Dr Oetker
Pizza Lover’s Paradise
Role: Creative Director, Copywriter
“This pizza themed apartment is the stuff of foodie dreams” -
The Daily Mirror
The Brief
Celebrate, appeal to, and reward ‘pizza fanatics’ with an irreverent and high energy digital campaign. Centred around video, but should ultimately build loyalty among existing fanbase.
The Creative
There was really only one thing for it, we had to create the ultimate Pizza Lover’s Paradise, and give fanatics a chance to experience it for themselves, so we needed to lean in to the obsession. Dial it up to 100, and build in a competition element so that fans could have the chance to experience it for themselves.
The Results
The campaign had over 1.7million total views, drove 32,000 social interactions and 27,000 clicks through to site. We also smashed our target and delivered an additional 300K views over the target KPIs.
Of the nearly 9,000 Facebook comments 85% consisted of viewers tagging friends and family to share the post.
The devil is in the details…
“OMG dreams come true!”
We built the Pizza Lover’s Paradise! Collaborating with awesome Art Director Carrie Love (previous credits include End Of The F***ing World series 2 on Netflix) we took over an entire house and turned it into a pizza fever dream. There was a pizza version of everything, from pizza scrabble, to hand crafted kitsch models, to a dreamy sensory mozzarella room where you could experience being inside a pizza.
This was a campaign that was designed to last, so we used the core content to deliver over 10 video assets (optimised for media and specific platforms) as well as 19 gifs and 100 stills. All of which were used in the months leading up to, and after the activity giving the brand bang for buck when it comes to content.
We got comedic influencer Jahannah James to come down and do the first official tour, and surprised her with an impromptu pizza party. She also created her own content that lived on her own channels, and got Made In Chelsea’s Alex to accompany her to film her comedy sketch. Part of the distribution strategy I put in place was a media partnership with Lad Bible who amplified the content on their social channels delivering an additional 1.5 million views. Ultimately driving to a competition sign up page.