2. TABLE OF
CONTENTS
Executive Summary
The Challenge
Summary of Research Techniques
Key Insights
Personas
Creative Brief
Big Idea
Interactive Research
Digital Experience: Website
Digital Experience: App
Digital Retests
Campaign Strategy and Tactics
TV and Music Streaming
In App, Banner, and Social Media Ads
Game and Promotions
Outdoor and Xbox
Magazine and Direct Mail
Loyalty Program
PieFocals
Budget
Media Schedule
Evaluation and Conclusion
Appendix and Credits
Thank You
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3. EXECUTIVE SUMMARY
Guided by this insight, we sought
to reach consumers through an
adaptive campaign spanning
a range of mediums. By using
a combination of interactive
technologies, improving user
experience, and infusing a dash
of humor, we’ll help convert
millions of Pizza Hut lovers into
digital consumers.
It’s as easy as pizza itself.
Pizza Hut is a pizza industry
innovator. First in online ordering
and inventor of the stuffed crust,
the brand pushes the boundaries
of technology and flavor to
reinvent the pizza experience. It’s
no shock that they aim high to
shift into digital ordering, leading
the industry once again.
We conducted primary and
secondary research to find the
most convincing way to convert
customers from telephone to
digital ordering. Over and over,
research showed that ease
is everything. People want
convenience and simplicity; we
want to give it to them. People want
convenience and
simplicity, and we
want to give it
to them.
3
4. Pizza’s the easy choice for the 93% of Americans that consume it monthly. Converting 38 million of
these consumers to boost digital orders—the easiest method possible—from 32% to 75% by the end
of 2015 requires some digging:2
How do consumers
currently order their
pizza and why?
Who is the
primary Pizza Hut
consumer and
what do they want
from an ordering
experience?
Why do phone
users prefer
ordering over
the phone?
Why do digital
users prefer
ordering digitally?
THE CHALLENGE
4
5. RESEARCH
SECONDARYPRIMARY
1 minute, 52 seconds
1 minute, 3 seconds 44% faster
0 sec
NAVIGATING HOME PAGE ORDERING
OLD DESIGN
NEW DESIGN
69 sec 112 sec
USER EYEINTERVIEWS
TRACKING
STUDIES
SURVEYS
• Utilized software that
measures the position and
movement of the eye
• Conducted studies on
the current and re-designed
Pizza Hut website and mobile
application
• Provided valuable insight into
which features are the
most eye-catching, cause
confusion, and which ones
are ignored altogether
• Surveyed males and females
ranging in age from 18-55+
• Helped gain insight on
consumers’ purchasing
behavior
• Revealed their current
ordering preferences along
with their wants and needs
“Once I tried to use the app
but I got frustrated because
I wanted to ask questions.
I then proceeded to calling
instead.”
“For a webite to be easy I
think it has to be as simplified
as it can get. Just having a
good flow to the website is
very important, making sure
that everything logically leads
to the next step in creating
a pizza.”
-Female, 22
-Male, 29
• Interviewed 40 males and
females ranging in age from
18-45
• Asked them to describe their
last pizza ordering experience
• Consumers’ pizza ordering
preferences were revealed
through one on one
interviews
• Gained insight into users’
frustrations and what they
would like to see in a
digital ordering experience
“Ordering online is a lot easier than having to
call and explain things. I can review my order
and see exactly what I’m getting.”
“By phone, it’s easier to order what you
specifically want and you know for sure that
the restaurant has your order.”
“Ordering online is easy, fast, and I don’t have
to talk to idiots on the phone.”
“Calling in my order is faster than ordering
online from my phone. It’s also easier to talk to
someone sometimes.”
-Female, 22
-Male, 24
-Male, 35
-Female, 30
We used credible sources such as Experian Mosaic,
Experian Oneview, Adology Reports, and the U.S.
Census Bureau to help shape our target market.
From there we read industry publications and
researched competitors’ websites to form a clearer
picture of the larger pizza industry.
However, one of the most telling forms of research
included reading countless customer reviews on
social media sites, Google Play, and the App Store
to help understand the market, the consumers, and
what they wanted in a digital experience.
Images10
5
6. BIG INSIGHT BIG INSIGHT BIG INSIGHT
Consumers want the easiest,
quickest, and most accurate way
to order. Each consumer, however,
believes that their current method
of ordering, whether by phone or
digitally, is the easiest.
Consumers are becoming more tech
savvy, but when it comes to order-
ing pizza, their comfort still lies with
calling. People buy clothes, pay bills,
and do everything online—except
order pizza.
People need incentives in the digital
ordering experience. A coupon will get
them online, and a transparent loyalty
program will keep them coming back.
1 2 3ST ND RD
KEY INSIGHTS
6
7. PERSONAS
Gabe is a busy student. He is addicted to his smart phone, but likes to talk with people
for the “experience.” He is usually in a group setting and has a lot of questions or
complicated orders and feels that ordering online would cause mistakes.
Tiffany is always looking out for the latest and greatest thing. She spends her free time
online and uses her phone religiously. In Tiffany’s mind, why talk when a text message
will do? She is looking for technology to do everything for her.
Adam finds what he wants online. His Christmas gifts to his kids, his wife’s Valentines
present, and his last pair of pants were ordered on a website. Adam still goes to the store,
but only when he can’t get it online. It’s just easier.
