Team #137

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Executive Summary 2

The Assignment 3

Research 4

Situation Analysis 6

Strategy 7

What Does It All Mean? 9

Messaging Solution 10

The Idea 11

Executions Video 13

Breaking the Habit 15

Digital 18

Place-Based 21

Loyalty 22

Local Engagement 23

Connections Planning 24

Evaluation 26

TABLE OF CONTENTS

We are Chariot. We solve impossible business problems with attainable and attractive executions. We bring talented minds together to transform insights into strategies and create long-lasting ideas.

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THE CASEAs the largest pizza chain in the country, Pizza Hut faces stiff competition—other national chains are seen as the best places to order online, and locally-owned shops are known for uncommon ingredients.

Digital ordering has proven to be beneficial for various reasons, including speed and convenience for both consumers and Pizza Hut, but some consumers habitually order over the phone. This disconnect results in only 43% of Pizza Hut orders being completed online.

THE STRATEGYEvery group has one or two key people that make events happen. They’re the ones who set the details, send the invites, and get the food. They plan events because they love making others happy, and they’re great at it. They are Playmakers.

When ordering for parties, Playmakers have a tough time getting flavorful items that cater to everyone. Since no competitors can match our selection of flavors, we can show Playmakers that Pizza Hut will satisfy any group or get-together. Pizza Hut will strengthen its stance as the best place to go for great tasting pizza and Deliver the Flavor.

THE SOLUTIONPlaymakers impress guests and improve events with Pizza Hut’s new digital ordering tool: the Flavor Finder. After answering a few questions about who they’re feeding, the Flavor Finder suggests an order that fits the group’s needs. This campaign helps Playmakers Deliver the Flavor, introduces them to the Flavor Finder, and makes the extraordinary effortless.

EXECUTIVE SUMMARY

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Increase Pizza Hut online orders by 32% by the end of 2015.

Overall, there are three objectives:

> Provide the best digital experience in the category

> Ensure that Pizza Hut is the top choice for digital ordering

> Increase online orders to 75% of all orders

We knew that nearly doubling the amount of online orders would take a significant investment from Pizza Hut, lots of strategic thinking, and a really big, flavorful idea.

THE ASSIGNMENT

A 74% increase in the actual number of online orders is a big task.

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Secondary Research Findings

To get a better understanding of the category and what Pizza Hut stands for, we conducted a variety of secondary research. Teams worked extensively on researching consumer characteristics, digital trends, competitor profiles, Pizza Hut’s social media presence, the Pizza Hut brand, mobile applications, the industry’s user experience features, and promotional strategies.

RESEARCH

Pizza Hut perfroms better in the

Midwest and South

Pizza Hut is percieved as family friendly

Pizza Hut performs better with younger audiences (18-45)

USER EXPERIENCE

A positive user experience grows loyalty

If something takes more than three seconds to load, 40% + will leave

Opinions are formed immediately

> Domino’s leads in online ordering > Papa John’s has the best loyalty program

and association with sports > Pizza Hut has the most robust menu >

CATEGORY ANALYSIS

KEY TAKEAWAY: Historically, Pizza Hut stands out as the flavorful choice.

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RESEARCH

Primary Research Findings

1,670 survey respondents

RESEARCH CONDUCTED:

36 customer interviews

5 employee interviews

4 focus groups

5 user experience heuristic analyses

We compared the products and overall experiences of Pizza Hut, Papa John’s, Domino’s, Little Ceasars, and local restaurants.

WHAT WE FOUND:

of people said price incentives could get them

to order online

Many people prefer to order from local pizza stores because

they often contribute to community teams and events

Monday Sunday WednesdayTuesday FridayThursday Saturday

> Most people order on Fridays and Saturdays

> Majority of respondents are ordering for 2-4 people

> Most people order between 4 p.m. and 11:29 p.m.

“Taste is the number one thing I go for and I like it when there is a variety

of items on the menu.”

-Focus Group Participant

Most consumers don’t even think about online when they’re ordering. It’s a habit

to order over the phone.

