Pizza Hut made its home in India in 1996 and since then, it has grown to over 700 stores in the country.
The brand has been known and loved for offering fresh, delicious pizzas at an affordable price. But with other pizza players trying to grab a share of the pie, Pizza Hut had to find ways to continuously appeal to its audience.
Pizza Hut has always focused on innovation – both in terms of product and marketing. The brand created a new pizza – and needed to find a new way to launch it. The goal was to bring the latest pizzas and deals in town to its audience and drive clicks to visit the website.
Pizza Hut partnered with Glance to bring its new pizzas and offers to young Indians during special weekends when they were most likely to order food. Glance, India's lock screen content platform with its massive reach and unique, clutter-breaking format, enabled the brand to catch the eye of its this audience in the blink of an eye before they unlocked their phones. With tempting visuals of their latest pizzas and a clear callout of special deals served on the lock screen, Pizza Hut compelled its audience to order.
1. Picking the Best Time to Serve: Reaching Out at the Right Moment
Pizza Hut chose to reach its audience with relevance across special occasions and everyday moments. For special moments, they leveraged weekends such as Easter and Friendship Day, when people are most likely to order in with friends and family. Considering pizzas are a popular choice for mealtimes with large groups, the brand chose these moments to launch their new pizzas and deals.
2. Getting the Base Right: With Compelling Visuals and Clear Communication
The brand created full-screen visuals showcasing appealing imagery of food and crisply calling out the deals on them, so the user could easily capture the information at a glance and visit the website to order – without unlocking their phones.
3. Topping it with an Unmissable Lock Screen Takeover
The thoughtfully designed visuals and messaging reached its audience in a completely unmissable way with Glance’s unique lock screen takeover format. These roadblock ads ensured zero distractions as the creatives covered the entire lock screen, driving maximum impact – a reach of 41.02 million users and over 1.18 million clicks in a single day. The CTA led the viewer to Pizza Hut’s website without unlocking their phone.
Lock screen takeover creative 1
Lock screen takeover creative 2
Glance feed creative
By enabling seamless discovery of the latest pizzas and deals in town, Pizza Hut melted the hearts of millions of Indians as they looked to indulge with friends and family. The campaign delivered stunning results.
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