Anne is constantly on the move. Her time is spent at work, taking care of the kids, and
catching quick naps when she can. She strives to finish tasks as fast as possible,
tackling the unending to-do list. She’s not the most tech savvy but is willing to change
if the learning curve isn’t too high.
THE TALKER • age 19
THE EARLY ADOPTER • age 23
THE ONLINE SHOPPER • age 34
THE COUPONER • age 37
SINGLES 18-28
THE DIALERS
ORDERING BEHAVIOR
THE CLICKERS
FAMILIES 29-39
Students and recent grads love their pizza.
They also enjoy quick ways to get what they
want and save money where they can. This
demographic orders because they are hungry
and don’t want to run to the grocery store.
They want ordering to be as fast and smooth
as possible to avoid frustration — and waiting.
Those who currently prefer digital ordering
and believe it is the easiest method. They
want their experience to stay that way.
People who order through the phone and
believe their ordering method is the easiest.
They need to be convinced digital ordering is
even more convenient than calling.
Parents order pizza as an easy meal for their
children and as part of their routine. They like
saving time from cooking and dishes,
seeking time spent at the family table rather
than in the kitchen. They’re too busy juggling
their work, their house, and their kids to add
dinner into the equation. Families are looking
for ways to save time, hassle, and money.
TARGET MARKET
44% of this generation can’t imagine life
without a cell phone; they are a central
part of their everyday lives.6
“I have my favorite pizza company’s
number saved in my phone. I like talking
to a real person so I know there will be
few mistakes.”
“If I were to get something in the mail
that said: ‘Try online and you will get a
coupon,’ I would go and do it for sure.”
49% more likely to agree with the
statement: “My children have a significant
impact on the brands I choose.” 6
“I prefer ordering online because I can
double check my order and there are
never communication problems like when
I order through the phone.”
Age group is 108% more likely to be first
among friends to try newest electronic
equipment. 5
“I usually already know what we’re
ordering before I get on the computer.
By the time I log on and pay it takes 2-3
minutes, which I think is just as quick as a
phone call.”
55% more likely to have ordered food
online in past year. 6
7
8. CREATIVE BRIEF
BRAND TARGET
REASON TO BELIEVE
BRAND CHARACTER
TONE OF VOICE
BRAND BENEFIT
1. Young adults ordering pizza for personal
or social purposes. They crave fast,
delicious, and filling food, and they want it
cheap and simple.
2. Young parents ordering pizza for a
convenient and inexpensive family favorite.
Balancing a range of tastes, they want
time at the table, not time in the kitchen.
Time and time again, Pizza Hut has led
the pack in pizza innovation. As the first
in online ordering, they can continue
developing this platform to give customers
the easiest digital ordering experience.
Youthful, pride in product, informal,
backyard inventor
Authentic, cheeky, reliable, relatable
Personalization, nostalgia, familiarity,
taste, innovation
STRATEGY
To convince: young adults and families
To order: Pizza Hut digitally
Instead of: traditional means
Because: great pizza should be as
easy to order as it is to eat
8
9. THE BIG IDEA
RATIONALE CAMPAIGN DRIVER
Pizza is easy to love. From the
college kid to the soccer mom,
it’s a foolproof favorite. Pizza is
simple; ordering it should be, too.
Pizza Hut’s digital ordering
experience will make a classic
even easier to love.
We’ll coax telephone orderers to swap
what’s familiar with what’s easy.
Interactive media lets consumers
take change into their own hands as
they experience the ease of Pizza Hut
digital ordering.
EASY AS
9
10. We utilized eye tracking software to see if
Pizza Hut’s current website and app truly
was as easy as we would advertise.
Methodology
We gained insight into which features
catch the eye, cause confusion, and get
snubbed altogether on the current digital
platform. Our study tracked the eye
movement of people ages 18-39. They
were asked to order two pizzas on both
the mobile application and website: a large
sausage pizza, and a more complicated
pizza with three toppings, a Parmesan
crust, and a drizzle.
Confusing and Busy
The website and app’s homepage is
too busy. From first click, consumers
felt distracted and frustrated with their
ordering experience.
This was seen through the field of small
dots on the screen—a common sign of
confusion in eye tracking studies — and
the body language and verbal comments
of participants.
Frustration rose when users felt forced to
create an account or purchase products
outside their interests. For example, after
entering an address in the mobile app,
users are automatically prompted to create
an account, breaking the creation process.
Furthermore, participants were asked
multiple times to re-enter choices they had
already made, such as when they were
prompted to select the style of pizza they
wanted (create your own) after they had
previously done so. This drop down menu
left the participants confused, and some
even started the process over.
A heat map shows red where the
consumer looked the longest. This
user had set the location and was
attempting to discern where to go to
order a large sausage pizza.
“The big ORDER NOW button on
the stuffed crust ad got me to start
ordering, but I felt like I was in the
wrong place. I got lost.” -Male, 33
MAIN FINDINGS
ADDITIONAL ISSUES
On average, it took people 1:52 to complete an
order on the Pizza Hut website, but 1:09 of
that time was spent navigating through the home
page.
It took over a minute before a
consumer could actually start
building their pizza.
