It’s not an entirely original idea, Burger King got there first, but you have to love a brand that deftly thwarts its competitors. In December last year, Burger King, sent Whopper fans to McDonald’s restaurants to unlock a 1c Whopper deal right under the noses of its competitor. Now Pizza Hut Delivery has launched an AR app that can spot any Domino’s offer and transform it into an even greater Pizza Hut Delivery deal.
The new stunt, Deal Jacker, by Iris in London, is much more sophisticated. All hail for that.
Pizza lovers can use their phone’s camera to scan over Domino’s deals. The AR technology will then replace those Domino’s offers with better value, better tasting deals from Pizza Hut Delivery. And, if by some cheesy twist of fate, the app can’t recognise a deal, Pizza Hut Delivery will give customers an epic 50% off when they spend just £20 on pizzas.
The campaign is inspired by the fact that while an independent taste test demonstrated that Pizza Hut Delivery’s pizzas taste better, there are people who default to Domino’s when ordering pizza. Pizza Hut Delivery says it’s helping them to get both better taste and a better deal.
The Deal Jacker also underlines Pizza Hut Delivery’s commitment to overdelivering in everything it does for its audience and further reinforces its Now That’s Delivering brand platform, which launched earlier this year.
Andrei Andreescu, creative technologist at Iris, commented, “Thanks to the speed with which tech is developing, AR is becoming progressively more accessible to brands and consumers. It is the perfect platform to showcase how our deals are better than the market leader’s in a disruptive and unexpected way. Deal Jacker scans images of our competitor’s deals and renders better Pizza Hut Delivery deals on top thanks to cloud-based image recognition software. It’s been in the pipeline for some time, so it’s great to see it go live.”
https://youtu.be/aSe52fiWzTM
Beverley D’Cruz, Pizza Hut UK sales and marketing director, commented, “Following the successful relaunch of the Pizza Hut Delivery brand with our Now that’s Delivering at the end of last year, we were keen to find a new, innovative way to continue our competitive comms approach in the UK. When Iris proposed this idea to us we knew we had to get it live. It’s the perfect expression of what Pizza Hut Delivery stands for – overdelivering in every way.”
Credits:
Creative Agency: Iris
Chief Creative Officer: Shaun Mcilrath
Creative Director: Lou Bogue
Creative Technologist: Andrei Andreescu
Digital innovation: Stuart McKenna, Rob Leeks & Diego Enterria,
Technology and UX: Dave Clarke, Alex Moulin
Creatives: Rupert Thornborough, Miguel Monterio & Gavin Johnson
Chief Strategy Officer: Ben Essen
Account Team: Ian Bradbury, Lucy Hyman & Clare Warwick
Agency Producers: Monika Seredynska & Pete Mungeam
Media Agency: Navigate
Designers: Alex Peel, Mark Gould & Robbie Hancock
