Dentsu (Malaysia) Sdn Bhd
Pizza Hut
Cheesy Poppers Pizza
Pizza Hut Malaysia had an uphill battle when the annual Cheesy Poppers Pizza promo coincided at the same time as the 2022 FIFA World Cup. While we were tasked to close the year with a 10% YOY increase of sales, the stakes were a lot higher this time for maximum share of voice – so we looked beyond the usual cluttered media spaces and strategically played to win at all costs, with fewer spends.
The 2022 FIFA World Cup wasn’t just played in Qatar. It was played on millions of smartphones. Cheese Codes is a real-time promo that rewards gamers for every goal scored at the World Cup. We created numerous codes by combining pizza toppings with player names – Mbapperoni (Mbappe, France), Crispiano (Cristiano Ronaldo, Portugal), Mezzirella (Messi, Argentina), Neymarinara (Neymar, Brazil), Modrichili (Modric, Croatia) and more. By dropping unique pizza codes into the A-boards of popular football games, we allowed football lovers to play the game and conveniently order pizza with a tap. Research showed us a unique behavioural truth – we saw that they take a half-time break and divert their attention to mobile football games, recreating scores and matches on FIFA Mobile, Top Eleven and Football Manager. And quite often conversing in real-time as well. So we dialed up the buzz by taking the game to Twitter and releasing more Cheese Codes IRT.
Kunal Roy: CEO
Andrew Low: Group Chief Creative Officer
Sid Nair: Creative Director
Camilia Johari: Copywriter
Diyanah Poedjo: Designer
Rafique Ramleh: Senior Strategic Planner
Nicholas Corneilius: Social Media Director
Janine Wai: Business Director
Szen Li Cheam: Assistant Digital PR Manager
Amy Maisara Abdul Rahman: Senior Digital PR Executive
Claudia Monteiro: Senior Digital PR Executive
Wai Kin Ng: Senior Producer
Michelle Loo: Producer
Najwan Danil-Taridi: Motion Graphics Designer
Carat Malaysia:
Winnie Chen-Head: Partner, Head of Product Growth, Carat
Vanitha Selvathurai: Partner, Head of Carat
Mohamed Salim: Head of Strategy, Carat
Manpreet Kaur: Director, Client Leadership, Carat
Man Shin Yeong: Senior Executive, Media Planning, Carat
TotallyAwesome:
Gary Fung: Regional Gaming Director
Team: 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: Assistant Brand Manager