INTERACTIVE RESEARCH
1 minute, 52 seconds
1 minute, 3 seconds 44% faster
0 sec
NAVIGATING HOME PAGE ORDERING
OLD DESIGN
NEW DESIGN
69 sec 112 sec
10
11. DIGITAL EXPERIENCE
Eye tracking research was conducted on
the current Pizza Hut website and app. We
found that both were confusing and hard
to navigate for all participating subjects.
This led us to our current redesign.
The Home Page
Removed cluttered text and scrolling
deals. The home page now breathes and
reads easy. Changes cut down on page
load time and help the customer do what
they visit the website to do: order pizza.
Added a blank pizza crust.
Customers can now see their pizza
creation as thy go. This tool can
feature campaign component (e.g.
text promoting the loyalty program)
to gain attention.
Replaced scrolling options. Easy
navigation lets Pizza Hut’s product
speak loud and clear.
WEB REDESIGN
start here
featured items
Welcome, guest
sign in or create an account
your cartyour pizza hut
click here $0.00please set location
triple cheese covered
order now
$12.99
order now
$6.99
order now
$7.99
order now
$11.00
order now
$11.99
crust flavor challenge
find us on social media
Flavor up for free. Additional charge
for extra cheese.
Take our crust flavor challenge and
choose between Salted Pretzel,
Toasted Cheddar, Hut Favorite, Butter
Garlic, and more for free!
4 toppings total/mix and match.
Ask or click for it. Limited time offer.
Additional charge for extra cheese.
All new pizzas or create your own!
Thin‘N Crispy - Hand Tossed - Pan Pizza
Limited time offer. No double toppings.
Additional charge for extra cheese and
stuffed crust.
Sign up for Hut Lovers and get exclusive deals
Download our
mobile app
Limited time offer. Additional charge
for extra cheese.
bacon. cheese. stuffed. crust.
$11 any$6.99 each/ 2 mediums
pizza wings pasta deals more
about usorder customer
service
my account nutrition policies
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Create Your Own
Shortened and rearranged the
page. Navigate with speed without
frustrating features.
Updated in real time. Pizza
components and prices appear as
clicked, and easy access coupon code
entry on the same page.
Replaced drop-down menus. Tabs
show options fast. The crust tab lets
users select crust size and type, and
the sauce tab shows available Pizza
Hut sauces. The toppings tab provides
options for cheese, meet, and veggies,
and the extras tab includes crust edge
and drizzle choices. Easy to navigate,
easy to interact.
Added step buttons. Buttons guide
users until they can take the reigns, but
the tabs are fully interactive at all times.
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12. 1234 Main Street
City, State, Zip
Monday
10am-11pm
view more store hourscall store
Miles
2.0
25m40m
Favorite
Store
delivery carryout menu
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3
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Welcome to the Pizza Hut App. Redesign replaces scrolling
pizzas with fixed pizzas in the background. Update featured
pizzas in a snap.
Added rewards program nod. New visuals provide incentive to
create an account. Accounts save information, improving
user experience.
Made menu visible. At the bottom of the page, the easy-access
menu puts browsing at the customer’s fingertips. Ease of access
in app use is key.
Featured login options. Use a Pizza Hut account or login
through preexisting accounts on Facebook, Twitter, or Gmail.
Sign-in or sign-up in seconds.
Added location access. Pick your location after clicking menu
options or deals from the welcome screen.
Enabled wait time view. Countdown with the timer to your
pizza’s finish.
Created buttons. View delivery, carryout, or the menu right
away. Or, choose later when finalizing the order.
Simplified home screen. Feature appears after setting the
location. From here, access a variety of options in the
ordering process.
Created section for favorites. With a Pizza Hut account,
access past orders. It’s a time saver for complex pizza creations
and repeat customers.
Added “My Hut Favorites.” Access favorites in a snap.
APP REDESIGN
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DIGITAL EXPERIENCE
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Enabled toggling tabs. Hop between
the crust, sauce, toppings, and extras
tabs to build their pizza through the
Create Your Own pizza builder.
Listed items. View size, crust, sauce,
crust edges, and drizzles simply.
Introduced “step” buttons. Select
“add to order” at any time and be
redirected to a pizza summary page to
edit, apply coupons, favorite the pizza,
or add to the cart.
APP REDESIGN
18
18Substituted icons. Meat and veggies
are listed for quick clicking.
Updated in real-time. Watch options
appear on the half pizza at the top of
the screen as soon as clicked.
Designed pop-up boxes. See
selections on a half- or whole-pizza
cover. Clicking “add” puts toppings
on the pizza.
Updated with outlines. Once
tapped, red outlines appear around
selection. To remove the topping, tap
it again and select “remove” from the
pop up box.
Pizza Summary
Added options to edit, save, and
approve orders. After clicking the
“Add to Order” button, favorite and
edit pizzas and view details, redeem
coupons, and add it to the cart.
DIGITAL EXPERIENCE
13
14. 1 minute, 52 seconds
1 minute, 3 seconds 44% faster
0 sec
NAVIGATING HOME PAGE ORDERING
OLD DESIGN
NEW DESIGN
69 sec 112 sec
DIGITAL RETESTS
Methodology
After redesigning the website and
mobile application, we retested eye
tracking studies to see if our design
was actually easier.
Once again, our study tracked the eye
movement of people ranging in ages
from 18-39. They were asked to order a
large sausage pizza on both the mobile
application and the website, and then a
more complicated pizza that had three
toppings, a Parmesan crust, and a drizzle.
