No one knows better than Pizza Hut that Pizza is the ultimate party food. In a region where bigger is always better, in 2019 Pizza Hut launched a metre-long ‘Limo’ pizza, the perfect meal for a sharing Pizza Party occasion. In 2020 the ‘Limo’ was back thanks to unprecedented consumer demand, and we wanted to make sure our pizza fans had something that was worth the wait. Pizza Hut upped the ante by taking the ‘Limo’ to even greater dimensions.
What do you get when you cross one metre of pizza with 3 sides and 3 dips all in one box? A Super Limo party in a box.
But, how do you talk to the youth of 6 markets with different dialects and get them to unanimously join the Super Limo party?
BRUTAL SIMPLICITY OF THOUGHT
We built so much hype that FOMO would lead the youth of the region to participate.
Music is a passion point for the region. To truly embrace this music sat at the heart of our campaign idea.
We created a catchy hip hop tune with a fusion of local dialects and we partnered with Tareq Al Harbi, to choreograph some signature exclusive dance moves for the campaign.
Creating and owning our own hashtag across social and Tik Tok we rolled out the party with the #SuperLimoDanceOff and invited our audience to show us their Super LIMO moves. We gave them a chance to upload their video with our hashtag for a chance to win Pizza Hut vouchers. Plus, all the best dance videos were then featured on our Pizza Hut page.
We further leveraged a mobile first approach, every piece of content in their hands, and on their device. From social content and competitions, to Tik Tok dance challenges and in store activations – wherever our audience were, so was the Super Limo. Across markets, we created content that was actively shared.
Each channel was integrated, all our content drove to our ordering site where a page takeover themed the Super Limo journey . Our influencers spread the message tagging us in content and on facebook our community managers engaged with all of our excited fans.
Over 150 stores across UAE, Bahrain, Oman, Kuwait and Qatar launched the product.
Over 100,000 Super Limos and Limos sold, in just a 7-week campaign period.
Super Limo contributed to on average 20% of Pizza Hut Sales Mix
3.3 million impressions across facebook, with 32,000 fans engaging with our content.
30 million views of our dance off challenge on Tik Tok in less than a week, with hundreds of people sharing their own performances on the platform. Turning the soundtrack into one of the region’s top trends. We also hit our goal of 1.5MM views in about 8 hours, which was faster than the expected 5 days!
With more than 1.7 million views of our films online, we truly rolled out more than just a pizza but a pizza party craze that has swept the region
Client: Pizza Hut
Year: December 2019