Pizza Hut
Launch campaign for the BigBox in HK with the objectives to bring young professionals together as well as get them to spend with the Pizza Hut brand through the new product, Big Box. How did we get the attention of our target audience? We discovered the perfect pairing in food and smartphones. We knew that our target audience loved their smartphones, and especially enjoyed using them during mealtimes, so we leveraged this local cultural insight for our big idea- the Big Box Big Party game. The creative idea was to turn the exciting, abundant look of the inside of the Big Box and turn it into a game which required friends to put their smartphones/ tablets next to each other, to create a communal gaming experience for attractive prizes. We created the Big Box Big Party game: A multiplayer mobile game which encouraged people to continue playing on their phones, but for the first time, as a group. The creative expression was to have the game populated with all of the attractive elements of the Big Box product – pizza slices, chicken wings, and much more. This would get the users acquainted with what was inside of the Big Box.