Pizza Hut Malaysia is taking the ASMR route to introduce its new light handcrafted pizza. Playing on the unique selling points of its "airy" and "light" crust, Pizza Hut created a spot inspired by an inflight safety video featuring influencer Jenn Chia, also known as So, I'm Jenn. Chia assumes the role of a flight attendant welcoming passengers on board flight PH2525. She requests for passengers to pay attention to the ASMR video, also known as "A Sedap Marvellous Really" epic video, as they are taken through the delicious features of the new light handcrafted pizza.
"As a reminder, this is a smoking hot flight, so sit back, relax and immerse yourself in the upgraded, first-crust experience," Chia said. Throughout the video, familiar terms from a typical safety video are used. The new pizza is touted to have soft airy pockets in its crust. To activate the pockets, Chia advises consumers to apply pressure to the crust and release it.
While mobile devices are usually required to be turned off during a flight, Pizza Hut wants consumers to leave them on and switch to camera mode instead to capture the mouth-watering cheese pull. In the event of a hunger emergency, consumers are advised to brace themselves by placing their hands on their stomachs. Finally, when the makan sign lights up, it is time to savour the aroma and enjoy the new crust.
This ASMR video and concept was done by Fishermen Integrated as well as the social media assets. The social media posts, for example, highlight the pizza's handcrafted light and airy base with images of an airplane wing and a window in the background. One of the posts also said taking a bite of the pizza will make consumers feel like they are on cloud nine.
Meanwhile, Ensemble was responsible for the overall brand strategy, especially the multi-sensorial concept and overall product video.
Dentsu Malaysia was responsible for the media buying. The campaign currently runs on digital but will be expanded into other channels including TV. A+M has reached out to Pizza Hut, Fishermen Integrated and Ensemble for comment.
ASMR marketing has picked up pace over the years, with several brands such as McDonald's, Ritz Crackers biscuit and Malaysia Airlines putting it to good use. While brands might be eager to jump on this trend, industry players A+M spoke to previously said it is important to ensure there is a distinctive sound that will trigger interest. Also, marketers should let the sound do the talking instead of worrying about whether consumers will get it if they do not explain the product.
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