Pizza Hut

WIRETAPPING INSIGHT FOR GROWTH

You see, on game nights, Pizza Hut and Domino’s see their biggest volumes. But it was our fear that this rivalry would break our 38-month run as Australia’s fastest growing QSR. Our challenge was to connect with our 14-35 target during this critical trading period to help drive great sales volumes for our franchises. Our WireTappingTM insights showed that 54% of 18-34’s consume news via social platforms like TikTok. So, we built our whole campaign around this, acting as an unofficial Origin commentator. But how do you do all that if you can’t afford to sponsor Australia’s biggest sporting event? You break some NRL sized rules and digitally hack State of Origin.

Journey

WIRETAPPING INSIGHT FOR GROWTH

IDEA THAT MOVES DIGITALLY, HUMANLY.

Meet Sauce of Origin. Australia’s newest supergame. A six-week national series played out in real-time on social using customer sales data, driving consistently high revenue for our franchisees. To play, simply order a pizza and back your state by choosing from a free Blue or Maroon sauce. Real-time sales data fed a live social scoreboard tracking each state’s progress. Using that data, we talked directly to people interested in particular states. Love Blues? We targeted you with Blues Sauce of Origin content. With 92,470 people playing, we then amplified this content in real-time when corresponding games were being broadcast to millions. Even Fox Sports anchor and ex-NSW Origin player, Braith Anasta got in on the action, becoming the official Sauce of Origin commentator.

IDEA THAT MOVES DIGITALLY, HUMANLY.

THE EFFECTIVENESS

And we changed the game, kicking some legendary goals: Maintained the peaks, bringing in an extra $1,160 per store per week Lifted brand talkability 40%, beating target by 100% Delivered $3.1M in reportable revenue, beating $1.37M goal by 227% Made it Pizza Hut’s biggest sales month ever, beating previous records by 5% ($1.2M) Defended our fastest growing QSR position, delivering our 39th month of consecutive growth. And rewriting the rules of hacking a national sporting event in real-time delivered an ROI on reportable revenue of $6.75 for every $1.

IDEA THAT MOVES DIGITALLY, HUMANLY.

Overview

Journey

Journey

Results