Boston University's NSAC 2015 plansbook for Pizza Hut App/Website

2. TABLE OF
CONTENTS They say time is money.
But the truth is, that doesn’t even come
close to capturing time’s true value.
Many things aren’t equal in life, but we all
get the same 24 hours in a day. Until now.
Because if time is money, with Pizza Hut,
you cash out big.
Time is the world’s most precious resource. It can buy a conversation with
old friends, a new skill learned, or one more story read to your child before
bed. But the thing about time is: once’s it’s spent, it can never be taken back.
In today’s fast-paced, sorry-no-time-to-chat world, the universal need for
time makes convenience even more vital. Consumers don’t have time to
waste. The proverbial promise of “30 minutes or less” has long made pizza
the go-to choice for quick comfort food, and Pizza Hut the #1 brand.
With the shift towards online and mobile ordering, busy, time-starved
consumers have grown to expect the companies they love to be as digital
and time-savvy as they are. This is where the opportunity lies for Pizza Hut.
By creating a digital ordering experience that reflects the consumers’ need
for speed, convenience, and efficiency, Pizza Hut can refund them the time
they would have spent figuring out dinner.
2.
8.
10.
25.
25.
15.
Research
SWOT
Competitive Landscape
Industry Analysis
Research Objectives
Target and Insights
Media Consumption
Media Platforms
App Navigation
New Features
Time Frame and Logistics
Print Ads
TV
YouTube Pre-Roll
Buzzfeed
Digital Banners
Radio
Uber Partnership
Twitter
Bus Shelter
Media Strategy
The New App
Media Plan
Evaluation & Sources
Our Campaign-
24:30

3. PizzaHutAtthemoment
Perception
is reality
outdated
cheap
Generic
1990s
processed
STALE
mediocre
“
”
tired
average
• Historically perceived as a dine-in pizza option
• Lack of online and app ordering awareness
• Perception as an outdated, less innovative option
• Recent campaigns lack compelling target insights
• #1 largest pizza chain in the U.S.
• 56 years of experience
• Credible and recognizable family brand
• Breadth of menu
• Capitalize on smartphone users
• Take advantage of technological advances
• Develop stronger digital presence to increase transparency
• Treat time as a precious comodity
• Third party delivery apps (Foodler, Grubhub, Eat24, etc.)
• Pizza Trackers and more successful loyalty programs
(Dominos, Papa Johns)
• Fast-casual and made-to-order concepts cause a decrease
in available market share
STRENGTHS
S
w
O
T
OPPORTUNITIES
THREATS
WEAKNESSes
People describing Pizza Hut
IN one word

4. • Back-end innovation has led to faster cooking times
•Mobileandonlineordersfocusonorderanddeliveryspeed
• Time-starved customers get delivery and take-out more often
Speedisparamount
• Mobile and online ordering options are expected
• Technology enhances customization, speed, and convenience
• Partnerships with innovative companies create halo effect
brands are innovating
60%of all consumers
order food
through an app
once a month
77%of all consumers
use mobile or
online ordering
60%of all restaurant
meals are
takeout or
delivery
The Point of sale has moved
Little Ceasars’ mission to get the best quality take-out pizza at the best
price, is attractive to young Millennials on a budget. Although their tagline,
“Hot n’ Ready,” gives them the perception of convenience, Little Caesars’ lack
of online ordering option may alienate digital focused Millennials.
Little Caesars
With 40% of their sales conducted online, Domino’s is the digital leader in
the pizza category. Their Pizza Tracker, voice ordering system “Dom,” Ford
Sync partnership, and social media engagement gives them an advantage
amongst digitally-minded Millennials.
DOMINo’s
Papa John’s promise of “Better ingredients, better pizza,” resonates with
Millennial parents who are increasingly focused on the quality of food they
provide for their children. Their #1 Customer Satisfaction rating shows an
understanding of the principle that Millennials need to feel catered to.
PAPA John’s
Thepizzaindustryinaword:
evolving
some competitors are
Deliveringonthis
others are primed to because they
appeal to Millenials

5. Position Pizza Hut as top choice for
customers who order pizza digitally1.
Provide the greatest digital ordering
experience in the category2.
Hit the target of 75 percent of all orders
done online/mobile by the end of 20153.
We asked our target what
they would do with an extra
30 minutes. Their answers
reflect a shared need for extra
time to do just about anything.
Surveys
Completed881
markets
visited10 interviews
conducted60
Pizza Huts
visited15
App Focus
groups held2managers
interviewed5
Post-it Hut1
Your Case Our study

