEALS BUT STILL WANT
VARIETY: THAI EXPRESS WITH THAI FOOD,
SAKAE SUSHI WITH JAP FOOD INTO
BRAND ASSOCIATIONS TO A CERTAIN
CUISINE
KEY TRAITS
• FINDS IT DIFFICULT TO SPEND TIME WITH
FAMILY
• USUALLY BOTH HUSBAND WIFE ARE
WORKING WITH CHILDREN LEFT WITH
PARENTS TO TAKE CARE
• ONLY HAVE TIME TO HANG OUT DURING
WEEKENDS
• SHOPPING MALLS DURING WEEKENDS
• QUICK FIX MEALS BUT STILL WANT
VARIETY: THAI EXPRESS WITH THAI FOOD,
SAKAE SUSHI WITH JAP FOOD INTO
BRAND ASSOCIATIONS TO A CERTAIN
CUISINE
KEY TRAITS

10. RESEARCH
FINDINGS

11. Reviewwebsites
Perception Survey
News on Consumers
RESEARCH METHODS
ConsumerReports

12. RESEARCH FINDINGS
of Singaporean ASKED
FROM A STREET SURVEY WE CONDUCTED
SAID THE FIRST THING THAT COMES TO MIND IS
90%
PIZZA

13. RESEARCH FINDINGS
of Singaporean workers have
only
6 hours of quality time
with family
40%

14. RESEARCH FINDINGS
”Family dinners become the sacrificial
lamb for our busy schedules, and
family time isn’t really the same
anymore.”
- Benjamin , Singaporean
CONSUMER INSIGHTS

15. RESEARCH FINDINGS
“It is not that I want to work till so late
but I have no choice. There are so many
things to do. If I were to stop work at five
and go home, I would never be able to
finish my work and this would jeopardize
my career.”
CONSUMER INSIGHTS
- 31 Year OLD OPERATIONS MANAGER, Singaporean

16. RESEARCH FINDINGS
NEEDS OF
Millennial
working
professionals
NEEDS OF New
age working
parents
CONSUMER INSIGHTS
COMMON DESIRE: SPEND MORE QUALITY TIME WITH FAMILY FRIENDS

17. DESIRETO
SPENDMORE
QUALITYTIME
WITHLOVED
ONES
MAKEEVERY
MOMENT
COUNT
ENHANCE THE
MEANINGFULNESS
SIGNIFICANCE OF THE
QUALITY TIME SPENT
WITH THE LOVED ONES
VALUE
PROPOSITION

18. AIMS
OBJECTIVES

19. Raise awareness that pizza hut serves:
A A variety of pasta and B quality pasta
OBJECTIVE 1
KEY OBJECTIVES
Enhance MEANINGFULNESS SIGNIFICANCE OF quality time with
loved ones
integrating pasta eating experience as social inclusive one
HIGHLIGHTING A SIMILAR RITUAL WITHIN THE EXPERIENCE
OBJECTIVE 2

20. Raise awareness that
pizza hut serves:
A A variety of pasta
and B quality pasta
OBJECTIVE 1
KEY OBJECTIVES
Enhance MEANINGFULNESS
SIGNIFICANCE OF
quality time with loved
ones
integrating pasta eating
experience as social
inclusive one
HIGHLIGHTING A SIMILAR
RITUAL WITHIN THE
EXPERIENCE
OBJECTIVE 2
• INCREASE TOTAL SALES of 5000
PASTA DISHES WITHIN FIRST
MONTH OF CAMPAIGN
• ENHANCE SOCIAL MEDIA
ENGAGEMNT BY 20
BROAD TARGETS

21. CREATIVE
SOLUTION

24. FLIP
SO SHIOK!
CREATIVE SOLUTION
1!

25. FLIP
SO SHIOK!
CREATIVE SOLUTION
2!

26. SO SHIOK!
CREATIVE SOLUTION
TWIRL. SLURP.
SHIOK
MAKAN
TOGETHER,
LAGI SHIOK
ENHANCE THE
MEANINGFULNESS
SIGNIFICANCE OF
THE QUALITY TIME
SPENT WITH THE
LOVED ONES
DESIRED VALUE
PROPOSITION
SO SHIOK
CAMPAIGN
Make INTERACTIONS
MEANINGFUL
SIGNIFICANT
ENCOURAGE
CUSTOMERS TO SPEND
MORE TIME TOGETHER
AND IN TURN MEET
THEIR DESIRES
KEY
VALUE
ROUTE TO SUCCESS
Raise awareness that
pizza hut serves:
A A variety of pasta
and B quality pasta
OBJECTIVES
Enhance MEANINGFULNESS
SIGNIFICANCE OF quality time with
loved ones
integrating pasta eating
experience as social inclusive
one HIGHLIGHTING A SIMILAR RITUAL
WITHIN THE EXPERIENCE

