1. INSIGHTS
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In 2015 Pizza Hut and Doritos joined forces to create a phenomenal new pizza, the Dorito’s Crunchy Crust. This wasn’t your average ham and pineapple, it appealed to a niche audience who were hooked on snacking.

Audience profiling identified that consumers of Doritos and Pizza Hut were young and social students. Pizza and chips played a functional role in hunger management for themselves and friends whilst they watched the football.
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Our approach was to build a connection between hunger moments and football, setting the context that Doritos Crunch Crust Pizza was the only choice for the big game.

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2. STRATEGY & TARGETING

Our Mobile First consumers played mobile games to help pass the time in between lectures and on the way home from college, so working with Gameloft we created a Mini-Game that was activated during strategic ‘Hunger Moments’.

We placed interactive intersticials into a range of mobile games during strategic dayparts when consumers were most likely to be hungry (lunchtime, late afternoon and evening). Players were invited to a penalty shootout, if they scored they were rewarded with in-game privileges. Crusty Crunch branding sat behind the goal making it unmissable.

The in game activity ran across the GCC region.

3. MEDIA EXECUTION

An extensive social media campaign highlighted the promotion online and two days prior to the activation; a push notification was sent to all female Uber users alerting them to the promotion.

On the weekend of the activation, when our women opened up the Uber app they were invited  to book a 1 hour pampering session, at their home, delivered by the ‘Dove Beauty Squad’ via Uber.

The Dove Beauty Squad were dispatched to the consumers home, to indulge them in delivered an indulgent 1 hour pamper beauty therapy session, including a full skin tutorial involving the Dove Beauty Bar.
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Interviews with recipients of the Dove Home Salon experience were conducted, and content from these was then uploaded to the brands social channels and promoted.

5. RESULTS

We received over 2,500 requests, with 20 lucky recipients receiving In Home Salon experiences in just one weekend.

Brand equity leapt three points, as did key brand attributes such as “moisturize your skin better than other brands” and “Inspire women to feel more positive about the way they look” which  jumped 6 and 8 % points respectively.

Most importantly we saw a 1.2% growth in market share for Dove bars in a like for like period.