STRENGTHS > Complicated, confusing

digital ordering > Not top-of-mind for

digital ordering > Unsuccessful loyalty

program > Disengaged social

media strategy

> Pizza variety and flavors

> Many digital ordering platforms

> Strong social media presence

> Largest pizza chain

> Family-friendly brand

SITUATION ANALYSIS

> Leverage variety of flavors > Break phone ordering

habit > Provide efficient online

ordering experience > Simplify group ordering > Increase customer loyalty

> National competitors have advanced online ordering experiences

> Local competitors are perceived to be connected with community

> Less expensive options

s

WEAKNESSES

OPPORTUNITIES THREATS

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“Proud to be the planner.”KYLE 22 years old

Kyle is a young guy enjoying his twenties. He’s very social and enjoys weekends with friends playing video games and watching sports.

Kyle knows beer won’t flow and pizza won’t get ordered unless he makes it happen. For him the more flavors the better, but he knows his friends have different tastes. He finds it challenging to order for large groups—someone usually has to compromise. Pizza Hut’s new online ordering system will ease his stress and allow him to satisfy everyone’s cravings.

JEN 34 years old

Jen is a millennial mother of two who’s very involved in her community and children’s lives. She frequently organizes killer birthday parties, fundraisers, and all kinds of other events. Jen finds that

prepping for these events can be stressful, especially when she’s trying to please both kids and adults.

When feeding guests pizza, Jen usually chooses local places to order from because they have specialty dishes and support community programs. Ordering Pizza Hut online would allow her to get great food with less stress in less time.

Playmakers

Always the host, never the guest: the Playmaker loves to entertain. Planned or not, they enjoy throwing parties of all kinds. They’re always prepared for company and aim to make each gathering better than the last. They’re proud to be the planner and know their friends well enough to make every event great.

We have two types of Playmakers that we are targeting: young singles and millennial parents.

STRATEGY

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STRATEGY

Key Insight:

Pizza Hut provides the variety of flavors and tools Playmakers are looking for to make their parties better, faster.

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WHAT DOES IT ALL MEAN?

Playmakers put things in action. They love organizing parties and always get the food, but it can be difficult to please every guest. They’ve formed a habit of ordering over the phone. Some Playmakers find local competitors more appealing because of their commitment to community.

Playmakers don’t realize that ordering online from Pizza Hut can make their lives easier.

Help Playmakes throw the best parties.

Simplify online ordering for large groups.

Break the habit of ordering over the phone.

Integrate Pizza Hut franchises into their local communities.

CAMPAIGN GOALS

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Competitors’ pizza menus lack the variety of Pizza Hut’s, leaving Playmakers with limited options if they want to go beyond bland choices. Flavor is the “Wow!” factor that amplifies memorable experiences, and it’s the heart of Pizza Hut’s menu.

Our campaign helps Playmakers Deliver the Flavor by showing them that online ordering results in great tasting pizza.

MESSAGING SOLUTIONS

DELIVER THE FLAVOR

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Pizza Hut’s newest digital ordering tool, the Flavor Finder, is the best way for Playmakers to Deliver the Flavor. Designed to be simple and efficient without sacrificing quality, the Flavor Finder creates the perfect order for any party.

THE IDEA

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Flavor Finder

It starts with a few easy questions:

How many mouths are we feeding? How hungry is everyone? Are there any food allergies or dietary restrictions? Are there any must-have flavors? How about any no-no flavors? Are you interested in sauce drizzle? Will you be splitting payment?

After answering these seven questions, you’ll get a flavor pack of pizzas and sides customized to your party. Of course, you can edit items before you finalize the order in case there’s anything wrong.

THE IDEA

VIDEO

Digital Video & TV

Over our six month campaign, we’ll blanket the country with digital video and TV spots that introduce the Flavor Finder to our Playmakers.

Birthday Party

Jen does birthdays. We do pizza.

She knows 10-year-olds’ birthday parties can be tough. It was hard to feed so many picky eaters - until she used the Flavor Finder.

