NSAC2015_Team140_FinalPlansBook (1)

EASY AS

Studio1402015 NSAC Competition

Group #140

TABLE OF CONTENTS

Executive SummaryThe Challenge

Summary of Research TechniquesKey Insights

PersonasCreative Brief

Big IdeaInteractive Research

Digital Experience: WebsiteDigital Experience: App

Digital RetestsCampaign Strategy and Tactics

TV and Music StreamingIn App, Banner, and Social Media Ads

Game and PromotionsOutdoor and Xbox

Magazine and Direct MailLoyalty Program

PieFocalsBudget

Media ScheduleEvaluation and Conclusion

Appendix and CreditsThank You

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EXECUTIVE SUMMARYGuided 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.

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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?

1 minute, 52 seconds

1 minute, 3 seconds 44% faster

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NAVIGATING HOME PAGE ORDERING

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NEW DESIGN

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THE CHALLENGE

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RESEARCH

SECONDARYPRIMARY



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USER EYEINTERVIEWSTRACKINGSTUDIES

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.

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BIG INSIGHT BIG INSIGHT BIG INSIGHTConsumers 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.

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KEY INSIGHTS

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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 Valentinespresent, 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 MARKET44% 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

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CREATIVE BRIEFBRAND 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

STRATEGYTo convince: young adults and familiesTo order: Pizza Hut digitallyInstead of: traditional means

Because: great pizza should be as easy to order as it is to eat

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THE BIG IDEA

RATIONALE CAMPAIGN DRIVERPizza 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

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We utilized eye tracking software to see if Pizza Hut’s current website and app truly was as easy as we would advertise. MethodologyWe 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 BusyThe 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



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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 PageRemoved 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, guestsign 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 �avor 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 o�er. Additional charge for extra cheese.

All new pizzas or create your own!Thin ‘N Crispy - Hand Tossed - Pan PizzaLimited time o�er. No double toppings. Additional charge for extra cheese and stu�ed crust.

Sign up for Hut Lovers and get exclusive deals

Download our mobile app

Limited time o�er. 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 OwnShortened 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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1234 Main StreetCity, State, Zip

Monday10am-11pm

view more store hourscall store

Miles2.0

25m40m

Favorite Store

delivery carryout menu

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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

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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 SummaryAdded 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

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OLD DESIGN

NEW DESIGN

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DIGITAL RETESTS

MethodologyAfter 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

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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

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MediaTelevision 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

MediaOf 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

ExecutionTV 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.

ExecutionPandora 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

CAMPAIGNTELEVISION ADS

MUSIC STREAMING

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MediaFrequent 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

MediaThe 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

MediaIn 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

ExecutionThree 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.

ExecutionSmall 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 InteractionsIn 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.

ExecutionIn 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

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Execution: Interactive VideoThis 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 PurchaseTo 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.

MediaOnline 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 AdsIn-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 GameDisguised 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! crustsaucecheesemeat veggies

panmarinaraextrahampineapple

restartBake

5.765 seconds!

your challenge:

Hi, dave

saucesaucecrust toppingssauce extras

No sauce drizzle

BAlsamicA slightly sweet reduction of Modena, Italy balsamic vinegar, aged in oak and chesnut casks.

Honey SRirachaa sweet heat sauce made from a fusion of real honey and the intense heat of red chili peppers.

BarbequeA bold and spicy medium buffalo sauce.

xcrust edges drizzles

Pizza Pronto Hi, dave

my friends nation

easy medium fast

leaderboard

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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

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CAMPAIGN

MediaPublic 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

MediaApproximately 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.

ExecutionWith 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.

ExecutionBefore 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

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MediaTraditional 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

MediaOf 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

ExecutionInteractive 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.

ExecutionWe 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

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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

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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!

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Welcome, dave $0.00

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View reward eligibility at the bottom of the display screen after tapping a button.

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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

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PIZZA HUT REWARDS

$10 gift card

$15 gift card

$25 gift card

$40 gift card

FREE MONTH OF HULU SUBSCRIPTION

FREE XBOX SILVERSUBSCRIPTION (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 hungerrelief donationOR OR

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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 AdvantageModern 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

ConferencesMicrosoft 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 LaunchThese 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 SizeDetermine the size of the crust by adjusting the distance between your hands.

Applying SauceCircular hand gestures will apply the selected sauce.

Adding ToppingsPick 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

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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

Impressions325,000,000

Impressions 352,000,000



Impressions506,666,666Impressions

146,000,000


Clicks67,857,142



Conferences$2,000,000Impressions19,000,000

Pizza Pronto$100,000Impressions27,720,000

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

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MEDIA SCHEDULEPizza 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 4TraditionalBroadcast

Cable TV

Direct Mail

Magazines

Outdoor

DigitalMusic Streaming

Display Ads

Xbox Home Screen

In-App Advertising

InteractiveSocial Media Ads

Interactive Video Ads

OtherTech Conference

Pizza Pronto

Website Redesign

App Redesign

Loyalty Redesign

Game Creation

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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

CAMPAIGNCONCLUSION

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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

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

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NSAC2015_Team140_FinalPlansBook (1)

Documents

digital ordering

pizza experience

digital consumers

website digital experience

digital users

online ordering

pizza industry innovator

primary pizza hut consumer