M&C SAATCHI UAE

Client: PIZZA HUT META
Product: Pizza Hut
Title: Offline Hour
Media: Online
Country: UAE, Oman
Date Of Campaign: March 27th 2021

Background: As possibly the world's greatest pizza, we wanted to show the world some love. Normally, we'd do that by participating in Earth Hour and asking people to switch off the lights. But it's kind of hard to eat pizza in the dark. So we found a different and more impactful way to participate. 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 convinced people to go offline.

Idea: 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. Once people went dark, a countdown timer appeared on the page. Reconnecting your wifi or data would cause the timer to stop. And if they managed to get through an entire hour offline, a pizza was coming their way.

Results: Because we knew people would do anything for the love of pizza, thousands across the Middle East logged on during Earth Hour to complete an hour offline.• 10k+ participants on offlinehour.me during Earth Hour• 3.2k+ combined total hours spent offline• 7.4m+ people reached