Pizza Hut has stepped up its tactical efforts in recent months, with a campaign for its new seafood pizza. The 30-second TVC launched in late November and used the insight that Malaysians will travel far and wide in search of good food. Chong Kok Peng, account manager at Ogilvy & Mather Kuala Lumpur, said that the campaign ties in with the brand positioning of Pizza Hut as the affordable dine-in restaurant that offers high-quality innovative pizza in a contemporary, friendly and relaxed setting.
"We always try to weave in humour to link back to our brand idea of 'sharing good moments'," said Chong. "This does not necessarily mean that you can only share good moments when you are physically in the restaurant, but it also applies to the entertainment value of our advertisements."
Leading telecommunication companies Maxis, Digi Telecom and Telekom Malaysia took third, fourth and 13th place respectively for their corporate ads designed to wish consumers well over the festive season. These ads generally ran for one to two week in the run up to the New Year.
Petronas Malaysia came in 12th place with its greetings TVC, part of a consumer campaign that consisted of the TVC and supported by print ads celebrating the festivals of Deepavali and Hari Raya. The campaign was developed by Leo Burnett and aimed to communicate the values of racial harmony, unity and friendship.
