The latest incarnation of the ‘Hate late’ campaign consists of billboards and digital out-of-home spots featuring common excuses for tardiness.
One execution involves the set up of a giant digital clock in the busy Edsa district of Manila, which targets an estimated four million commuters who would pass by the timepiece each day.
One execution involves the set up of a giant digital clock in the busy Edsa district of Manila, which targets an estimated four million commuters who would pass by the timepiece each day.
The clock contradicts its rush-hour surroundings by changing time by the hour, as opposed to every minute, thereby reflecting how slowly time can pass while consumers wait for their deliveries. The ‘Hate late’ clock also never tells an exact time, giving vague displays like ‘10-ish’ before the campaign’s tag - ‘Hate late?’ is revealed.
Other executions feature posters with headlines to reveal actual reasons for being late. ‘Just parking’ means ‘Just woke up’, while ‘Nine o’clock sharp’ means ‘Nine thirty-seven’. ‘Stuck in traffic’ means ‘Still in shower’.
“The Philippines is not the most punctual place in the world. This insight led to our campaign to promote Pizza Hut’s on-time delivery guarantee,” said Joel Limchoc, CD, BBDO Guerrero Ortega.
“Our brief was to make the campaign relevant and entertaining to Filipinos - and get more people on to ring up for pizzas in the process.”
Since the campaign first launched, delivery sales for the pizza chain have gone up by 18 per cent.
Pizza Hut Worldwide has also conferred a Yum Award to its Filipino outlet to recognise the effectives of its latest outdoor work.
With 140 restaurants, Pizza Hut is the market leader and competes with Shakey’s 97 outlets.
