必勝客PR營銷策劃方案

OgilvyGroupinChinaCompanyCredentialPreparedbyOgilvyGroup,Shanghai/ChinaAugust2010PizzaHutChina20xxAnnualCommunicationsPRToplinePlanPreparedbyOgilvyPublicRelations,Shanghai/ChinaYumChinafiledIPONov.1st

CommunicationsObjectivesStrengthen“LovetoShare”imageInnovate

BrandCSR

conceptSetupIssueManagementSystemTargetaudience’sTop-Of-MindAmongtheAmericancasualdinningcategory,suchasDomino’s,PapaJohn’s,PizzaExpress…ContentOn-goingCSRIssueManagementWhatmattersmosttothem?跟朋友一起聚餐吃的是氣氛

高考完三五好友當然要大吃放松

Fun歡樂帶孩子吃飯順便出去玩玩兒

店里還能有點娛樂設(shè)施打發(fā)打發(fā)時間

心里盤算周末跟一大幫朋友吃些什么好吃

家里有了寶貝自然什么都要給她最好的，健康、安全、營養(yǎng)特別重要

Food美食餐廳最重要還是好吃啊

難得的周末一定要吃頓好的

On-goingTomakePizzaHutthetop-of-mindrestaurantfordiningamongtargetaudience’schoicesthroughPRcommunicationsversatileapproaches.AllideassupportdrivingtraffictostoresultimatelyBlendin“Lovetoshare”inallcommunicationsmessagesOwn“MoodHealth”than“BodyHealth”withfunandhappyelementsStrategyOn-goingCommunication

SaladBarRe-LaunchOn-goingCommunication

HeroContentInfluencerActivationsExclusiveAccessoriesLovetoShare愛分享披薩天生被分享

你也來分享:

＃四合一

視頻征集活動

（Using1-9-90Theory）HeroContent

1990UGC:ArousemassinterestsandjoindiscussionviasocialHerocontent–abigbangtogoviralAmplification:ViralbyinfluentialMedia,KOL,APP胡歌4P視頻

#四合一炒熱#四合一KOL原創(chuàng)內(nèi)容媒體新聞發(fā)布全民征選胡歌同框廣告播放胡歌4P?#四合一

玩這么大！1胡歌品嘗＃四合一

披薩其中一塊

超級辣考驗他的演技

不能顯露出來同時搭配豐富表情

（做成表情包）誘發(fā)粉絲轉(zhuǎn)發(fā)

討論那一塊才是辣味9影響力擴散網(wǎng)站／視頻微信／APP電視／廣播Up主挑戰(zhàn)

＃四合一

話題視頻胡歌最新表情包

都是戲

快來舔屏微博粉絲號轉(zhuǎn)發(fā)胡歌視頻提供“槽點”讓KOL與媒體再創(chuàng)#四合一

內(nèi)容必勝客#四合一

視頻全民征集

90全民征集

＃四合一

視頻投稿拍攝內(nèi)容

大開腦動精選最佳視頻

與胡歌

＃四合一

視頻

同框廣告

刊登在所有必勝客官方渠道微博／朋友圈轉(zhuǎn)發(fā)再得好禮＃四合一

X利用SEO將關(guān)鍵字#四合一與品牌鏈接這么多#四合一

選擇你的是那款I(lǐng)nfluencerActivations媒體聚會

－

吃披薩接龍(邀請三位同事／好友一起來接龍，吃最多者有獎)披薩廚房由必勝客資深廚師教媒體／KOL制作經(jīng)典披薩

吃披薩

就是要歡樂一起玩！

創(chuàng)意派對道具周邊商品ExclusiveAccessoriesPartyAccessoriesPartygame

“EmergencyShot”PizzaDarts披薩大冒險Mechanics:TableGame在桌子上放一個圓形的游戲轉(zhuǎn)盤以及篩子一枚，類似于大冒險的游戲。擲出篩子，并同時轉(zhuǎn)動內(nèi)層的轉(zhuǎn)盤。指定動作：轉(zhuǎn)盤停留在

