Crust Pizza: Out of the Box - 3rdspace
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CRUST PIZZA

‘OUT OF THE BOX’

 

“We loved 3rdspace’s original, innovative and holistic  content campaign which aligned perfectly with our brand strategy”

Zoe Jacovou, QSR Division Manager

 

ISSUE

Great pizza has been subverted  for millennials by the likes of Dominos and Pizza Hut with their low cost, low quality offer. We needed to change the conversation and re-establish pizza as a quality experience, thanks to Crust.

 

INSIGHT

Pizza had become a low value, gut-fill eating experience. At its core however, pizza is a fun, quality experience to be shared with friends.

 

IDEA

To make pizza an interactive, experimental and playful meal experience by aligning Crust Pizza with DJ duo ‘Peking Duk’ and allow our audience to create their own music track and share it socially with #outofthebox.

 

IMPLEMENTATION

A music video for the campaign for the launch

One exclusive music event  video

A range of limited dance loops in a pizza box!

Interactive OOH where consumers could create their own beats & upload to social

 

IMPACT

Unique reach: 4.48m people

Engagement: 149,000 likes, shares, comments

PR Value $773 000

Cost per engagement 7 cents

130% increase in new customers

Mumbrella Finalist Best Collaboration

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