Gen Z is the generation living in a world full of inspiring content that pushes them to lead their life. There are many self-help books and courses to learn, many quotes to keep in mind, yet, it is always fragmented and theoretical. Amazed by this finding, we realize the two big missions that My Box can accomplish. Firstly, we could disclose the sarcastic fact that, although following these advices, YOU STILL CAN'T LEAD YOUR LIFE: You lead a company, but still follow the taste of the employees? You become smart money, but spend hundreds for one slice of pizza? You control their emotions, but feel ashamed of eating the last slice? Secondly, fulfilling the life of controlling everything: My Box: to be boss of the taste, mix your ways. My Box: To be smart money, spend reasonably. My Box: To control emotions, enjoy yourself on your own. That was a weapon My Box could tap into their curiosity and get triggered.

In order to promote My Box, we highlighted the core value of the product: “Leading your own bite” and aimed to integrate it into Gen Z’s daily life habits. Since Gen Z is the generation of realness and are excessively exposed to “Leading your life” messages around them, the intention was to challenge all those so-called self-help messages that don't actually help, all at once.    

Introducing the self-help aka stomach-help book “Don’t lead your life till you lead your bite”. 1st time ever, a market leader pizza brand launched a pizza as a self-help book and offered a unique experience centered on the most sarcastic self-help lesson to GenZ on every touchpoint: “Don’t lead your life till you lead your bite”.

We turned every piece of My Box into the book universe. First, we redesigned the My Box packaging into a self-help style book cover. “Eat pizza, lead your life.” it said. And to make the experience more unexpected, we had Le Duong Bao Lam, the comedian who grew his career from a livestream salesman, to host the book launch. Social media buzzed as he delivered a speech as a self-help speaker, discussing "My Box" with the Pizza Hut CEO. The book apparently held valuable life lessons without any written words. Then, we transformed the My Box combos menu featured on digital & physical channels with Preface and Chapters, with Table content and Book reference. We hijacked a series of customized “Don’t lead your life till you lead your life" lessons on OOH channel in universities. The book was also sent to influencers who would love or hate self-help books, but we’re sure that no one said no to the book that actually helped lead their... bite.

The numbers were worth the bold effort: the Brand awareness index reached 50% with an increase of 4% vs. past period; A 17% increase of conversion rate from consideration to purchase in the Gen Z sub-segment that reflected the effectiveness in recruiting new Gen Z users for the brand;

The social community got hype about the brand by Share of Voice's first rank at 52% during the campaign; and Social Buzz reached high at 25,000; and the Social Interaction reached more than 400,000 (761% vs. norm) with 150% earned media receied. Pizza Hut strengthened its leadership, making the industry more exciting and relevant to experience-seeking youngsters.