“吃辣椒”

制定人：骰子3代表“請喜歡的人”

請喜歡的人

吃辣椒。Pizza

Hut

x守望先鋒這個世界需要英雄！競技游戲Cosplay熱點話題披薩不朽！健康膳食套餐吃披薩就是要贏！女生專項套餐披薩來了！全葷食套餐今天適合鬧點大披薩！熱辣口味套餐根據(jù)游戲特色推出主題套餐餐具與包裝根據(jù)游戲角色特色作定制化的設(shè)計消費者可以使用包裝進行簡易的cosplay消費者獲得code，進入游戲獲得Pizza

Hut相關(guān)定制化游戲道具Pizza

Hut

x

NBA讓家人一起享受NBA的快樂！體育盛事競賽闔家歡樂成人兒童餐具與包裝作籃球主題包裝設(shè)計提供不同的游玩項目，讓不同目標群體感受籃球的快樂線上投票線下門店投票NBA決賽前夕線上互動留言為支持的隊伍加油決賽成績公布以后所有支持勝利隊伍的用戶獲得優(yōu)惠用戶可以回到線上尋找支持相同隊伍的“球友”“勝利狂歡夜”-店內(nèi)設(shè)置投影，實時轉(zhuǎn)播NBA賽事消費者可以在線上線下參與互動終極比薩大逃亡

限時主題密室解壓多人游戲協(xié)作1.接受挑戰(zhàn)！呼朋喚友到必勝客餐廳用餐用餐期間收集密室通關(guān)線索結(jié)賬時可得到限時密室邀請函2.和小伙伴們一起找到密室，挑戰(zhàn)闖關(guān)！3.慶祝勝利！分享你的通關(guān)勝利合照并@必勝客官方賬號，獲取優(yōu)惠券，和小伙伴一起去慶功！你被惡人陷害，被關(guān)進了大烤箱中，只有比薩先生能夠帶你們逃出去！但他已經(jīng)被烤的支離破碎…你們需要同心協(xié)力，找回它失落的餡料，一起離開這里！LeveragetheclassicimagetocreateBUZZandTALKABILITYandultimatelydrivetraffictostore.2.SaladBarSaladBarRe-Launch門檻低、畫面討喜、樂趣無限根本停不下來當堆積到足夠的分數(shù)，可以在手機上獲得電子優(yōu)惠券，進店享受美味沙拉分享自己傲人分數(shù)，邀請好友一較高下重溫經(jīng)典x魔性比拼

H5游戲:那些年我們錯過的沙拉塔

Creativepending#那一年一起堆的沙拉塔

因為必勝客

我們又能重聚歡樂時光賦予必勝客沙拉塔

“經(jīng)典”

形象找回當初一起堆沙拉塔的TA一起走進必勝客

再一起相聚找來幾組有故事的消費者制作

SocialPoster作為宣傳內(nèi)容

世界最高沙拉塔挑戰(zhàn)——中國制造使堆沙拉成為人們引以為傲的成就中國大學的工程學學生將成為此次世界紀錄挑戰(zhàn)項目的挑戰(zhàn)者，把他們迎戰(zhàn)挑戰(zhàn)的過程推廣給大眾。

線上猜高度-高度接近得獎-正確高度將能獲得大獎最后的挑戰(zhàn)日將直播，并將沙拉分享給現(xiàn)場的觀眾吃完，倡導(dǎo)環(huán)保UpdatedCreativependingCSRUsingCSRasacommunicationapproachtohelpbrandliftreputationanddrivestrongeraffiliationamongtargetaudience.CSRwithinPizzaHut–GlobalV.S.LocalGlobalWorldHungerRelief&EnvironmentChina-CurrentChinaHungerRelief(捐一元)&EnvironmentProtectionChina-Future?SocialChallenges-WhatChineseCareMostAbout?Source:FudanDevelopmentInstitute,2014Top3:Education,Anti-Corruption,EnvironmentExternal(Community)Internal(Employee)BusinessOperationSustainabilityPhilanthropyCSRFocusQuadrant–BrandV.S.KeyMarketPlayers(ofCSR)TheBestCSRApproachforPizzaHutinChinais…China-Future?RIGHTSTRATEGY+CAMPAIGN-ABLEIDEA+SUSTAINABLEPROGRAMS