JEN: It’s Kayla’s birthday, and she has some …particular friends. Timmy thinks ketchup is spicy, Emma decided she was a vegetarian last week, and Cody will try anything once. But thanks to Pizza Hut’s new Flavor Finder, everyone leaves happy … and I’m the favorite mom.

PIZZA HUT VOICEOVER: You do the impossible, we do pizza. Get the perfect pizzas for you and yours with the new Flavor Finder at pizzahut.com. Pizza Hut. Deliver the Flavor.

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VIDEO

Game Day Potluck

Kyle does kickoff. We do pizza.

Kyle’s friends wanted to give a game day potluck a shot. Luckily, he can offset their meager offerings with the Flavor Finder.

KYLE: So it’s game day, and my friends wanted to try a potluck.

COUPLE: “You have brats, right?” [Holds up hot dog buns]

VEGETARIAN FRIEND: [Peeks out with huge smile from behind two heads of cabbage]

LAZY DUDE: [Belches as he holds out half-empty Pepsi bottle]

KYLE: Thankfully, I have backup. With Pizza Hut’s new Flavor Finder, I can get great pizzas that make everyone happy.

PIZZA HUT VOICEOVER: You do kick-off, we do pizza. Get the perfect pizzas for you and yours with the new Flavor Finder at pizzahut.com. Pizza Hut. Deliver the Flavor.

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Nights of Flavor

The Nights of Flavor will break phone ordering habits with steep discount events. We’ve chosen the last weekend of August - a popular time for Fantasy Football drafts - and the premiere weekend of the new Star Wars movie in December. On each Night of Flavor, Playmakers can use the Flavor Finder to buy three or more pizzas for $5 each, any size, any toppings from 4 p.m. to midnight.

Leading up to the events, we’ll increase media spending to ensure Playmakers hear about the Nights of Flavor. Each night will also have a targeted social media campaign.

BREAKING THE HABIT

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#DraftTheFlavor

Pizza Hut will make one lucky Playmaker’s fantasy football draft special. By entering the #DraftTheFlavor competition, fans will have a chance to have ESPN Fantasy Football expert Matthew Berry attend their draft party. They enter by inviting Pizza Hut to their draft party on social media using #DraftTheFlavor. Invitations can take any form, so we encourage creativity! 20 runners-up will have their party catered by Pizza Hut.

BREAKING THE HABIT

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#TheFlavorAwakens

Pizza Hut wants to send four Star Wars fans to the premiere of The Force Awakens. Entering is simple: recreate a favorite Star Wars scene incorporating Pizza Hut and post it on any social media using #TheFlavorAwakens. The top 20 posts get a free pizza party, and Pizza Hut’s favorite wins a trip to the premiere in Los Angeles!

BREAKING THE HABIT

Cinema Advertising

During our #TheFlavorAwakens contest, we’ll buy pre-movie media in theaters to reach film-centric millennial audiences.

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Content Strategy

Pizza Hut’s current social media presence is unmatched by competitors. To leverage this opportunity, our social strategy will strive to simultaneously increase engagement and bring the Flavor Finder to consumers.

Along with current Facebook and Twitter accounts, our social efforts will focus on other channels such as blogger outreach and native advertising on Buzzfeed.

Pizza Hut will partner with bloggers and vloggers to reach thousands of Playmakers nationwide, and push authentic content on Buzzfeed such as quizzes and humorous articles to actively engage readers in a shareable format.

DIGITAL

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Food Network + Snapchat

A partnership with the Food Network will provide great publicity for Pizza Hut. It’s a fantastic way to position the brand as one that cares deeply about providing flavor. Exposure will include adding Pizza Hut ads on the Food Network’s Snapchat Discover circle. For one week in July, Pizza Hut will do a site takeover of Food Network’s homepage, as well as launching product placement in an episode of Rewrapped, a popular culinary competition show.

DIGITAL

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Digital Display

By using both behavior and content targeting methods, we’ll use display ads to connect with Playmakers.

DIGITAL

Search

We’ll make sure Playmakers Deliver the Flavor by targeting hundreds of keywords and phrases related to pizza, flavors, and parties.

