Beating the competition not only requires hard work but also being innovative in marketing. The latest outdoor campaign by Zomato which is heavily inspired by pop culture is certainly an example of that. The campaign has successfully attracted many and started quite a conversation on social media. Tweets with photos of the hoardings rolled in on Twitter as people spotted them and received positive reviews for the quirky use of the words and a very intelligent use of the medium.
The adverts specifically focused on their delivery services, deals on restaurants, and wide range of cuisines and restaurant listings. Each one liner had a branding behind it and highlighted their superiority among others. For eg: the ‘Mera Pizza Ghar Aaya, o Ram ji’ was followed with the line ‘best of food, delivery super quick’; ‘Acche din are finally here’ was followed by ‘Get unbelievable deals from your favorite restaurants’, and ‘Oonchi hai building? Lift teri band hai?, was followed by ‘we’ll still deliver in time’.
Pramod Rao, Head of Content and Marketing, Zomato says, “The thought process behind the campaign was to leverage outdoor media to catch attention, deliver the key message around online ordering, and create a recall. We’ve just gone live with several of these creatives and we are excited to see how well they have been received. This ad campaign is largely focused on building further awareness about our online food delivery business. While it’s still early days the response to the campaign has been largely positive.”