BERELEVANT:relatetobrandcorevaluesandoverarchingmarketingtheme“LovetoShare”.MAKEITMATTER:Resonatetotargetaudience,whytheyshouldcare?

ADDRESSMOST-CONCERNEDSOCIALCHALLENGE:AddresscriticalsocialchallengesinChina：environment,foodsafety

ENGAGE&INTERACT:Engagewithemployeesandcriticalstakeholders(supplier,customers)RIGHTSTRATEGYIDEALOVETOSHARE，SHARETOLOVE[愛分享,分享愛］PIZZAHUTMOBILEOVENREACHINGTHOSELESS-REACHEDPLACESINCHINAWEARECOMINGTOYOU,TOSHOWHOWMUCHWELOVETOSHARESustainableProgramsWarmPizzatowinyourWarmSmileSustainableEducationthatmatterstolocalcommunityCommitment&ConsistencyThemobileovencar(s)drivestothoseruralplaces(matchwithPizzaHutlocatedcities)andmakefresh-bakedpizzatolocalcommunities.Thecarisbrand’sremoteambassadordeliveringbrandspirits“LovetoShare”Bringingsustainableeducationkitsthatlaylong-runbenefitstothelocalcommunity,thechildrenandtheelderly.EmergencyPreparationKitWater&FoodSafetyKit*Tailorthisprogramaccordingtocities’diversifiedscenarioWedon’tstopfromoneevent–wecontinue,andmakeitaconsistentprogramstoshowcommitmenttothelocalcommunities.Thisyear,nextyear,andmore…CaseSharing1:EmergencyPreparationKitStakeholders:SesameStreet+青基會

＋Merk&Co.

Format:NGO&CorporatecollaborationDonateto:HopePrimarySchoolContent:DVD(witheducationvideostarringSesamemuppets),bookswithinteractivecontent,andnotepad.HelpchildrenlearntodealwithemergencycausedfromnaturaldisasterSuggestedNGOforCollaborationTeachForChinaEducationvolunteeringprogramChinaYouthDevelopmentFoundationProjectHopeCaseSharing2:Water&FoodSafetyKitStakeholders:CocaCola,壹基金Format:NGOandlocalgovernmentscollaboration.Donateto:RuralcitiesschoolsContent:Buildwater-cleaningmachineinruralcitiesschools,createwaterbottle,holdrunningeventSuggestedNGOforCollaborationFreeLunchForChildrenHungerdeprivationprogramPRAmplificationMedia/KOLNewsreleaseFeaturestory/interviewAdvertorialPaidKOLviralOfficialAnnouncementAllownedmedia:corporateemployees,website,WeChat,Weibo,YoukuIn-storeGovernmentHeroContentDocumentaryvideoMoodshotsStoriesindifferentcitiesMajoreditorialarticleCrisisManagementAnticipatingpotentialrisksandpreparingwithhandlingprotocolsandpracticaltrainingsengagingallkeystakeholders.Yum!U.S.Yum!CHINAGlobalapproval&alignmentOGILVYCHINAProjectswilloriginatefromChinateamsOgilvyChinatoleadallprogrammaticplanning,reporting,andfinancialproceduresforthisprojectSubmitalldeliverablesfor1stlineofreviewFinaldecisionsPizzaHutCHINALocalapproval&alignmentHowdoweworktogether?Availableexistinggroupcrisishandlingprotocols?CrisisManagementinaNutshell

