Архив реклам » Промо , Кейсы » MR. PIZZA » TRUE ORIGINS OF PIZZA


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Отрасль Рестораны, Пабы и Бары
Медиа Промо / PR, Кейсы
Рынок США
Агенство Ss+k New York
Director John S. Park Addict Films
Art Director Mike Yang
Copywriter Andrew Clarke, Kash Sree, Paul Spelman
Producer Amanda Mccroskery
Editor Tamara Treu
Выпущено октября 2011

Кредитсы и описание

Category: Retail and E-Commerce, including Restaurants
Advertiser: MR. PIZZA
Agency: SS+K
Chief Creative Officer: Kash Sree (SS+K)
Art Director: Mike Yang (SS+K)
Copywriter: Kash Sree (SS+K)
Copywriter: Paul Spelman (SS+K)
Director Of Production: John Swartz (SS+K)
Producer: Amanda Mccroskery (SS+K)
Senior Digital Strategist: Kevin Skobac (SS+K)
Editor: Tamara Treu
Director: John Park (Addict Media Films)
Executive Producer: Yu Hyun Cha (Addict Media Films)
Assistant Director: Bonjun Jung (Addict Media Films)
Media placement: Online Film - Online - 1 October 2011

Insights, Strategy & the Idea
Mr. Pizza is Korea’s largest pizza chain, and it had plans to further expand into the US market. Our aim was to generate awareness and buzz with a US audience that had never heard of the brand or likely ever considered a pizza company from Asia. We also wanted to leverage any buzz and excitement around the brand in America to improve the chain’s progressive image back in Korea.

In conversations with the client about what makes their pizza so important, they kept mentioning that they made pizza “the original way”. This got us thinking - what if pizza itself actually originated in Korea?

Creative Execution
We created a sophisticated satirical campaign that would amuse and entertain audiences in both the US and Korea, and also reference Korean history and its sometime-tense relationship with its neighbours. This layer of cultural subtext was designed to start a cultural discussion online.

We created an online documentary exploring a made-up theory that pizza was invented in Korea and stolen by the Italian explorer Marco Polo in the 13th century. The documentary was supported by an integrated social ecosystem to engage viewers in the story across multiple touch points.

Street posters, QR code stickers and protest signs first drove the audience to our conspiracy theory blogger, who then led them to our fake production company and the documentary.
Characters were given a mix of English and Korean websites and social properties. A CafePress store was launched for supporters to buy swag. Everything worked together to immerse people in the story.

Results and Effectiveness
A unique creative idea combined with a truly integrated approach ensured we reached a huge audience online with only a modest budget.

The documentary went viral, clocking up 2.2 million views. Hundreds of news sites and blogs covered the story, including the Wall St Journal and international TV news. A huge online debate was started, with thousands of passionate comments and blog posts about Korean national identity, disputed history and the role of satire in Korean humour.

The campaign earned 2 million dollars worth of unpaid media giving the client a 1600% return on their investment.