Malaysian Media Awards Winners Showcase

2016 | |

Converting Eyeballs to Share of Stomach

Advertiser: PHD Delivery Sdn. Bhd.
Brand: Pizza Hut Delivery
Creative Agency: -
Credits: -

The Challenge
During Ramadan, the fast food category is one of the most cluttered as advertisers aggressively promote their ‘Limited Time Offers’ to gain share of stomach during breaking of fast. Pizza Hut, a fast food brand, needs an innovative strategy that cuts through the clutter and grabs the eyeballs of hungry stomachs.

Insight, Strategy and the Idea
Research revealed YouTube to be the most engaging platform during Ramadan. YouTube’s advertising reach however depends on what you are able to pay. To be cost-efficient, we strategized a partnership with ‘Jom Bazaar!’, Malaysia’s first YouTube supported Ramadan portal that serves online content solutions ranging from recipes to fashion, tips and more. This strategic partnership amplified our offer as we were able to leverage on the traffic attracted by various advertisers who partnered with Jom Bazaar, resulting in more eyeballs for Pizza Hut.

Media Execution
To stand out from the clutter, we negotiated for Pizza Hut to be the sole partner under the “Food Delivery” category. Through this exclusive partnership, Pizza Hut enjoyed an “Order Now” button prominently displayed on its storefront page in Jom Bazaar. This increased views for Pizza Hut in addition to giving Pizza Hut a “fast advantage” because it was one step less for hungry consumers to quickly order from Pizza Hut, thus decreasing drop off rates. We also placed banner buys in various top premium Malay sites to drive consumers to Pizza Hut’s storefront on Jom Bazaar. To catch those searching Google, we had multiple keywords and ad copy to drive even more eyeballs of hungry stomachs to our storefront.

Results and Effectiveness
• Pizza Hut Delivery recorded a whopping 31% increase in sales versus the same period last year.

• Users spent 101% more time on the Pizza Hut’s brand page as opposed to other advertisers brand page.