6. Having a full schedule is unavoidable
for the Time-Starved. After coming
of age during the recession, the
Time-Starved are no strangers to
hard work. Whether it’s taking care
of the kids, staying late at work, or
cramming weeks of studying into one
night, the Time-Starved don’t have a
minute to waste.
They have
Full Plates
Their full plates leave the Time-
Starved very little time to unwind.
43% of all millennials say they don’t
have enough leisure time in their
lives, so they place incredible value
on the time that they do have and
find it wherever they can—whether it
be a 15 minute walk to get lunch or a
quiet moment before bed.
Time is Currency
to them
With no time to waste, the Time-
Starved make their purchasing
decisions based on what is the
easiest and most convenient.
The less time they have to spend
fumbling through an app, the better.
Efficient service makes the time-
starved more likely to reuse that
service the next time.
They are
ConvenienceDriven
The target audience for this campaign can be broken down into three subgroups who
all have the same thing in common: a lack of time. Each member of our target spends
a majority of his or her day making things happen. Whether it is in the classroom, the
workplace or the household, this person is connected, focused, and productive.
TheyareTHE
time-starved
THE STUDENT
(AGE: 18-22)
THE YOUNG PROFESSIONAL
(AGE: 23-28)
THE PARENT
(AGE: 29-35)

7. Time-starved
behavior Rory is an aspiring sportscaster in Chicago
working for his local sports network. Rory has a
highly followed Spotify account, which he listens
to throughout his 65-plus hour work week. He
runs around the city six days a week and notices
bus shelter ads and billboards. Rory enjoys
cooking each night, but after seeing how much
time his roommate saved by ordering through
his Foodler app, Rory downloaded it. Rory is now
a preferred customer.
Amy is 34 and a mother of two
young kids. Amy works from
home as a graphic designer.
When she’s not busy with work,
she is taking her kids to their
activities. Amy is on social media
to catch up with old friends that
she doesn’t get the chance to
see anymore. Amy considers her
“me time” doing chores, reading
a magazine, or watching The
Bachelor. Amy manages to put
dinner on the table 6 nights a
week. Amy orders pizza for the
babysitter when her and her
husband enjoy date night.
Sarah is a junior in college and
actively involved in the school’s
Mock Trial team. She aspires
to be one of Indiana’s top
attorneys. Sarah takes a bus
to her internship and listens
to Pandora radio. Sarah uses
her phone for everything from
staying organized to ordering
food, especially when she has a
lot on her plate. Her favorites
apps are Google Calendar,
GrubHub, and BuzzFeed.
“Sometimes I don’t
feel like cooking…
or changing out of
my sweats.”
- Sarah
“When I am too
busy to cook… we’ll
take the quick route
of ordering in.”
- Rory
“Ordering online is
so much easier. You
don’t have to talk to
an automated voice
or anything”
- Sarah
“[I order pizza
when] I want a
good meal that I
don’t have to cook!”
- Amy
THE STUDENT
THE YOUNG
PROFESSIONAL
Whattheysay
abouttheirown
eatingbehavior
THE PARENT

8. Thisishowwe
foundthem
The Time-
Starved love
their pizza, they
are attached to
their phones, and
they are heavy
app users.
connecting the
dots
App use
MILLENIALS USE UP TO
MORE THAN ANY OTHER DEMO.
29 APPS/MO.
MILLENIALS ARE
TO USE APPS TO ORDER FOOD
2X AS LIKELY
Pizza behavior
HOUSEHOLDS WITH
CHILDREN ARE HEADED
BY MILLENIALS32%
PREFER PIZZA BRANDS
WITH LOYALTY PROGRAMS
AND PERKS/DISCOUNTS64%
OF 18-26 YEAR OLDS
HAVE HAD PIZZA
IN THE LAST MONTH
OF 27-35 YEAR OLDS
HAVE HAD PIZZA
IN THE LAST MONTH
96%
94%
AND
OF ALL MILLENIALS
ORDER ONLINE
REGULARLY
OVER
35%
smartphone use
OF 18-26 YEAR OLDS
OWN THEIR OWN
SMARTPHONE
OF 27-35 YEAR OLDS
OWN THEIR OWN
SMARTPHONE
85%
86%
AND
MILLENIALS SPEND
ON AVERAGE ON
THEIR PHONESHOURS
14.5
PER WEEK 18-24
YEAR OLDS SPEND
ON THEIR PHONEHOURS
37