> Budget: $3,000,000

> Clicks/Month: 308,940

> Impressions/Day: 260,000

PIZZA DEALS, PIZZA PARTY, KIDS PARTY FOOD, PIZZA SPECIALS, EASY PARTY FOOD,

FOOD FOR KIDS, PARTY CATERING, BEST PIZZA DEALS, PIZZA CATERING,

BEST PARTY FOOD, ONLINE PIZZA DELIVERY, GROUP FOOD IDEAS, FLAVOR PACK,

FLAVOR FINDER, DELIVER THE FLAVOR, NIGHTS OF FLAVOR, FLAVOR FESTIVALS

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Eat Streets

American cities often have centers of great restaurants, or “Eat Streets.” To connect with consumers when their minds are already on flavorful food, we’ll advertise the Flavor Finder with place-based executions in midwest and southern markets.

PLACE-BASED

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Flavor Fans

The pizza industry is largely driven by incentives. Instead of being brand loyal, consumers often use coupons and deals to choose where to eat. In this type of market, an effective loyalty program provides access to remarket a brand and gain a loyal following.

Our new loyalty program, the Flavor Fans, would be exclusively online to increase digital ordering. Consumers who create Pizza Hut profiles will be signed up to be a Flavor Fan (with an opt out option). When Flavor Fans order online, they will have a chance to win free Pizza Hut products. The possibility of winning free products with each purchase will encourage Playmakers to choose Pizza Hut for their parties.

LOYALTY

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Flavor Festivals

Pizza Hut must be more active in local communities to compete with local restaurants. During our campaign, Pizza Hut will jump headfirst into the heart of their communities with food events we’ve titled Flavor Festivals.

Pizza Hut will encourage franchisees to sponsor local community events by offering a reduction in royalty fees. If each franchise sponsors one or two events there will be around 6,000 Flavor Festivals. Our aim with sponsoring these events is to connect with Playmakers locally.

LOCAL ENGAGEMENT

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Budget Rationale

Pizza Hut approached us with a bold goal: to increase their actual number of online orders by 74%. To achieve this, we knew we needed an aggressive budget and a multimedia plan that incorporates digital, social, and broadcast placements to speak to all of our Playmakers and convince millions of people to change behavior.

In 2014 Domino’s and Papa John’s each spent over 30% of their annual budgets advertising online ordering options while Pizza Hut spent just under 10%. To make the kind of impact Pizza Hut is looking for, we recommend dedicating 50% of their six month budget into promoting their online ordering options. Our recommended media plan sees a significant shift into digital and non-traditional media forms compared to previous years as we focus on interactive events, digital takeovers, cinema advertising, and place-based promotion.*

CONNECTIONS PLANNING

Cost (000) Impressions (000)Digital $ 8,268 920,863

Food Network Sponsorship $2,264 190,218

TV $42,444 54,455

Cinema Advertising $3,000 60,000

Place-based $3,500 700,000

Events $36 55,480

Social Media $288 214,520

Production & Evaluation $1,200 N/A

Total $61,000 56,596,571

*based on 2014 AdSpender data

CONNECTIONS PLANNING

July August September October November December

Digital

Display

Video

Mobile

SearchFood Network SponsorshipTVCinema Advertising

Place-Based

Events

Social Media

Lighter Spending Heavier Spending

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Objective Evaluation Technique Results

Provide the category’s best digital ordering experience

Track usage and adoption of Flavor Finder and pizzahut.com

Surpass competitors as the number one pizza chain to order from online

Break consumers’ phone ordering habits

Measure proportion of phone and digital orders

Increase digital orders from 43% to 75% of total orders

Increase awareness of online ordering and Pizza Hut’s flavor combinations

Pre-/post-campaign awareness survey

Become top-of-mind pizza chain for digital ordering

Build awareness of Flavor Finder’s effectiveness for large groups

Pre-/post-campaign awareness survey

More frequent usage of Flavor Finder for group orders

EVALUATION

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References