60 The Best Digital Marketing Campaigns in the World
Target audience
Today’s modern young consumers are busy, constantly on the go and time-
starved. They crave products that make their lives a little easier – and they
demand that brands deliver.Pizza Hut’s chosen agency, imc², needed a solution that would make Pizza
Hut more accessible and convenient – something that could match the
demanding lifestyle of its core customer base.Action
By developing a custom application for Apple’s iPhone and iPod Touch, imc²
put a whole new way of ordering pizza in the consumers’ back pockets. The
app allowed people to connect with the brand any time, anywhere. It gave
iPhone users their own virtual Pizza Hut, right there on their phone, allowing
them to become part of the pizza-making experience.The app imc² brought the fun part of making a pizza to the consumer, allowing
them to effectively ‘build their own’ pizza on their iPhone or iPod Touch. Using
the device’s accelerometer and multi-touch interface you could pinch in and
out to resize your pizza base, drag and drop toppings, shake your choice of
sauce over your chicken wings, drag pasta onto a waiter’s tray and more.
Once your order was done, you could tap to place it direct with your nearest
Pizza Hut restaurant (calculated based on your GPS coordinates if you were
on an iPhone).The application created a consistent, convenient way for consumers to
engage with their favourite pizza brand, and the visual ordering experience
improved consumer confidence that the order they placed would be
understood and fulfilled correctly by their local restaurant, building trust and
increasing orders.