9. HowtheTime-Starved
Consume
media
BROADCAST
• Broadcast effectively reaches diverse markets throughout the country.
Its national reach is one of the most efficient and effective ways to build
Pizza Hut’s brand message.
CABLE
• Cable will reach more specific audiences throughout the nation.
Through cable we can advertise during syndicated shows at a discounted
price in comparison to broadcast.
They watch a lot of tv
PEOPLE MAGAZINE
• With 44 million readers, People Magazine is the biggest media event of
the week. Of that readership, 61% are between the ages of 18 and 49.
REAL SIMPLE
• 56% of readers lie between 18 and 49 years old.
• Readers spend an average time of 41 minutes reading the magazine.
They’re choosey about magazines,
but engaged readers
THey absorb Media outdoors, too
TRANSIT
• They wait for public transit and sit in traffic when commuting;
time not planned for. So, they read outdoor ads to stay entertained and
engaged. During the evening commute, they’re planning dinner.
RADIO
• During these commutes, drivers listen to their car radio. Some will
listen to Pandora and Spotify on their phone instead, which commuters on
foot also listen to.
They’re online and on mobile a ton
FACEBOOK
• Users spend an average of six hours and 35 minutes
on Facebook daily.
• Facebook has 600 million monthly users on the mobile app.
YOUTUBE
• Over 2 billion YouTube videos are streamed every day.
• In January of 2015, YouTube had 165,617, 993 unique visits and 57% of
website users fall between the ages of 25 and 54.
BUZZFEED
• Use platform to promote content that is applicable/related to brand.
• Click-through rates for story units have proven to be 10x the industry
standard for banner ads.
TWITTER
• Will act as engine to drive existing consumer and new consumers to the
mobile app.
• Paying for Twitter promoted ads, clicks, and trends, directly increases
traffic to the mobile app.

10. brand Focused
mostly traditional outlets
1.
2. product Focused
mostly second-screen & non-traditional
We’ll be unvieling two complementary media plans that
are part of one coheisve campaign.
Drive traffic to the mobile app
• Drive traffic to the mobile app and online site to position Pizza Hut as
the top choice for customers ordering pizza digitally through a clear
“call-to-action.”
• Create the greatest digital ordering experience through the
re-invented Pizza Hut App, with features that extend beyond what other
pizza restaurants in the category have.
• Through outdoor, print, television, online, and social advertising
executions, reach Pizza Hut’s desired target of having 75% of all orders
completed online or on a mobile device by the end of 2015.
Pulse Media consistently
• Pulse media consistently throughout a seven-month-long campaign.
• Campaign launch in July will use all forms of media across all channels
to generate awareness of the new app.
• Extend and highlight promotions through August and September to
correspond with the “back to school” rush.
• October through January will focus on traditional media outlets, like TV
and print, to coincide with football season.
• Second screen media channels will complement the push in
traditional outlets.
• TRANSIT
• FACEBOOK
• PANDORA
• TWITTER
• BUZZFEED
• SPOTIFY
• TV • PRINT• YOUTUBE
targeting suburban commuters
• Our ad campaign will spread across twelve cities in which Pizza Hut
already has a strong presence that can be improved upon.
• Media placements will be bought in Los Angeles, San Francisco,
Chicago, Atlanta, San Antonio, Phoenix, Washington D.C., New York
City, Dallas, Orlando, Boston, and Denver.
• Buys will be based on media usage and lifestyles of the target
audiences in the above cities and surrounding metro areas.
Sothat’sexactly
Where
we’regoing

11. First,BuildABetterApp
• Easy, clear navigation
• Clearly displayed information (contact info, coupons, promotions)
• Transparency in the ordering process (tracker, etc)
• No unnecessary content or repetition of information
• Little information to fill out (drop a pin instead of filling out address)
• Appreciate the “order now button” because it expedites the process
• Appreciate the previous orders page
• Ordering should be a 3-tap process: Open app, select order, drop pin
• No slick maneuvers like suggesting items
• Minimize unnecessary pop up information
• No unnecessary push notifications
Direct
(PICTURED:EXISTINGPIZZAHUTAPP)
QUICK
SIMPLE
The Time-Starved told us in
focus groups that they want their
website and app experience to
be about them. Time is currency.
They want to feel that they got
the most benefit for the least
amount of time.

