Challenge: To create attention for Dr. Oetker’s frozen pizza brand Pizza Box online and turn this attention into offline sales.
Solution: Research showed 49% of the Chinese urban population says "I would rather stay at home than go out after work." Based on this trend, Energize launched a music video that claims Dr. Oetker’s Pizza Box is best enjoyed when totally comfortable. Or in other words: when staying at home relaxing on your couch.
The music video aims to earn attention online, while point-of-sale activations turn this attention into action. Using custom-made premiums, promo codes and updated packaging, the campaign bridges the gap between online and offline. This campaign is the first step of the brand to promote a culture wherein people are proud to share the moments they are totally comfortable at home, eating pizza. Making staying at home the new cool.
Results: Impressions: 46,372,942; Video views: 545,000; Replies: 12,408; New Weibo fans: 9,051