Most of franchise brands advertise their products exaggeratively with the phrase "the product in this commercial can be different from the actual product you receive." We created "Pizza Camera" where consumers can compare between advertisement and reality based on foodie photography culture. The proof photos that were uploaded on social channels drove voluntary viral by consumers rather than direct promotion by the brand, which resulted in positive recognition on the brand.

The enhancements of the Tasty Pizza season 2 & fun points of "Pizza Camera" were informed to 1.5M followers of social influencers.

After launching, the promotion was executed at all delivery touch points (MMS, package, leaflet).

In addition, the confident message by Pizza Hut was spread through on-line viral video.

Gained 10M views on campaign video, 5,000 viral post on social channels, 5,000 fun app participants, reached to 15M users to turn the negative recognition into positive one. As the result, sales increased by 15%.