It worked: our design creates an easier digital
experience. In the original test, it took people an
average of 1:52 to order a pizza on the website. In
the second study, people averaged 1:03 to order a
pizza on the website.
Along with our target market
of 18-39, we also tested
consumers in the 50-59 range
to watch age meet ease in the
digital experience.
Enter Debbie. First test of the
current Pizza Hut website took her
5 minutes and 55 seconds to
navigate from start to finish. She
spent a whole 1 minute and 1
second just looking at the pizza
category drop down menu before
bouncing back to the home page
to start over.
By the end of the study, her confusion showed in actual sweat. She told
us she would’ve given up and called the store instead.
Second time around, Deb zoomed through ordering a
pizza on the revamped website in a cool 1:24.
• Most users still read the home page deals second
time around, but they dodged confusion and
headed back to the top to start building their pizza.
• The “Create a Pizza, Start Here” button at the
top still didn’t grab their attention, so we’ve since
changed the button’s color and placement.
Our redesign is trekking towards an easier digital
experience, but further testing could further simplify.
MAIN FINDINGS
SECONDARY FINDINGS
ADDITIONAL FINDINGS
“On the website, everything seemed like it just made sense. I started at
the top with building the pizza and then had my finished product on the
left. It was just cleaner and more direct.”
-Debbie, age 50
14
15. Nearly 30% of US adults have
ordered Pizza Hut in the past three
months. It’s clear: demand exists in
Pizza Hut’s target audience of 18-39
year old adults. 2
To cement Pizza Hut as digital
leaders, interactive advertising is key.
Though non-traditional takes the
lead, we rely on traditional media to
ease telephone orderers into a digital
ordering era. We’ll combine varied
media with Pizza Hut’s cheeky voice
to speak to our target audience and
guide them to order digitally.
To kick off the campaign, we
developed a two-phase strategy
that primes users for the digital
experience. We’ve revamped the Hut
Lovers loyalty program to be plugged
into the new app, new website, and
new interactive game that eases
consumers into the experience.
Phase one grabs attention and sparks
discussion. Quirky TV and radio spots
make a mental dent, while in-app and
banner ads reinforce the message. Viewers
join in through interactive video ads on
streaming videos, learning the ropes of
the upcoming app through a social media
game. Outdoor promotions both traditional
and offbeat also bring consumers into the
digital experience.
By phase two, consumers are hooked,
and new methods help keep it that way.
We’ll continue promoting the loyalty
program through direct mail, magazines,
and Xbox home screens to reach
both traditional and digital consumers.
Continued public transit ads reinforce
the message, which is demonstrated at
tech conferences showcasing the Holo
Lens experience.
CAMPAIGN STRATEGY
AND TACTICS
15
16. Media
Television impacts our target
audience in serious ways. Pizza
Hut consumers ranked in the
top quintiles for TV usage, both
for network and cable channels.
They’re also 28% more likely to
take action in response to a TV ad
compared to other US adults.
For Pizza Hut consumers, TV is
the best and most reliable way to
communicate information. Based
on our research of cable TV usage,
we recommend MTV, ESPN, Disney,
VH1, and Nickelodeon as channels
that will have the largest reach
and highest frequency of our
target audience. 1, 6
Media
Of Pandora’s 175 million registered
US users, 115 million listen via
their mobile device. Pandora’s
music streaming makes it easy
for advertisers to target specific
listeners based on music
preferences, location, and time of
day. With users listening for long
periods of time (average of 18 hours
monthly), Pizza Hut could reach
consumers with higher frequency to
aid memory. 6, 11
Execution
TV ads will target both our
target demographics, from
younger generations to families
on the move. The 30-second
spots will air on both broadcast
and cable channels to reach the
widest audience.
Our ad series features double
meanings and outlandish
scenarios to create comedy,
ensuring messages will pop and
remain with our demographic.
The quirky campaign means ads
in the series have flexibility to
feature popular trends and off-
the-cuff ideas.
Execution
Pandora ads will be 30-second,
audio-only spots, tweaking TV
ads for the platform. By keeping
similar plots and copy between
the radio and TV ads, listeners
can easily create associations
across different platforms.
Dave is hungry for supper and picks
up the ole dial phone to call Pizza
Hut. His wife hands him her phone
and tells him to order off of the app.
Lisa and Rick are in the library,
studying. Lisa decides to call and
order some Pizza Hut to be delivered.
“Canned bees?” Lisa repeats,
mishearing him and pulling a can out
of her backpack. Rick shouts, “No!”
A voiceover talking about Pizza Hut
and ordering online.
Rick and Lisa enjoy their pizza
underneath the table, hiding from
the bees.
Another student looks up, perturbed
at the noise.
Rick stops Lisa’s call. “Order online,”
he says, “it’s as easy as can be.”
“It’s as easy as forgetting the kids at
grandma’s,” she says. Dave is horri-
fied as he realizes what he’s done.
Cut to a shot of the pizza and
ingredients with a voiceover.
A van pulls to a stop. Grandma is
waiting by the mailbox with
the “kids”.
An unexpected play on words, as
baby goats are also called kids.
“Please forgive me!” Dave cries as
he falls to his knees, offering a Pizza
Hut pizza for forgiveness.
