Client: Hell Pizza
Agency: Cinderella
Project: Hell Poll
Solution: RedDirect
Launched: June 2005
Campaign length: 85 days
Campaign website: www.hellpoll.co.nz
Background:
Putting the 'VICE in SERVICE' has always been the motto for the pizza makers at Hell. Through providing "damn good food and great service" Hell has gained significant recognition since their establishment in early 1996 and now has 55 franchises around New Zealand.
Hell has also achieved considerable success from their use of creative, fun and 'outside the square' advertising, which is why RedDirect provided an excellent medium for the Hell Poll campaign.
Objectives:
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Provide a fully integrated media campaign aimed at the general market using SMS, e-mail and the web.
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Raise brand awareness, loyalty and interest for the Hell brand.
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Incorporate the "hell" theme that the company consistently integrates into their strategy.
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Encourage people to go to Hell and increase repeat purchases.
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Increase sales by giving away free sides with any pizza purchased by a Hell Pollvoter
Promotion of Campaign:
Strategy:
Run The Red worked closely with both Hell and Cinderella to create Hell Poll, an interactive polling competition where people voted on which of the politicians selected should go to Hell for one of the seven deadly sins- envy, wrath, sloth, gluttony, pride, lust and greed.
To entice people into the competition the grand prize was a trip to Bali, however every time a participant made a vote they received an instant Hell prize (i.e. banners, beanies, pizza vouchers, etc) which could be redeemed at any Hell store.
The campaign was supported through the use of billboards, internet banners, as well as the website, which introduced those politicians within the poll and created awareness of the competition. The "hell" theme was integrated throughout the campaign by using the short code 2666, a number which essentially translates as "2 Hell"; as well as having the New Zealand 2005 General Elections as a backdrop to the competition, an event which is usually synonymous with "devilish undertakings".
How Hell Poll Worked:
Participants entered in Hell Poll by either texting the politician’s first name to the Hell Poll short code, or going online and voting directly from the website.
The use of RedDirect, with real time web applications, meant that the pole rating system was immediately updated online when users sent through their vote. The system would then send the texting participants a reply stating the present pole rating as well as a Hell voucher.
RedDirect also compiled a database with all those who had voted which allowed Hell to send out random instant prizes and put participants into the grand prize draw- a trip to Bali.
Results:
The Hell Poll campaign was a great success with:
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Over 20,000 people getting involved in the campaign.
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14,629 votes received through text message and 35,168 received through the web.
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A large amount of PR being generated for both Hell and Cinderella.
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