12. Weappliedthatfeedbacktobuild
thenewaPP
Everything exists on one page. An easy
nav-bar on the top shows where to find
items. No more getting lost in multiple
pages. Design translates cross-platform.
3-touch ordering:
• Select item
• Press order
• Confirm order
direct Layout
quick Ordering
Swipe from the left to access your cart.
Swipe from the right to access the menu.
And there’s only one pop-up: confirm order.
simple Structure

13. Users want to know when their pizza willl arrive
and where it is along the delivery route, not just
when it leaves the kitchen.
In A/B testing of 63 respondents,
comparing the proposed design of the
Pizza Hut App to the existing design,
respondents prefered new design.
Every day, app users will be able to
spin the wheel of pizza and win a
small prize that they can apply to
their next order. Rewards expire after
24 hours, giving users a reason to
come back to the app every day.
Customers most often order pizza to share with
others, and they want to be able to split the bill
with their friends simply and directly.
Pizza Tracker
Users liked the
changes we made
Pizza Spinner
Bill Splitter
newfeaturesthatourtargetssaidtheyreallywant
54%
a
46%
b
54% of respondents
liked the new, full-image
design version better.
1.
“Which version would you prefer
upon opening an app?”
83%
a
17%
b
But more importantly,
they liked the increased
efficiency of the app.
2.
“Option A- 3-step process.
Option B- 8-step process.
Does this change your opinion?”
77%
a
23%
b
Overall, these changes
result in a more
appealing app
3.
“Which version is more appealing
to you?”
a b

14. 24:30
Then,weUnveilourcampaign:
partone
TheBrand
theappthat
givesyoumore
We, on behalf of Pizza Hut, plan to launch a 360 marketing
campaign, “24:30,” that brings awareness of the greatest
digital ordering experience to the Time-Starved.
Like many other successful app-centric food brands,
Pizza Hut will have a two-part campaign strategy.
On the brand level, Pizza Hut will shift how
the target thinks of them when it comes to
digital ordering. When 75% of all ordering is
donedigitally,consumerswillassociatePizza
Hut with simplicity and quickness. The brand
focused part will communicate this message.
Our tagline addresses both the brand and
product aspects of the campaign. On the
brand level, the line speaks to freeing up the
timethatthetargetwouldhavespentfiguring
out their next meal. On the product level, the
line speaks to the benefits of Pizza Hut’s app
that the target can’t find anywhere else.
Ontheproductlevel,PizzaHutwillshowcase
all the new time-saving features of their
app. Because Pizza Hut will be introducing
features that competitors’ apps don’t have,
a product-level campaign will position the
Pizza Hut App above competitors’ apps in
the mind of the consumer.
parttwo
Theproduct

15. BrandFocused
PrintAds
Appealing directly to the
time-starved
The print ads illustrate the direct benefit of using the Pizza
Hut ad by highlighting various activities that the Time-
Starved now has time for. Pizza Hut not only takes care of
dinner for them, but provides them with the opportunity
to spend that time however they please.
OPTION 2 OPTION 3
OPTION 1
ads in REAL SIMPLE and people
Real Simple reaches more than 8 million smart, busy consumers who
welcome creative solutions to their everyday challenges. The publication
has loyal and engaged readers. Readers spend an average time of 41
minutes reading the magazine. 56% of readers lie between 18 and 49 years
old, and 72% of readers are employed and looking for quick meal options.
People Magazine powerfully delivers a message to a) 1 in 4 adult
consumers, b) 1 in 4 moms, and c) more “affluent” adults than other
consumer magazines.