STORYBOARD: LEFT THE KIDS AT GRANDMA’S
STORYBOARD: CANNED BEES
CAMPAIGN
TELEVISION ADS
MUSIC STREAMING
16
17. Media
Frequent ads help audiences remember
the message and change behavior.
Through programmatic media buying,
delivering messages to the right consumer
at the right time in the right medium is
easier than a traditional website media buy.
We recommend two programmatic
strategies for impact. The first, retargeting,
identifies users who visit the Pizza Hut
home page. Future ads targeting these
users can encourage them to visit again.
The second strategy applies contextual
buying, where ads will only be shown on
sites within specific categories. 3, 6
Media
The average 18-39 year old uses 29 apps
a month and spends roughly 37.6 hours
monthly on those apps. With the use
of display ads and video ads optimized
for mobile devices, we plan to target
the mobile consumer and direct them
to the Pizza Hut app. We recommend
advertising on top downloaded games and
applications to gain the highest and most
relevant reach. 11, 6
Media
In the United States, Facebook is a social
media giant. A whopping 73% of online adults
use Facebook regularly. Pizza Hut’s page has
over 22 million likes and the potential to reach
millions more through banner ads. Through
this platform, Pizza Hut can connect with
consumers who use digital media exclusively
for social networking. Since Pizza Hut
consumers are 32% more likely than other
adults to respond to a social media ad, Pizza
Hut can drive Facebook users directly to the
website or app store. 1, 6, 11
Execution
Three different types of websites will
reach three different consumers: gaming,
parenting, and sports. Shown is an ad
to be displayed on a parenting magazine
depicting a father embarrassing his
children, which is a parent-favorite hobby.
Execution
Small but mighty, app ads enable potential
customers to learn about and access the
app. Clicking the ad will bring consumers
to the app store for download, putting
easy download at their fingertips.
Online Interactions
In addition to raising campaign awareness through social media
channels, we recommend Pizza Hut revamp its response to
disgruntled customers. Currently, messages are polite but generic.
Matching the campaign’s tone, responses both personal and playful
will satisfy complaints on Facebook and Twitter, helping Pizza Hut
maintain its vibrant brand personality and retain customers.
Execution
In addition to Facebook, we
recommend that Pizza Hut
continues to advertise their product
on Twitter through their account
and promoted tweets. Strong social
media involvement on platforms like
Instagram, Google+, and Pinterest
will reinforce its message.
BANNER ADS
IN APP ADS
SOCIAL MEDIA ADS
CAMPAIGN
17
18. Execution: Interactive Video
This 30-second ad targets sports fanatics but
actively engages all. Our “sportsball” spot fits
into the running quirky campaign.
The game’s goal is easy: get object A to point
B. A frisbee rolls within the player’s reach, and
they must swing their hockey stick to launch
the frisbee over the goalpost and into the
soccer goal by clicking, holding, and aiming the
mouse. At the end of the ad, the user will be
prompted to play Pizza Pronto.
Execution: Point of Purchase
To reach Pizza Hut’s in-store customers,
posters and flyers will serve as a point-of-
purchase opportunity to raise awareness
about the new game. Winning free pizza for
a year entices anyone who loves pizza. By
highlighting the chance to win, consumers will
be driven to play.
Media
Online video streaming is booming. With
over 700 million videos viewed each
month, Hulu ads reach customers for less
cost than network television.
Our interactive game ad would be available
on video streaming sites, hitting viewers
on Youtube pre-roll or MTV and CBS
online. Videos targeting Pizza Hut’s sports
fanbase will engage this market that’s 46%
more likely than others to buy products
from companies sponsoring sports teams
and events. 1, 7
Execution: In-app & Banner Ads
In-app and banner ads serve two roles while
promoting the game. Running these during the
month the game is active will give consumers
another medium to learn about the Pizza Hut
game. These ads will be based off of the point-
of-purchase ads.
Execution: Pizza Pronto Game
Disguised as a tutorial, the Pizza Pronto
game familiarizes people with the use,
speed, and ease of the app. With an
interface similar to the app, players
compete against others to assemble
pizzas in three difficulty levels. Top prize (a
free pizza every week for a year) goes to
the three fastest players in each difficulty
level. To attract less competitive gamers,
all who play have a chance to win prizes. A
random 10 players in each level will receive
coupons for online and app ordering.
INTERACTIVE GAME
leader board
download app
Hi, dave
start game
Pizza Pronto
READY?
Hi, dave
crust
sauce
cheese
meat
veggies
pan
marinara
extra
ham
pineapple
your challenge:
easy medium HARD
Pizza Pronto
too fast! crust
sauce
cheese
meat
veggies
pan
marinara
extra
ham
pineapple
restartBake
5.765 seconds!
your challenge:
Hi, dave
saucesaucecrust toppingssauce extras
No sauce drizzle
BAlsamic
A slightly sweet reduction of Modena, Italy
balsamic vinegar, aged in oak and chesnut
casks.
Honey SRiracha
a sweet heat sauce made from a fusion of real
honey and the intense heat of red chili
peppers.
