CASE STUDY: How Pizza Hut created awareness for delivery service

Background
Pizza Hut Delivery, the pizza delivery arm of Pizza Hut Restaurants, was struggling to differentiate itself from its dine-in counterpart in both crafting an identity for itself and in establishing a business sense that appeals to local communities.

Aim
The campaign was launched in two phases, to create awareness among the main mass Malay community about the new launch of Pizza Hut Delivery, as well as to engage with the consumers.

Execution
Rally partnered up with local artists Scha Alyahya and Tomok, leveraging their social space as a media channel with more than 2 million captive audience members.

The campaign began with a presence of surprise celebrity endorsements to reach out to the main mass Malay community, as well as putting celebrity messages into their own personal assets to create synergy with brand awareness on PHD’s own social presence.

In the first phase to create awareness, fans were rewarded with points when they spotted and shared pictures of the PHD riders and cameo celebrity appearances all over the Klang Valley.

The celebrities would start conversations on their social space and encourage fans to spot PHD riders to collect points and win prizes. As an exclusive treat for fans, Tomok also rode with the PHD riders.

The second phase featured a contest rewarding the winner with free birthday party pizza delivery. Unknown to the winners, the DJs and Scha Alyahya came along to pay a surprise visit. The emotions were captured and documented online, bringing the celebrities closer to the fans. A birthday rap through Era FM was also created to encourage recall of the PHD call centre number.

Results
Pizza Hut Delivery Facebook community gained more than 42,000 fans within a month.