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Increase in orders


Media Impressions




Active gaming hours


December is always the season for Cheesy Poppers Pizza promos. This year, with the 2022 FIFA World Cup coinciding at the same time, traditional media spaces became a battleground for ads and brands. DENTSU CREATIVE Malaysia and Carat were challenged to make Pizza Hut a significant part of the football chatter and establish its relevance while driving sales.


DENTSU CREATIVE Malaysia and Carat changed the playing field to mobile football games. Backed by data of increased app downloads, we dropped pizza codes on in-game A-boards whenever a player scored on live TV during a World Cup match. 

This was a real-time, gamified ordering service inside mobile footballs games, during the 2022 FIFA World Cup. Fans could conveniently tap on the board to redeem special pizza combos.



A winning play that boosted positive brand sentiment and reached a new audience with more attention and engagement than traditional media spaces could ever hope to achieve. Pizza Hut's Cheese Codes proved that the key to winning over a tough crowd is by delivering a seamless and unique experience.

  • Sales: Increased by 14%
  • Impressions: 8.4 million
  • Active Gaming Hours: Over 100,000 Hours
  • Reach: 1.1 Million
  • Interactions: 1 Million
  • Unique Site Visits: Increased by 18%

Dentsu Creative

Dentsu's global creative network that transforms brands and businesses through the power of Modern Creativity. We are Cannes Lions 2022 Agency of the Year and are made for integration with Dentsu's Media and Merkle networks through Horizontal Creativity.

Led by Dentsu's Global Chief Creative Officer, Fred Levron, 9,000 creatives across the globe are connected to 34,000 media and CX experts to deliver ideas that Create Culture, Change Society and Invent the Future.

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Carat is an award-winning media and content agency that uses its peerless understanding of the passions, motivations and behaviours of real people to bring brands and their customers together. Carat is privileged to work with some of the most eminent companies in the world.

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