Maestro Pizza, one of Saudi Arabia’s biggest pizza chains was entering a new market that was already saturated with communication from global pizza giants. With nowhere near as much of a budget as global pizza brands, and a city cluttered with countless pizzeria options, getting noticed as a new brand was next to impossible. So instead of creating our own ad campaign, we just hijacked everyone else’s.
We ran a city-wide promo telling everyone in Dubai that any pizza ad or offer they spotted, no matter which brand they belonged to, could be used as vouchers to get even better offers at the new Maestro Pizza. Effectively turning every pizza ad in Dubai into a Maestro Pizza ad.