Asystematic,integratedapproachtocontain,control,andminimizethenegativeimpactofacrisissituation,mainlyassetloss,customerprotection,andreputationdamageTwomaingoalsduringacrisis:IssueresolutionEffectivecommunicationLocalizationofCrisisManagementisParamount

AsPizzaHutbuildsitsbusinessinChina,havinglocalized,tailoredprocessesandprotocolinplacetoprotectthereputationofthecorporationanditsproductsisvital.TherearespecificchallengesandnuancesuniquetoChinathatwemustaddresswhendevelopingacrisismanagementresponsesystem,inadditiontoensuringallcrisisplanningisseamlesslyintegratedandalignedwiththeYum!GroupandPizzaHutheadquarterinU.S.andChina.Every$1spentincrisisplanningisworth$7inlossesaverted.

MarshInsuranceWhatweknowaboutreputationalriskOfcompanieswhichhavefacedcrises:42%stilldon’thaveaformalcrisiscommunicationsplan.54%don’thaveaplanbecausetheylackthesupportofseniormanagers.InternationalAssnofBusinessCommunicators69%ofallcrisesstartsmall,takingdays,weeksormonthsbeforedrawingpublicattention.InstituteforCrisisManagement"90%ofacrisisresponseiscommunications.“BarbaraReynolds,U.S.CenterforDiseaseControl

Whatweknowaboutwherecrisescomefrom*Source:CorporateLeadershipCouncilNaturalCatastropheTerrorism/Crime

Activist/ProtestInjury/FatalityLaborDisputeEmployeeIssueProductDefectConsumerComplaintInternalFraudMismanagementManagementChangeM&A/OwnershipPoorFinancialsInvestigation/LawsuitEnvironmentIssueEXTERNALINTERNALMorethan75%ofallcorporatecrisesaretriggeredfromwithin.

ControlRespondquicklytomaintainsomecontrolofthecrisisdevelopmentCommunicationConsolidatecommunicationchannelstoensuretimelyandaccuratecommunicationCareShowthatthecompanycaresaboutthepublic’sinterestsorproblemsCrisis46Ogilvy3C’sPrincipleSomeofOurCrisisClientsinChinaSomeofOurCrisisPreparednessClients(preparecrisismanualandprovidetraining)ProactivePassiveTwoHandlingOptions:CrisisManualMediaMonitoringMediaMonitoringAnactionableguideforuseincrisissituations,providingthenecessaryframeworkandmechanism:

DefinethepotentialrisksCommunicatewithrelevantpartiesResolvetheissuesHowtogetstarted:DevelopCrisisManual

CrisisManualToaccomplishanultimategoal…Intheeventofacrisis,protectthePizzaHutChinaimageandreputationaswellasthesafetyofthecustomersbyconveyingpositivemessagingSpecifically,thecrisismanualwill…

PutasysteminplaceforimmediateandeffectivecrisisrespondingtominimizedisruptionEstablishproceduresandguidanceforcontrolofinformationflow,ensuringaccurateandeffectivecommunicationsCrisismanualdevelopmentprocess:14weeks(approximate,dependingonclients’response)

I.IssueAssessmentTiming:4wksPlanninganddesktopresearchEstablishingSmucker’sChinaCMTKeyexecutiveinterviewsExternalinterviewsRiskassessmentworkshopIII.Simulation&TrainingsTiming:4wksTrainingformanualusageandmediahandlingII.ManualDevelopmentTiming:6wksCMmanualwritingandrevisions

OverviewIntroductionObjectivesUsingthemanualCMPrincipleDefinitionofacrisissituationBasicCMprinciplesSmucker’sCMOrganizationCompositionoftheCMteamKeymembersandtheirtasksandresponsibilitiesCrisiscommunicationflowchartCrisisCommunicationResponseActivatingtheCMtea