Pizza Hut X Bosh
A phygital strategy
Objectives: To activate a new limited edition pizza recipe
To launch its new limited edition "Hot Kick" pizza, Pizza Hut wanted to communicate in an original way. This pizza was imagined by Bosh, a famous French rapper. To make this experience unique, the pizza box was designed for the occasion. This campaign was awarded with a Silver TOP/COM at the Consumer 2022 Grand Prix.
When the customer received his pizza, he had to scan the QR code visible on the box to start the AR experiment. The filter projected Bosh which rapped on the pizza box transformed into a boxing ring. Several animations could be activated by the user by clicking on icons.
To succeed in its communication campaign, Pizza Hut used two important levers: the QR code and a partnership.
The QR Code
The QR code made it possible to mixing digital and physical to make the customer experience fun and original. Thanks to this lever, it was very easy to access the Bosh show without having to open an application.
In honouring a French rapperPizza Hut has sent a a youthful and community-friendly image. In addition, Bosh being a household name made the campaign more viral and reach a younger audience.