Every time a goal was scored on live TV, a unique Cheese Code dropped on dynamic A-boards in mobile football games.
Dentsu Creative Malaysia
Brands that seize moments of engagement with real-time contextual brand experiences can captivate consumers during crucial purchase moments. In December, the 2022 FIFA World Cup became a battleground for QSR brands with traditional media spaces cluttered with ads and promos.
This brought an unexpected marketing challenge for the annual Cheesy Poppers Pizza promo campaign – the fight for maximum share of voice.
Dentsu Creative Malaysia teamed up with Carat Media to change the playing field and play the game with a new audience.
In the buildup to the event, data showed a spike in downloads of mobile football games including FIFA Mobile, Football Manager, and Top Eleven – with 1.2 million active users (and climbing).
Enter gamers, a passionate and untapped audience who loved to recreate scorelines of live matches in the virtual world. The strategy was to tap into this unique gamer behaviour and offer a real-time, in-game hack to order special Cheesy Poppers Pizza combos.
“The World Cup is a prime period for any brand, and we understand the costs of battling competitors for a greater share of voice. Instead, we sought a strategic creative solution that showcased Dentsu Creative’s unified strength,” said Kunal Roy, CEO of Dentsu Creative Malaysia.
Recognizing gamers’ aversion to traditional advertising, our idea seamlessly connected across relevant channels like Twitter to generate more buzz.”
Every time a goal was scored on live TV, a unique Cheese Code dropped on dynamic A-boards in mobile football games. Gamers could simply tap on the board to order limited-edition pizza combos in real life. The codes were created by combining player names with pizza toppings: MBAPPEPPERONI, CRISPIANO, MEZZIRELLA, NEYMARINARA, MODRICHILI, and many more.
“Our commitment to Modern Creativity compelled us to play a different game compared to our competitors,” said Andrew Low, Group CCO at Dentsu Creative Malaysia.
“Football thrives in the real-time world. Our fan engagement campaign aimed to infiltrate real-time conversations for real-life conversions. This move paid off with boosted sales and enhanced brand sentiment—a win-win-win for us, the brand, and the consumers.”
As the World Cup progressed, the team concurrently tracked live games, selecting codes that would be relevant to the player that scores a goal. “This allowed us to stay current and break through the media chaos with increased attention and engagement,” shared Sid Nair, Creative Director at Dentsu Creative Malaysia.
“The success of this campaign exceeded our personal and marketing expectations,” said Emily Chong, CMO of Pizza Hut Malaysia.
“The gamified approach and business results speak for themselves. We look forward to engaging new customers in their own gaming worlds in 2023 and beyond.”
Kunal Roy – Chief Executive Officer, Dentsu Creative Malaysia 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 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
Gary Fung – Regional Gaming Director Team – Kieu Nguyen, Destinee Koh, Mitchel Vaz, Van Vo, Eleen Tay
Matt Blackholler – Director Grace Cooke – Head of Operations
Antoine Clairet - Head of Demand Eashen Rhodes – Head of Supply
Pizza Hut Malaysia
Emily Chong – Chief Marketing Officer Jacelyn Lim – Assistant Brand Manager
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