Malaysia, May 10, 2023 – Dentsu Creative Malaysia and Carat Media’s latest campaign for Pizza Hut Malaysia took gamer anticipation to a new level during The 2022 FIFA World Cup. The Cheese Codes campaign, launched in December 2022, increased Pizza Hut Cheesy Poppers Pizza orders by 14% and engaged over a million gamers.
With traditional media spaces cluttered with ads and promos during The 2022 FIFA World Cup, Dentsu Creative Malaysia and Carat Media turned to a new audience – gamers. Data showed nearly 1.2 million active gamers playing mobile football games, such as FIFA Mobile, Football Manager, and Top Eleven. These gamers were passionate and untapped, and loved to recreate scorelines of live matches in the virtual world.
Dentsu Creative Malaysia and Carat Media recognized that brands that seize moments of engagement with real-time contextual brand experiences can captivate consumers during crucial purchase moments. The team created Cheese Codes to hack the beautiful game for Cheesy Poppers pizza combos, which dropped on dynamic A-boards in mobile football games every time a goal was scored on live TV.
Gamers simply tapped to redeem the codes for real-time delivery of pizza combos. The codes were created by combining player names with pizza toppings, such as MBAPPEPPERONI, CRISPIANO, MEZZIRELLA, NEYMARINARA, MODRICHILI, and so many more.
“The World Cup is a prime period for any brand, and we understand the costs of battling competitors for a greater share of voice. Instead, we sought a strategic creative solution that showcased Dentsu Creative’s unified strength. Recognizing gamers’ aversion to traditional advertising, our idea seamlessly connected across relevant channels like Twitter to generate more buzz,” explained Kunal Roy, CEO of Dentsu Creative Malaysia.
The Cheese Codes campaign gained a significant share of voice, with Cheesy Poppers witnessing a 14% surge in sales in just twenty-five days. The campaign registered 8.4 million media impressions with a reach of 1.1 million unique viewers and engaged over a million gamers. The success of this campaign exceeded Pizza Hut Malaysia’s personal and marketing expectations.
“The gamified approach and business results speak for themselves. We look forward to continuing to engage new customers in their gaming worlds in 2023 and beyond,” expressed Emily Chong, CMO of Pizza Hut Malaysia.
Dentsu Creative Malaysia and Carat Media’s commitment to Modern Creativity compelled them to play a different game compared to their competitors. The fan engagement campaign aimed to infiltrate real-time conversations for real-life conversions, paying off with boosted sales and enhanced brand sentiment – a win-win-win for Dentsu Creative Malaysia, Pizza Hut Malaysia, and the consumers.
Management:
Kunal Roy – Chief Executive Officer, Dentsu Creative
Andrew Low – Group Chief Creative Officer
Creative Team:
Sid Nair – Creative Director
Camilia Johari – Copywriter
Diyanah Poedjo – Designer
Strategy:
Rafique Ramleh – Senior Strategic Planner
Social:
Nicholas Corneilius – Social Media Director
Client Partner:
Janine Wai – Business Director
PR:
Szen Li Cheam – Assistant Digital PR Manager
Amy Maisara Abdul Rahman – Senior Digital PR Executive
Claudia Monteiro – Senior Digital PR Executive
Production:
Wai Kin Ng – Senior Producer
Michelle Loo – Producer
Najwan Danil-Taridi – Motion Graphics Designer
Carat Media:
Winnie Chen-Head – Partner, Head of Product & Growth
Vanitha Selvathurai – Partner, Head of Carat
Mohamed Salim – Head of Strategy
Manpreet Kaur – Director, Client Leadership
Man Shin Yeong – Senior Executive, Media Planning
Totally Awesome:
Gary Fung – Regional Gaming Director
Accounts: Kieu Nguyen, Destinee Koh, Mitchel Vaz, Van Vo, Eleen Tay
BidStack:
Matt Blackholler – Director
Grace Cooke – Head of Operations
Gadsme:
Antoine Clairet – Head of Demand
Eashen Rhodes – Head of Supply
Pizza Hut Malaysia:
Emily Chong – Chief Marketing Officer
Jacelyn Lim – Brand/Marketing Manager
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