The Challenge

The National Student Advertising Competition is an annual challenge put on by the American Advertising Federation that gives college students the chance to develop a multi-faceted advertising campaign for a real client. The 2014-2015 NSAC client was Pizza Hut, and the challenge was threefold: to position Pizza Hut as the top choice for customers who order pizza digitally, to provide the greatest digital ordering experience in the category, and to drive consumers to make 75% of their orders online by the end of 2015.

The Campaign

Our campaign expanded upon the existing "Flavor of Now" campaign that Pizza Hut had been running. We called it, "The Flavor of Now, Right Now". We chose to emphasize the competitive asset that Pizza Hut already had (its wide variety of toppings and pizzas) while introducing a more efficient and convenient delivery experience. This experience would be enhanced by new digital platforms and promoted through a variety of creative tactics, including a charitable "Random Acts of Pizza" giveaway to enhance app downloads, a "Flying Saucer" pizza delivery tracker to encourage in-app purchases, an "App for an App" promotion that offers a discount for ordering through the app, and partnerships with Uber and Hulu to increase relevance with consumers and offer convenient ordering options. We presented the campaign to a panel of judges in Raleigh, North Carolina. 

What I Did

I designed most of the app mock-ups and traditional ads for the campaign and created the presentation graphics and presentation materials that were used for the pitch. I also developed tactics and wrote copy for the traditional ad mock-ups used. My experience working on this team helped spark a passion for advertising.