16. tv
Evenif...
VO: The new Pizza Hut App saves
you so much time, it’s like getting
back 30 minutes of your day.
Hand taps on a selection, taps “order,”
then taps, “confirm.” Hand lowers
phone out of frame.
ROOMMATES/ :30
VO: So even if your roommate’s
chinchilla escapes...
Chinchilla hops out of cage.
VO: ...and you have to spend all night
looking for it...
CUT TO: A girl frantically searches
through her apartment. She runs
outside to look for the Chinchilla.
VO: Get the app that gives you more.
Pizza Hut App logo and tagline.
VO: ...and then you get locked out
of your apartment at three in the
morning...
CUT TO: She sits on the front steps,
holding the chinchilla. A neighbor
comes to unlock the door.
VO: ...you’ll still have time to finish
your history paper.
Or... you could watch TV.
CUT TO: She collapses into her bed,
holding a piece of pizza. and opens her
laptop.
CUT TO: Close up on laptop, which has
a TV show playing on it.
Come what may
These spots highlight how hectic the lives of the Time-
Starvedcanbeforeachdemographicinthetargetaudience,
and positions Pizza Hut as the answer to their problem. The
spots are funny and lighthearted, but will resonate with the
Time-Starved as an experience they can relate to.
VO: The new Pizza Hut App saves
you so much time, it’s like getting
back 30 minutes of your day.
So even if your crazy boss calls you
in the middle of the night because
his pregnant wife is craving
brownies and mustard, and the
interview for that new job just got
pushed up to 9am, and your mom
wants to know why you haven’t
been promoted yet...
...you’ll still have time to take a
quick nap.
Get the app that gives you more.
VO: The new Pizza Hut App saves
you so much time, it’s like getting
back 30 minutes of your day.
So even if your third grader’s
class has show and tell today, and
Josh from down the street tells
everyone that Santa isn’t real, and
she demands to know the truth
when she gets home...
...you’ll still have time to finish your
book.
Get the app that gives you more.
BOSS/ :30
SANTA/ :30
FOR THE YOUNG
PROFESSIONAL
FOR THE PARENT

17. pre-roll
youtube
The
unobtrusive
takeover
Pizza Hut will buy YouTube
homepage takeover ads and
four of the most traditional
YouTube advertising
placements: in-search ads,
in-slate ads, in-display ads,
and in-stream viewing ads.
Combining this takeover, with
short, non-intrusive ads makes
for an experience viewers will
actually want to watch.
The YouTube TrueView pre-roll ads
are designed to deliver the entire
message in less than five seconds.
This allows us to avoid losing impact
with viewers who will skip the ad
after five seconds, and drives home
the message that Pizza Hut is all
about getting you back to the things
you want, faster. For viewers who
opt not to skip after five seconds, the
rest of the ad shows how having more
time affects even our camera crew.
00:04:20 00:05:30
WOMAN: At Pizza Hut, we know
your free time is precious. That’s why
our app is the fastest, and this ad is
already over.
CAMERA GUY: (off screen) Well,
you’ve definitely got the time now!
MAN 2 (VO): The new Pizza Hut
App saves you so much time, it’s like
getting back 30 minutes of your day.
What will you do with it?
WOMAN: (pause)
You can skip now, girl.
WOMAN: (to people behind the
camera) That’s it?! Are we done
already? Am I still getting paid for
this? I have a concert to go to and I’m
tryna get a new outfit.
CAMERA GUY: (off screen) *laughs*
Yeah, you’re still getting paid. Don’t
worry.
WOMAN: Okay good because I
have to look for JT and finding a cute
outfit isn’t quick.
we’re not here
to waste time

18. pre-roll
youtube
MAN: At Pizza Hut, we don’t believe
in wasting time. That’s why we have
the fastest app and the shortest ads.
MAN: (pause) You can skip now. MAN: ...So what now? You guys want
pizza? Because I actually ordered
while we were filming. What’s
everyone doing tonight?
00:03:30 00:05:30
CAMERA GUY: (off screen)
Whatever you want, man!
MAN: Well, fun fact, I’ve always
wanted to tap dance. I think I have
the feet for it. My feet are top notch.
CAMERA GUY: (off screen) Hey man,
go for it! You’ve got the time.
MAN 2 (VO): The new Pizza Hut
App saves you so much time, it’s like
getting back 30 minutes of your day.
What will you do with it?
CAMERA GUY: (off screen) We’re
still rolling!
MAN: Oh... did I have more lines?
‘Cause if I did I totally don’t
remember them. What should I do
now?

