Cheese Codes
5. Design Kancils [5.7 Experience Design]
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Links:
https://youtu.be/BpM0jTBO_C0
Product/Service:
Cheesy Poppers
Client:
Pizza Hut
Brief:
Pizza Hut Malaysia had an uphill battle when the annual Cheesy Poppers Pizza promo coincided at the same time as the 2022 FIFA World Cup. While we were tasked to close the year with a 10% YOY increase of sales, the stakes were a lot higher this time for maximum share of voice '“ so we looked beyond the usual cluttered media spaces and strategically played to win at all costs, with fewer spends.
Solution:
The 2022 FIFA World Cup wasn't just played in Qatar. It was played on millions of smartphones. Cheese Codes is a real-time promo that rewards gamers for every goal scored at the World Cup. Our idea was designed to target a captive audience of 1.2 million gamers without disrupting their gameplay and knowing how selective our audience were about who they allowed into their territory. We created numerous codes by combining pizza toppings with player names '“ Mbapperoni (Mbappe, France), Crispiano (Cristiano Ronaldo, Portugal), Mezzirella (Messi, Argentina), Neymarinara (Neymar, Brazil), Modrichili (Modric, Croatia) and more. By dropping unique pizza codes into the A-boards of FIFA Mobile, Top Eleven and Football Manager, we allowed football lovers to play the game and conveniently order pizza with a tap. This idea stemmed from an observation - we saw that they take a half-time break and divert their attention to gaming, recreating scorelines.