27. CREATIVE EXECUTION
TELEVISION COMMERICAL ALSO FOR YOUTUBE

28. CREATIVE EXECUTION
SINGLE PAGE MICROSITE
FRONT PAGE TVC, PASTA OFFERINGS MOBILE APP FEATURE
DYNAMIC SOCIAL MEDIA POSTS GALLERY WITH POSTS COUNTER
SINGLE PAGE MICROSITE
• Features 5 tabs
• First tab – TVC, Pasta Offerings and
Mobile app add-on
• Second Tab- Race to 5000 shiok posts
including a gallery of collated Facebook
post and Youtube response video under
#pizzahutsoshiok
• Third to Fifth Tabs, feature what the
campaign is about and is embedded
with traffic driver to delivery website and
mobile application
• The submissions will be collated into a
video THANK YOU message once there
are 5000 posts and a discount coupon
code through #ThankyouShiok

29. CREATIVE EXECUTION
ABOUT SHIOK CAMPAIGN DETAILS WITH TRAFFIC DRIVERS CALL TO ACTIONS
SINGLE PAGE MICROSITE
***Embedded with traffic drivers to drive to Pizza Hut’s own site and delivery sites

39. CREATIVE EXECUTION
DIGITAL BANNERS
GOOGLE DISPLAY IN 3 SIZES
TODAYONLINE CHANNELNEWASIA.COM MOCK FACEBOOK POST MOCK

41. CREATIVE EXECUTION
IN STORE – MENU INSERT
FEATURES DISCOUNT CHALLENGES OF TWIRL, SLURP, SHIOK
MENU INSERT
• To drive in-store
engagement and to drive
further social
amplification by having in
store challenge -Twirl,
Slurp, Shiok! Pasta
Challenge
• Participants gets 5% off
their bill if they complete
the challenge and allow
the store to upload their
photos on the the Pizza
Hut Facebook Group
and under
#pizzahutsoshiok
• Features all the pasta
offerings too

42. CREATIVE EXECUTION
MOBILE APPLICATION ADD ON
SEND A FRIEND A DISCOUNT COUPON USING TWIRL, SLURP SHIOK!
TWIRL. SLURP. SHIOK
MOBILE APP ADD ON
• Users who have completed their delivery purchase will be able to send their friends a digital coupon via the
mobile application, once they completed the three gestures.

43. MEDIA
EVALUATION

44. MEDIA CHOICE STRATEGY
Integrated Campaign
• APAC’s most social media savvy country-
91% social media consumption rate , 152%
mobile subscription rate
• Growth of 56% in active social media users
and 57% in mobile social usage rate
• Singaporean and Millennial highly receptive to
gift and discount coupons
• Strong loyal customer base and in store
promotional approach can be used to drive
campaign
Conclusion: Mixed channel strategy with a focus of
social media strategy for the young working
professionals
Consideration: Still keep budget low
Source: We are Social

45. CONSUMER JOURNEY
TVC YOUTUBE
MICROSITE
WEB BANNERS
RESPONSE VIDEO COUPON
MOBILE COUPONS
AWARENESS AMPLIFICATION
IN STORE ACTIVITY DISCOUNT

46. MEDIA TIMELINE
Week!!
In#Store#Ac+vity#
TVC#
1! 2! 3! 4!
In#Store#Menu#
Campaign#Microsite#
Social#Media#TVC#
Facebook#Ads#
Response#Video#
Web#Banners#
Google#Display#Ads#
Interac+ve#Mobile#App#

47. CAMPAIGN
EVALUATION

48. CAMPAIGN EVALUATION
PASTA SaleS
Viewership
TVC YOUTUBE
Traffic to website
No. of pizzahutsoshiok
THANKYOUSHIOK DISCOUNT
CODE
Media impressions

49. THANK YOU
QUESTIONS ANSWERS
Ad-renaline
This presentation and its content is intended for educational
purposes only and it should not be used for any other purpose without
prior authorization of the LKCSB@SMU. Singapore, April 2015