19. Articleson
buzzfeed
sponsored content
our targets want
Pizza
pairings
30 min. of
greatness
Throughout the campaign, Pizza Hut will sponsor content on BuzzFeed
that the TIme-Starved find valuable. All content will revolve around the
theme of “30 minutes” and how the target can make the most of their time.
Buzzfeed Power
Media buys on Buzzfeed can use their
brand to promote content that is applicable
or related to Pizza Hut. Click-through rates
for story units have proven to be 10 times
the industry standard for banner ads.
Average lift
from Buzzfeed
Quick and simple pizza
and beer pairings for
any occasion.
Get inspired by amazing
things that have been
done in 30 minutes.
48.8%
BRAND
AFFINITY
42%
PURCHASE
INTENT

20. Digital
Banners
Pushing
downloads
Ads Highlighting
New App Features
These digital banner ads will
directly encourage consumers to
download the mobile app; clicking
on the banner will open the App
Store to a page where they can
download the app. This will fulfill
Pizza Hut’s goal of increasing online
sales to 75%.
“Second-screen” advertising is crucial for gaining the
maximum number of impressions on Pizza Hut consumers.
In today’s society, more than 80% of smart-phone and
tablet owners use their device while watching TV. By
highlighting app features on digital banners that will be
bought on platforms like Facebook, Twitter, Pandora,
and Spotify, consumers will be impacted by Pizza Hut’s
traditional form of advertising that highlights the brand
identity, but also by the specific app features highlighted
on the second screen advertising.

21. digital&Traditional
Radio
traditional/:15
Ever look at your to-do list and think “No. Come on! There
are only 24 hours in the day.”? Well, you’re in luck because the
Pizza Hut App is about to extend your day by a full 30 minutes.
So you can use the time you would have spent figuring out
dinner on completing your to do list. Or just taking slow, deep
breaths. Get the app that lets you do more. Pizza Hut. “
Strength of
pandora
57% of people surveyed
feel positive towards
advertisers on Pandora
because they are
sponsoring the music
they love.
48% have researched a
brand after seeing/hearing
it on Pandora.
57% 48%
pandora&Spotify/:15
“What would you do with 30 extra minutes? Probably not spend it
listening to brands interrupt your dance party.
Pizza Hut wants to save you the time you would have wasted on ads like
this one. And while we’re saving you time, let our app take care of dinner.
Three taps are all it takes. Seriously. Three taps. Open, Order, Pay.
Now sit back and enjoy your extra 30 minutes, courtesy of Pizza Hut.”
(MOBILEVIEWOFPANDORAAD)

22. partnership:
uber
It’s a match made in
De-livery heaven
Uber is one of the most popular mobile apps and is actively
trying to spread service to the suburbs. Pizza Hut is a
suburban staple trying to become the most popular pizza
ordering app. Now, shake hands and watch the money start
pouring in.
During the launch week of the new Pizza Hut App, we’ll
partner with Uber so that users can experience how they can
track their delivery driver just like they can track Uber drivers.
Users can order by selecting the Hut Car option and choosing
the pizza they’d like. The email sent to every Uber user,
announcing the partnership has all the details.

23. Twitter
Excuse
Notes
SPREADS LIKE WILDFIRE
Through paying for Twitter
promoted ads, clicks, and
trends, it will directly increase
traffic to the mobile app and
create more general awareness
about the Pizza Hut brand.
We “give people extra time,”
even when they, “can’t even”
Pizza Hut will pay for sponsored tweets, but we’ll also interact with
customers through a social campaign that promotes the ideas that
Pizza Hut saves them time. During the campaign, users will be able
to tweet at Pizza Hut about their busy schedules and obligations,
and say what they’d rather be doing with their time. We’ll respond
by writing them a joke “hall pass” that they can pass along to their
bosses and professors, allowing the Time-Starved to spend time
doing something they’d prefer to do.
cheeky
messages
We’re not seriously
giving people “get-
out-of-jail” cards, but
it’s funny to know
that Pizza Hut will try
anything to help give
our users extra time.

24. Busshelter
POSTERS
try before you buy
The Time-Starved are always on the go. There’s no time between tasks. So
how do we get the new Pizza Hut App in the hands of the consumer before
they even download it? With an interactive bus shelter ad that catches
commuters at the rare moment when they are forced to stop and wait.
It orders pizza
And Promotes
app downloads
Interactive ad
records video
Commuters will be able to place
an order while they wait for their
bus, or just explore how easy the
redesigned app is to use.
A separate bus shelter ad will ask
commuters, “What would you do
with 30 extra minutes a day?” and
allow them to record an answer in
exchange for a time-saving
Pizza Hut coupon.

