The One Show
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Category
Innovation & Transformation / Innovation in Interactive, Online, & Mobile
Annual ID
OS22_IN080M
About the Work
HOW WE GOT PEOPLE TO DISCONNECT FROM THE INTERNET FOR FREE PIZZA
The world loves pizza and Pizza Hut, possibly the world's greatest pizza, wanted to show some love right back. So during Earth Hour, we wanted to participate in a way beyond just switching off the lights because it's kind of hard to eat pizza in the dark.
In the US alone, the networks and data centers that power your social media, messaging services and streaming video consume 8 billion kWh more than household lighting. So instead of turning off the lights, we encouraged people to go offline. We created a website that only works without WiFi or data and little bit of internet sorcery. It asked people to disconnect from the internet for an entire hour to get free pizza and in turn, save up to 12% more energy than switching off the lights.
HOW IT WORKS
People visited www.offlinehour.me and were asked to switch off their WiFi or turn on Airplane Mode. Special code was built into the site to detect whether users had an active internet connection or not. Content was preloaded into the browser's cache before people were prompted to switch off their WiFi and/or data. Once people went dark, a countdown timer appeared on the page. Reconnecting your WiFi or data would cause the timer to stop and prompt users to go back offline. And if they managed to get through an entire hour offline, a pizza was coming their way.
RESULTS
- 10,000+ participants during Earth Hour
- 3,200+ combined total hours spent offline
- 7.4+ million people reached
2022 Awards
Total Points: 3
Merit
Credits
Agency
M&C Saatchi / Dubai
Client / Brand
Pizza Hut / Dubai
Art Director
Ben Lees
James Swift
Copywriter
Jason Velasquez Burayag
Animator
Rami Al Ekhlasi
Chief Creative Officer
Ryan Reed
Creative Director
Ben Lees
Jason Velasquez Burayag
Executive Creative Director
Dario Albuquerque
Producer
Leighla McGregor
Programmer
Mohammad Dohadwala
Social Media Manager
Ahmed Taha
Merrihan El-Shazly
Strategist
Asmaa Ahmed
Brand Manager
Hanna El-Amrawi
Chief Executive Officer
Scott Feasey
Marketing Manager
Nicodemus Rozario
Senior Account Director
Caroline Wylie
Account Manager
Nadine Inja
Chief Brand Officer
Beverley D'Cruz
Digital Art Director
Anoop Ashok
Digital Marketing Manager
Khaled Al-Masri
Group Managing Director
Natalie Cooke
Head of E-commerce, CRM & Loyalty
Srikanth Tirupathi
Head of Marketing, Calendar & Communication
Gaurav Sinha
Head of PR
Amy Brill
Head of Social Media
Mitch Williams
PR Account Executive
Hanine El Massri
Studio Manager
Ramesh Vasudevan
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