The Brief (The Problem)
Pizza Boli’s, a massive regional pizza franchise with over 70 locations, was bleeding margin to third-party delivery apps like Grubhub and DoorDash. They needed a high-impact campaign to train their customers to order directly through the Pizza Boli's app to save money and earn rewards.
Pizza Boli’s, a massive regional pizza franchise with over 70 locations, was bleeding margin to third-party delivery apps like Grubhub and DoorDash. They needed a high-impact campaign to train their customers to order directly through the Pizza Boli's app to save money and earn rewards.
Their agency of record, ESB Advertising, brought the project to BOLDRUSH. Let me be blunt: the agency was there to place the media buy. They brought absolutely zero creative ideas to the table. If this was going to work, BOLDRUSH had to own the entire creative ecosystem from scratch.
The Strategy
Nobody wants to watch a boring corporate explainer video about an app’s reward points. We decided to build a high-energy, infectious hip-hop anthem. Sonja Ciotti stepped up and wrote the original lyrics ("Openin' up to the Hub and Dash / Gotta get some food so I throw the cash..."). We didn’t want it to look like a local pizza commercial; we wanted it to look like an MTV music video.
Nobody wants to watch a boring corporate explainer video about an app’s reward points. We decided to build a high-energy, infectious hip-hop anthem. Sonja Ciotti stepped up and wrote the original lyrics ("Openin' up to the Hub and Dash / Gotta get some food so I throw the cash..."). We didn’t want it to look like a local pizza commercial; we wanted it to look like an MTV music video.
The Execution (The Reality)
I brought in a powerhouse crew to elevate the production value far beyond what a typical regional spot looks like.
I brought in a powerhouse crew to elevate the production value far beyond what a typical regional spot looks like.
We locked down "The Fruit" in Durham, NC for the location.
Brought in Stephaun Perry as the Director of Photography to give it that premium, high-contrast cinematic look.
Brought in David Pratt to completely overhaul the lighting.
Brought in Chalae Lindsey for choreography to make the talent pop on screen.
We delivered a flawless asset.
The Scale & ROI (The Results)
Here's an Assessment based on the info provided: the agency had already locked in the media buy. They requested specs for Hulu, YouTube, and traditional broadcast.
Here's an Assessment based on the info provided: the agency had already locked in the media buy. They requested specs for Hulu, YouTube, and traditional broadcast.
When you run a multi-channel Linear TV, OTT (Hulu), and Programmatic Digital campaign for a 70+ location franchise across a primary geographic market, you are looking at an estimated high six-figure to low seven-figure media buy ($750K - $1.5M+).
The ad was frequently viewed on the air, and it absolutely worked. The hook was so catchy that viewers actually hunted down the agency's unlisted YouTube upload just to drop comments about how much they loved the commercial. The Pizza Boli's corporate team raved about it. The TV spot aired across multiple channels, including OTT and programmatic digital placements, supported by a robust digital marketing campaign.
The Bottom Line: BOLDRUSH built the creative. We took a blank slate, wrote an original hip-hop anthem, managed a high-end crew, and delivered a campaign that was strong enough to carry a massive regional TV and Hulu media buy.
PUBLIC RESPONSE:
"My 3 month old son loves when this commercial comes on during Caps games. This song is SICK!"
-@mikepribble2014
-@mikepribble2014