PIZZA HUT goes Vanity down under!
According to The Australian, (an AU newspaper) Pizza Hut in Australia is switching from one of the most recognized numeric AU numbers 9481 1111 to 1300 PIZZA HUT. (1300 is the Australian version of 1-800) This follows the recent move from Dominos to use 1300 DOMINOS. They’ve spent millions of dollars in advertising the numeric number which is famous as the ‘William Tell’ number, and they are expected to invest two million dollars in the change including reprinting boxes, changing delivery cars and advertising.
The lesson here is that no matter how much has been invested in advertising a numeric number, the right vanity number is always more memorable. For example many people may remember or at least recognize the Geico number, 1-800 947-AUTO. That’s not surprising based on how many millions of dollars they’ve spent on little gecko ads over the past years. But how much more memorable would the number they’re trying to get you to call for 15 minutes be if they had 1-800 GO-GEICO for example. That’s not their number, it’s just an example.
Numeric numbers can become somewhat memorable with enough advertising. But without a connection to the company or service they are for it’s like trying to run on ice or running your AC with the windows open. How much more memorable would the advertising be with the vanity number or how much less advertising would they have to have done to reach the same level of recognition?
You can do enough air conditioning to get a room cold even if the window is open. But eventually it just makes sense to stop and close the window, even if that means you have to shut down the current advertising campaign and start a new one to go along with the more memorable number (which equals closing the window).
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