Barbeque
A bold and spicy medium buffalo sauce.
x
crust edges drizzles
Pizza Pronto Hi, dave
my friends nation
easy medium fast
leaderboard
1
2
3
4
5
Sean salami
Morgan mushroom
Evan drizzle
Rhydian red pepper
Olivia olives
4.671 s
4.693 s
4.694 s
4.701 s
4.706 s
Rank Name Time
Pizza Pronto
CAMPAIGN
Pizza ProntoPizza Prompter
leader board
download app
Hi, dave
start game
Pizza Pronto
18
19. CAMPAIGN
Media
Public transportation cost effectively
reaches the masses. 82% of our target
audience lives in urban or suburban
locations and are 17% more likely to
take action after seeing an outdoor ad
compared to other US adults.
Our goal: target the hungry commuter on
their way home from a long day at work.
We recommend these ten cities because
of their highest level of ridership of public
transportation in the nation: New York,
Washington DC, Chicago, Boston, San
Francisco, Philadelphia, Atlanta, Los
Angeles, Miami, and Baltimore. 1, 9
Media
Approximately 42% of our target plays
video games. During research, we found
that many people didn’t know about Pizza
Hut’s Xbox ordering system. We believe
advertising on the Xbox home page will
raise awareness with gamers as well as
increase orders from this platform. 1, 2
Total impact and reach of the ads
are based on daily ridership for each
transportation system and the number of
weeks the ads will run.
Execution
With meal prep as last on the hungry
commuters’ list of priorities, mass transit
displaying ease of app and online ordering
catches them when they’re searching for
alternate options. Our suggestion engages
consumers and helps them relax.
Execution
Before players launch their game, an ad on
the Xbox home screen will direct players
to access exclusive digital deals via the
app on the gaming system. Ordering
through the same platform as their gaming
eliminates the need for a phone call,
expediting the order process.
OUTDOOR ADS
XBOX
19
20. Media
Traditional incentives can convert
traditional phone orderers to digital
platforms. 61% of our target has taken
action to a direct mail piece they have
gotten in the mail in the past 12 months,
10% higher than the US average.
We scheduled three direct mail
distributions throughout the campaign.
These will be sent to people that ordered
from the phone previously and will provide
an incentive to order online next time. 1, 6
Media
Of our target, 61% have taken action as a
result of seeing an ad in a magazine. We
plan to use the top magazines that our
target demographic reads to best reach
the non-digital user. 1, 6, 11
Execution
Interactive media isn’t just for the digital.
Our direct mail piece will come inside
Pizza Hut pizza box-shaped envelopes, an
unusual format to pique interest. Drawn to
open the envelope, it reveals detachable
coupons in the shape of a pizza, making
the hands-on piece easy to carry in wallets
and pockets. The coupons are digital
exclusives, driving consumers to the web
or app to redeem.
Execution
We recommend, but not limit, the
following magazines to reach the
highest percentage of our target market:
Cosmopolitan, US Weekly, Seventeen,
Game Informer, Parenting, and
Family Circle.
DIRECT MAIL
MAGAZINES
CAMPAIGN
20
21. Check out progress and current
standings on the clean and minimal
launch screen.
Display the score in increments of 50,
reaching a maximum amount of 300.
PROGRAM DESIGN
31 4
Taking advantage of the current “Hut
Lovers” loyalty program, we’ll grow it
to boost online ordering. Through
email, members will receive a link that
drives them to order with
online-exclusive coupons.
Completing this or any other digital order
provides consumer reward points based
on their receipt, which can be funneled
into three different options: Pizza Hut
Rewards, Partnerships Rewards, or
Philanthropic Rewards.
See Points Rewards
You Are 25 Points Away From 200!
175
Welcome, dave $0.00
1
2
3
4
5
2
View reward eligibility at the bottom
of the display screen after tapping
a button.
5
LOYALTY PROGRAM
Watch a goal approach with the red
outline that grows with points and
the white bar that shrinks as the user
approaches 300 points.
Countdown to prizes with a bar at
the top of the screen that displays
points the user must earn to reach the
next marker.
A more traditional option, Pizza Hut
rewards supply discounted menu items or
coupons. If the customer applies points
to Partnership Rewards, they can obtain
rewards from both Hulu and XBox. An
intrinsic option, consumers can allocate
their points to Philanthropic Rewards,
which donates gift card equivalents to
World Hunger Relief to feed
impoverished children.
POINTS
100
150
200
300
PIZZA HUT
REWARDS
$10 gift card
$15 gift card
$25 gift card
$40 gift card
FREE MONTH
OF HULU SUBSCRIPTION
FREE XBOX SILVER
SUBSCRIPTION (3 months)
FREE HULU SUBSCRIPTION
(3 months)
2 FREE XBOX SILVER
SUBSCRIPTION (6 months)
$10 donation
$15 donation
$25 donation
$40 donation
PARTNERSHIP
REWARD
world hunger
relief donationOR OR
21
22. CAMPAIGN
Pizza Hut can spearhead a new kind
of user experience. PieFocals allows
consumers to physically navigate Pizza
Hut’s menu in 3D space. Users interact
with every aspect of ordering, making
it easier than ever to visualize
digital possibilities.
Microsoft HoloLens is a powerful
holographic computing platform. Pizza
Hut will be the first in the pizza industry
to utilize this innovative technology.
Customers engage in a unique ordering
experience by using gestures, eye
movement, and voice communication
to interact with holograms in their
surroundings. HoloLens will break the
boundaries between reality and the
digital world.
