Pizza Hut lights up Chinese New Year with new app campaign via OgilvyOne Hong Kong
OgilvyOne Hong Kong has launched the first phase of a new campaign for Pizza Hut, aptly named ‘Cheesy 7 King Light App Campaign’, just in time for Chinese New Year. Feeding the digital hunger of local consumers, the fully integrated campaign features multiple components, including a teaser film, game and most importantly, the ‘Light Up App’.
The app allows users to take photos, and then use their phone as a wand to draw shapes and words in different colours to layer on top. Users are encouraged to share their photo creations on Facebook to receive a Pizza Hut discount code. A variety of additional discounts and special prizes will be introduced at a later date.
In anticipation of the launch, OgilvyOne has released a short teaser film on YouTube and Pizza Hut’s social media channels, calling all pizza lovers to download the app. The film features Hong Kong youngsters creating shapes, such as hearts and flowers, in the air with their phones, encouraging one another to share their Chinese New Year photos. With the city’s neon skyline as a backdrop, the closing remark reads, “Light Up Your Lunar New Year.”
“Pizza Hut is a brand synonymous with bringing people together, while Hong Kongers have a strong desire to discover the latest in technology and social activity, says Nicoletta Stefanidou, Creative Director, OglivyOne Hong Kong. “The Light Up app harnesses people’s desire to be socially engaged, share photos and customise their own creations in a fun way that relates to Hong Kong culture. It’s a feel-good app.”
The Light Up app will be available until March, with different games, prizes and other components being introduced, building greater brand affinity among Hong Kong consumers.