Pizza Delivery: "HAP-PIZZA-TH DAY! CAMPAIGN" Direct marketing by Hakuhodo

Category: Direct Response Digital: Mobile Marketing
Advertiser: PIZZA HUT JAPAN
Product/Service: PIZZA DELIVERY
Agency: HAKUHODO
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: HAKUHODO, Tokyo, JAPAN
Creative Director: Masaaki Fukuoka (Hakuhodo)
Acount Executive: Shintaro Hayashi (Hakuhodo)
Acount Executive: Masako Sasamoto (Hakuhodo)
Producer: Hiroaki Nagaoka (Hakuhodo Dy Intersolutions)
Production Manager: Ogi Ryu (Hakuhodo Dy Intersolutions)
Web Director: Atsumasa Terasoba (Osamayor)
Designer: Shingo Suzuki (Osamayor)
Technical Director: Atsuo Heike (Osamayor)
Programmer: Atsushi Sasaki (Advanced Media)
Media placement: Flyer Inside News Paper - Yomiuri News Paper - 1 March 2009

Describe the brief/objective of the direct campaign.
Make a new lifestyle habit, a scheme that would directly lead to sales orders.

Explain why the creative execution was relevant to the product or service.
1. Birthday pizza game A custom pizza with which you can blow candles out, with your phone. A magical and entertaining experience of jumping over space. When you succeed, you get a discount coupon as a birthday present. You can order directly from the same phone. 2. Birthday melody pizza box The pizza gets delivered in a special box which plays Happy birthday when opened. The word was spread by the people at the party.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A campaign to encourage a new habit of celebrating birthdays with pizza. Everyday is someone's birthday. Celebrating birthdays with pizza would boost sales. The core idea, “Ha-pizza-th day!”

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
150,000 orders of pizza. Various newspapers, magazines, and blogs have featured articles about this website.