Competitive Advantage
Modern Ordering:
• is limited to websites and mobile apps
• hinders content
• is defined by the screen
• is operated by individual clicks
• is predictable
PieFocals can:
• can be viewed in any environment
• uses 3D holograms projected in real time
• operate through gestures and motions
• revolutionize design and function
• show the future of easy ordering
Conferences
Microsoft Worldwide Partner:
• Orlando, FL: July 12-16
• 15,000 Attendees
• Attendees include: Leaders,
Innovators and Visionaries from the
Microsoft Ecosystem
TechCrunch Disrupt:
• San Francisco, CA: September 21-23
• 3,000 Attendees
• Attendees include: Developers,
Entrepreneurs, Venture Capitalists,
and Bloggers
Ignition: The Future of Digital:
• Las Vegas, NV: December 8-9
• Undisclosed attendees
• Attendees include: Entrepeneurs,
Bloggers, Innovators, and Visionaries
4, 8, 12
Promotion and Launch
These conferences will unveil PieFocals.
Pizza Hut can partner with and sponsor
these events throughout the campaign
to engage with a tech savvy market,
promoting PieFocals and gaining a
competitive advantage by leading
technological innovation.
Screenings for mass audiences at these
events highlight PieFocal’s features.
Booths provide an inside look into the
future of next generation ordering, and
attendees can take photos of themselves
using the PieFocals interface to share
on social media. Exclusive after parties
offering hands-on interaction will be
held for influential media executives and
bloggers, maximizing reach.
Adjusting Size
Determine the size of the crust by adjusting the
distance between your hands.
Applying Sauce
Circular hand gestures will apply the selected sauce.
Adding Toppings
Pick up and drop toppings onto half or the whole pizza.
PIEFOCALS
Pizza Hut is a pioneer, ushering in a
new era of discovering, creating, and
ordering pizza. PieFocals supports this
position by redefining the customer
experience. For the first time ever,
we can sincerely tell consumers that
“ordering is as easy as Pie.”
AN AUGMENTED REALITY DIGITAL ORDERING EXPERIENCE
22
23. MEDIA BUDGET
Media Cost
$108,450,000
Redesign Cost
$1,500,000
Total Campaign Cost
$109,950,000
Total Impressions/Clicks
**All costs include production costs unless otherwise noted.
TV
$23,500,000
Direct Mail
$13,500,000
Magazines
$6,500,000
Music Streaming
$7,600,000Display Ads
$11,400,000
Social Media Ads
$12,000,000
Xbox Home Screen
$750,000
In App Advertising
$6,600,000
Interactive Video Ads
$17,000,000
Outdoor
$2,500,000
Digital
TraditionalInteractive
Other
Impressions
325,000,000
Impressions
352,000,000
Impressions
60,000,000
Impressions
981,064,898
Impressions
506,666,666Impressions
146,000,000
Impressions
34,883,720
Clicks
67,857,142
Impressions
160,000,000
Impressions
712,500,000
Conferences
$2,000,000
Impressions
19,000,000
Pizza Pronto
$100,000
Impressions
27,720,000
Contingency
$5,000,000
Interactive Redesign
$1,500,000
42%
8%
26%
24%
3,316,939,936/
67,857,142
We started off by looking at Pizza Hut’s
past yearly media budgets to get a rough
idea of what they typically spend in a year.
We used that number as an initial guiding
tool for our six month campaign.
Industry averages were utilized to calculate
the amount we would need allocated in
each media channel to reach and convert
our target audience.
Finally, we conducted research on how
much the redesigns of the app and
website would cost and calculated them
into the final campaign budget.
We believe that with approximately 3.3
billion potential impressions, our $109
million campaign will effectively achieve
the objectives.
RATIONALE
23
24. MEDIA SCHEDULE
Pizza Hut Media Schedule: July 2015-December 2015
May/June July August September October November December
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Traditional
Broadcast
Cable TV
Direct Mail
Magazines
Outdoor
Digital
Music Streaming
Display Ads
Xbox Home Screen
In-App Advertising
Interactive
Social Media Ads
Interactive Video Ads
Other
Tech Conference
Pizza Pronto
Website Redesign
App Redesign
Loyalty Redesign
Game Creation
24
25. MEDIA EVALUATION
Great pizza should be as easy to order
as it is to eat. Pizza Hut’s “Easy As”
campaign makes digital ordering look
simple, easing traditional orderers into
the online experience. Our promises are
trial-tested and user approved, shaping
dialers into clickers and clickers into
enthusiasts. Non-traditional advertising
provides Pizza Hut-branded innovation.
Traditional advertising coaxes consumers
to change behavior. Both formats thrive on
interaction; consumers will experience, not
just observe, the ease of online ordering.
Pizza Hut already leads the pizza industry,
but our campaign helps Pizza Hut
command the crossroads of technology
and customer experience in the food
service industry.
1. Position Pizza Hut as the top choice for customers
who order pizza digitally
2. Provide the greatest digital ordering experience in
the category
3. Reach the target of 75% of all orders done online/
mobile by the end of 2015 2
• Total App downloads
• Lowered website bounce rates
• Increased website traffic
• Decrease in social media complaints and positive buzz
• Change in social media complaints and buzz
• Total digital orders July-December
• Continued user experience monitoring of ordering
ease (eye tracking tests, interviews, etc.)