25. Media
Placement
Television
Budget
Traditional: $73,594,129
Out of home: ~$1,628,240
Online: $18,920,000
total:
~$94,142,369
magazine
radio
OOH
online
NATIONAL
:30 second commercials
that will be aired during
primetime and late night
television on:
CBS, ABC, FOX, NBC
YOUTUBE
Buy homepage takeover, in
search, in-slate, in-display,
and in-stream viewing. Ads
are bought as a package,
targeting both primary and
secondary screens. CPV
ranges from $0.10-$0.30
FACEBOOK
Buy a “lifetime” plan
- Seven month duration.
- Maximum of $5,000 a day.
- Bid price approx. $0.75
per click.
TWITTER
Twice a month, we will buy
promoted trends, such
as : #PizzaHutApp and
#DailySpinner.
- Rate of $200,000 a day.
BUZZFEED
Buy Promotion and Story
Unit Advertising, which
are integrated throughout
Buzzfeed and promote
custom content on the
homepage heightening
buzz about Pizza Hut.
CABLE
:30 second commercials
that will be aired on:TBS,
E!, ESPN, Food Network,
HGTV, FX, TNT
4-color, full page advertisements.
People Magazine: 2 issues per month for 7 months.
Real Simple: 1 issue per month for 7 months.
Five 30 second spots bought on hit radio stations within each
of the 12 chosen cities for the duration of the seven month
campaign.
Cable:
Broadcast:
Magazine:
Radio:
$19,220,500
$47,775,324
$6,391,700
$206,605
$628,240
$500K - $1M
$1,050,000
$7,270,000
$8,800,000
$400,000
$1,400,000
Transit:
Uber:
Facebook:
Twitter:
Youtube:
Buzzfeed:
Pandora/Spotify:
Each of the twelve designated metro areas will have the
following out of home media buys: Subway interior display (10),
Large Billboard (1), Bus Shelter (3), City Information Panel/
Subway Kiosk (2), Interior Bus ad (10)
These numbers reflect the
maximum possible media
buys per platform. This is
the recommended spending
for the highest number of
impressions and
maximum impact.

26. 94% felt that the new system was more convenient and
straightforward and 87% believed that saving time was a
far more appealing reason to continue using the app than
suggested purchases.
We will utilize qualitative and quantitative performance
indicators to ensure perception continues to improve and
translates into a 35% growth of mobile and online sales.
• Social listening -
is the perception changing?
• App features used
• Change in customer activity
• Focus groups
• Social media interactions
QUALITATIVE
All media buys are the highest each online platform
offered, and on the higher end for all traditional media. Our
recommendation is for a high budget media buy, but because
our message is so strongly reinforced in each facet of the
campaign, spending can be scaled on media that shows the
greatest return, in order to maximize campaign effectiveness.
• 75% benchmark for
online/ mobile sales
• # App downloads
• Click-through-rate
• Media ROI
• # rewards members
QUANTITATIVE
We tested our changes to the
positioning and ordering system
and found that perception had
already started shifting.
AdAge
Bloomberg Business
Blue Line Media
Business Insider
Buzzfeed: Advertise
Comcast Spotlight
Convince And Convert
Digiday
Facebook: Business
Gaebler.com
MediaPost
New York Times
Penna Powers
People Magazine 2015 Rate
Card
PWC
Real Simple Magazine Media
Kit
Salesforce.com
SRDS
TubeFilter
Tumblr: Business
Variety
Venture Beat News
WordStream
YouTube: Advertise
Buzztime Business
eMarketer
Forbes
Mintel
Mintel Oxygen
Tech Crunch
The Next Web
Ibis World
One-on-One interviews
Survey
Focus Groups
MEDIA SOURCES
Research SOURCESCAMPAIGN
EVALUATION
• Makes recommendations to monitor
plan performance
• Clearly represents key performance
indicators, benchmarks, and additional
implications
• Recognizes potential pitfalls in
media and marketing and recommends
optimizations
MEASUREMENT & EVALUATION
Position Pizza Hut as top choice for
customers who order pizza digitally
1.
Provide the greatest digital ordering
experience in the category
2.
Hit the target of 75 percent of all
orders done online/mobile by the
end of 2015
3.
YOUR CASE