Products with two functions are not an original idea. And they are not always a good idea. Remember the Friend’s Chapter when Joey insisted in give presents to everyone with double function, a clock pen, for example, to see what time is it when you are writing. Clearly, the scriptwriter’s intention was to laugh about this kind of products. That’s why companies should be very carefully in making this kind of things.
Pizza Hut launches in Honk Kong an attractive and daring product. A pizza packaging that can be transformed into a film projector. This original idea combined two spare times: eating pizza and seeing a movie. It is a simple equation, if people want to eat while their watching a film, one of the most chosen dinner option is a pizza. Pizza Hut would wonder: Why don’t we make a package related to movie?
All the “ingredients” and features the clients needed were inside the pizza box, the only thing they had to add was a smartphone. Then, after a few simple steps explain in a video in youtube, they were watching short films and enjoying a pizza with friends wherever it was their home.
Testing the product
The campaign started in Hong Kong last April. It was a pizza container with a special lens located inside the pizza packaging (called Blockbuster Box). Clients place a lens on the side of the box and they are able to project a short film through their mobile phone via a special app. The function of the lens is to magnify the smartphone’s display and project it onto the wall.
New idea brings new challenges
Maybe the idea seems simple but to carry on the project and make it possible take a hard work and innovation. The manufacturers of the packaging needed to make the box as simple as possible to avoid adding to the production any cost. Where to place the lens without ruining it? The pizza saver attached the lens and operated as a phone stand.
The packaging design always matters
To show up the new box inspiration, Pizza Hut spent some money and time in designing a new box and inserted on it film’s drawings. They worked with illustrators to create designs that reflected various movie genres: horror, action, romance and sci – fi. The pizza gets delivered in one of four different movie-themed from “Anchovy Armageddon” to “Hot & Ready”.
Not only films
While the box is designed to work with an app, clients can also use it to project other videos from their phones. They just have to lock their phones into the right position and start to enjoy their pizza and their favorite movie or video.