2: DIGITAL (Campaign websites and micro-sites)
JPG
JPG
Offline Hour - Pizza Hut
Pizza Hut
Bronze
| Title of Entry: | Offline Hour |
|---|---|
| Brand: | Pizza Hut |
| Product/Service: | Pizza Hut |
| Client: | Pizza Hut META |
| Entrant Company: | M&C Saatchi UAE |
| Creative Team: | Chief Creative Officer: Ryan Reed Chief Executive Officer: Scott Feasey Group Managing Director: Natalie Cooke Creative Director: Ben Lees Associate Creative Director: Jason Velasquez Burayag Art Director: Ben Lees Art Director: James Swift Copywriter: Jason Velasquez Burayag Senior Strategic Planner: Asmaa Ahmed Developer: Mohammad Dohadwala Content Producer: Saad Shehzad Content Producer: Chloe Collins-Cole Motion Designer: Rami Al Ekhlasi Head of Production: Leighla McGregor Account Director: Caroline Wylie Account Manager: Nadine Inja Head of Social: Mitch Williams Social Media Manager: Merrihan El-Shazly Social Media Executive: Ahmed Taha Digital Designer: Anoop Ashok Head of PR: Amy Brill PR Account Manger: Hanine El Massri |
| Other Credits: | Chief Brand Officer, Pizza Hut META: Beverley D'Cruz Head of Marketing, Calendar & Communication: Gaurav Sinha Head of E-commerce, CRM & Loyalty: Srikanth Tirupathi Brand Manager: Hanna El-Amrawi Marketing Manager: Nicodemus Rozario Digital Marketing Manager: Khaled Al-Masri |
| Sector: | 01: CONSUMER PRODUCT OR SERVICE |
| Notes: | HOW WE GOT PEOPLE TO DISCONNECT FROM THE INTERNET FOR FREE PIZZA The world loves pizza and Pizza Hut, possibly the world's greatest pizza, wanted to show some love right back. So during Earth Hour, we wanted to participate in a way beyond just switching off the lights because it's kind of hard to eat pizza in the dark. In the US alone, the networks and data centers that power your social media, messaging services and streaming video consume 8 billion kWh more than household lighting. So instead of turning off the lights, we encouraged people to go offline. We created a website that only works without WiFi or data and little bit of internet sorcery. It asked people to disconnect from the internet for an entire hour to get free pizza and in turn, save up to 12% more energy than switching off the lights. HOW IT WORKS People visited www.offlinehour.me and were asked to switch off their WiFi or turn on Airplane Mode. Special code was built into the site to detect whether users had an active internet connection or not. Content was preloaded into the browser's cache before people were prompted to switch off their WiFi and/or data. Once people went dark, a countdown timer appeared on the page. Reconnecting your WiFi or data would cause the timer to stop and prompt users to go back offline. And if they managed to get through an entire hour offline, a pizza was coming their way. RESULTS - 10,000+ participants during Earth Hour - 3,200+ combined total hours spent offline - 7.4+ million people reached |
