PizzaHut Launches All New Pizzas Range at 79 With JioSaavn!

Objective

One of India’s favorite pizza destinations, Pizza Hut just launched its Flavour Fun range with 5 new flavors at Rs. 79. With a clear aim to target millennials and genZs which is about 90% of the JioSaavn audience, PizzaHut partnered with JioSaavn to reach listeners by using multiple ad experiences and engage them by building brand content to spread awareness about the all-new pizzas at an amazing price of only 79.

Strategy

We developed a strategy-based campaign to reach a large audience, specifically targeting our key demographics. As India’s top-performing audio platform, marketers look to JioSaavn for guidance, so, we developed an extensive strategy that was to be divided into two parts. We harnessed a branded content approach to engage our users and created multiple ad experiences to inform them further about the product.

To help Pizza Hut promote its message of pizzas only at Rs 79, we focused on the number and added a musical twist to it by creating the Flavour Fun Hits Playlist. The playlist curated top hit songs from 5 genres - Cheesy (Romantic songs), Tandoori (Dance numbers), Classic (Acoustic Songs), Schezwan (Party Hits) and Italian (Feel- good Hindi songs) that matched the 5 newly launched flavors. In order to tie it firmly with our idea of pizzas at Rs 79 further, we curated the playlist to be exactly 79 minutes long and created the product recall.

To amplify the playlist, even more, we strategically showcased Pizza Hut’s creatives and broadcasted our Flavour Fun Playlist on our homepage to build a buzz around Pizza Hut’s latest offering.

Next, we picked up a small insight - Not everyone likes the same taste so why would they like the same ads! Enter Dynamic Audio Ads. We delivered hyper personalized ads that were customized on the basis of Time of the day, Day of the week, and Location. With dynamic audio ads, we directed the users to the product page.

But this was not all! To ensure that Pizza Hut's message reaches everyone we used one of our high-reach and high impact units, Overlay. Along with a simple CTA that directed them to the product page. Finally, we leveraged audio ads with companion banner placements to further establish our messaging. It was followed by a verbal prompt to create an interactive ad experience for the listeners to educate them on the product.

how the media plan was aligned for the defined target audience?

What do millennials or genZ’s do when they are travelling, working out, daily chores, or at work? They listen to music and that’s how we were able to capture this audience for pizza hut. To make these music lovers aware of pizza hut’s offering, we picked all the hit songs and packed them up in one playlist for them to enjoy anytime possible. Not only this, but we also made audio ads tailored to where they are, what the time is, and what the day of the week is.

We amplified the playlist and pizza hut’s offering with multiple ad experiences to reach the exact audience pizza hut wanted.

These ad experiences were also strategically targeted in the top 2 priority market clusters for Pizza Hut, as well as users who had an affinity towards Food, Movies, Music, Movies, & Gaming.

Results

The campaign generated the cheesiest results with our multi-layered strategy. We achieved over 7.7 Million impressions on JioSaavn with over 6.6+ million audio ads delivered. Our partnership with Pizza Hut reached 4.4+ million listeners uniquely and garnered a whopping LTR (listening through rate) of 91.2% & over 174K clicks. What more can we say? It’s been epic in every way.

Nielsen Study Results

6% increase in brand awareness 16% increase in purchase intent 94% of respondents recalled seeing the ad on JioSaavn 93% of respondents correctly associated the Flavour Fun range with Pizza Hut