• An increase in digital orders with fewer phone orders
• New perception of Pizza Hut digitally
• Mended trust with customers who have had poor
digital experiences with Pizza Hut in the past
• Reduce frustration with website and app due
to redesign
CAMPAIGN OBJECTIVES
SUCCESS EVALUATION
OUTCOMES
CAMPAIGN
CONCLUSION
25
26. 1. Admall for Agencies. Pizza Hut
Consumers: Audience Intelligence
Report. Retrieved February 19, 2015,
from http://www.admall.com/index.
cfm?reason=login&pagereq=
2. American Advertising Federation.
(2015). National Student Advertising
Competition Case Study 2015: Pizza
Hut. Retrieved from http://www.aaf.org/
education
3. Becket, X. (2013, July 30). The Cost
of Advertising Nationally Broken Down by
Medium. Retrieved February 19, 2015,
from http://www.webpagefx.com/blog/
business-advice/the-cost-of-advertising-
nationally-broken-down-by-medium/
4. Exhibitors and Sponsors. (n.d.).
Retrieved March 25, 2015, from https://
mspartner.microsoft.com/en/us/
Pages/WPC/exhibitors-and-sponsors.
aspx#fbid=rj7iSoTR4uz
5. Experian Mosaic. (2012). Spring
2012 Singles and Starters survey
12-month. Retrieved from http://www.
segmentationportal.com/
6. Experian Simmons. (2012). Spring 2012
National Household Consumer Survey
adult survey 12-month. Retrieved from
http://oneview.experian.com
7. Hulu Takes New Approach To Video
Ads; Charges Only If They’re Watched |
Simply Zesty. (n.d.). Retrieved February 19,
2015, from http://www.simplyzesty.com/
Blog/Article/April-2012/Hulu-Takes-New-
Approach-To-Video-Ads;-Charges-Only-If-
They-re-Watched
8. Ignition 2015 Events. (n.d.).
Retrieved March 24, 2015, from
http://businessinsider.ticketleap.com/
ignition-2015/details
9. Public Transportation Commuting U.S.
Map. (n.d.). Retrieved January 12, 2015,
from http://www.governing.com/gov-data/
Public-Transportation-Commuting-in-US-
Cities-Map.html
10. New Updated Games See more. (n.d.).
Retrieved March 27, 2015, from https://
play.google.com/store?hl=en
11. Nielsen. (n.d.). Nielsen Reports.
Retrieved February 19, 2015, from http://
www.nielsen.com/us/en.html
12. TechCrunch Disrupt SF 2014 Onsite
Sponsorships. (n.d.). Retrieved March 24,
2015, from http://www.slideshare.net/
TechCrunchEvents/techcrunch-disrupt-sf-
2014-onsite-sponsorships
13. US Census. (2012, November 1).
Retrieved March 27, 2015, from http://
www.census.gov/population/age/
data/2012comp.html
Amsler, D. (Photographer). (2012). Family
Picture Day [Photograph], Retrieved March
25, 2015, from: https://www.flickr.com/
photos/amslerpix/
Clstds (Photographer). (2012). Edward
Jones Stadium Endzone [Photograph],
Retrieved March 23, 2015, from http://
commons.wikimedia.org/wiki/File:Edward_
Jones_Dome_endzone_view.jpg
Jacobs, J. (Photograher). 1976 Campaign
Flying Disc [Photograh], Retrieved March
23, 2015, from http://commons.wikimedia.
org/wiki/File:1976_campaign_flying_disc.
JPG
Jecowa. (Photographer). Hockey Stick and
Puck [Photograph], Retrieved March 23,
2015, from http://commons.wikimedia.org/
wiki/File:Hockey_Stick_and_Puck.png
Jefferson, C. (Photographer). (2011).
Occupy Wall Street [Photograph],
Retrieved March 25, 2015, from: https://
www.flickr.com/photos/shankbone/
sets/72157627848166046/
N/A. (No credits). Super Pointers to
Increase Your Golf Game [Photograph],
Retrieved March 23, 2015, from http://
www.bstrongspeaktru.com/super-
pointers-to-increase-your-golf-game/
N/A (Photographer). (2015). Pizza Hut
Home Page [Photograph], Retrieved March
4, 2015, from: https://order.pizzahut.com/
home
Lehmko, L. (Photographer). (2013). Goals
[Photograph], Retrieved March 25, 2015,
from http://thenounproject.com/term/
goal/8520/
Visual Concepts. (Photographing
Company). Garland High School Practice
Gym [Photograph], Retrieved March 23,
2015 from http://www.vectorfloors.com/
portfolio/garland-high-school-practice-gym
CREDITS APPENDIX
26
27. This campaign would not have been possible with
the support of our professor. Words cannot describe
our gratitude for your advice and your commitment to
always help students. Thank you for everything.
[Our next thank you is to Pizza Hut for creating
Cinnamon Sticks. They are truly a life-changing
experience.]
Lastly, our team would like to thank AAF, NSAC,
and Pizza Hut for providing us with this real world
opportunity to push ourselves to the limits. This
campaign is something that we are proud to claim as
ours to our friends, family, and future employers. The
campaign is a result of the hard work of many. We
hope you are excited for this campaign as we are.
THANK YOU
27
