Solving Non-Problems

Bad campaigns seem to stem from two kinds of strategy: a.) when a problem isn’t solved at all, and b.) when a problem is solved despite it not even being a problem. The ‘Blockbuster Box’ from Pizza Hut is an almost textbook example of the latter.

It is obviously one huge PR stunt, and though it will gain attention through sheer ridiculousness alone, the Blockbuster Box is just one example of the strange gimmicky trend to blend technology and advertising to “solve” problems that are entirely made up, a trend prevalent enough to be parodied.

Thankfully, the video already explains everything that’s wrong with the idea: from the use of QR codes to the Ikea-style assembly to the thought of having to sit your phone in a grease-lined cardboard box while your friends stifle laughter. And five steps? No one who orders pizza has any time for anything more than one step, the final one.

It’s a creative use of technology that, ultimately, does nothing more than make the client happy and garner attention. Only in this instance, the attention could easily backfire, as consumers may perceive Pizza Hut as being more expensive, complicated, and inefficient than competing brands.

There’s a reason why Domino’s always comes out on top.

From a behavioural standpoint, there is no incentive. Granted, the buyer category is massive – everyone likes pizza – but those who order pizza to their door are primarily focused on convenience, efficiency, and value. They want to expend less effort to get pizza, not more, and certainly not after they have received it.

I hate to think how much this campaign cost. Think of all the possibilities for billboards, print ads, and late night radio ads that may have happened had such a ludicrous amount of money not been spent on the change in manufacturing.

Pizza is one of those rare categories where buyers are both highly motivated and extremely able. You pick up the phone, you dial the number, and you receive one of the greatest culinary masterpieces of our time.  

And Pizza Hut, being one of the largest market-share holders in the category, only need to signal to consumers that they one of the following: present, affordable, convenient, or consistently delicious.

Solving non-existent problems has some very apparent ramifications: it detracts from any real problems the brand may have, it de-incentivises consumers, and it muddles any established positioning or distinctive assets that may already be salient among buyers.

Problems should be solved when they come to light. If none come to light, there are two options. Look harder, or keep doing what you’re doing (because it’s probably working).

Time for some Domino’s.

a.ce