Saif Sayed, New Delhi
The restaurant search online portal Zomato, wanted to advertise PAN India and was looking at doing something different, that is when ATIN OOH helped them select from the finest airline options to advertise PAN India while making sure that they cover their target group and beyond.
Zomato took the OOH space inside major Airlines by storm, with its bright red coloured Baggage Tags on IndiGo & Vistara seen bouncing happily on the passenger bags targeting more than 2.7 million passengers per month. Zomato also used the same creative to advertise on the Boarding Pass of IndiGo, SpiceJet & Vistara.
A surprise element is always one of the best ways to remember a product/Brand. Zomato also wrapped the Tray Tables of IndiGo from the inside and outside with its bright red coloured logo and the same powerful message. This proved to be eye catching and at the same time passengers could see a quick and instant connect with the media venue. As the passengers opened their tray tables they were pleasantly surprised and excited to see the advertisement right in front of them.
Zomato chose airline media for its high net worth passengers, lack of clutter, multiple visibility touchpoints and long dwell times for increased recall and retention. The core communication objective of the campaign was to get people to download the Zomato Application and use it to order food online with numerous restaurant options to choose from. The 2-month campaign was successful in targeting over 6.0 million passengers nationwide and resulted in a substantial increase in downloads.
Pramod Rao, SVP Growth Zomato quoted "Travellers are an important audience for us, and we felt meal trays were the perfect touch point, given the context of food and the additional interaction time of the medium offers. Working with ATIN OOH was a great experience, and the servicing levels were extraordinary"
Atin Gupta, M.D Atin OOH quoted "I was personally quite excited to work with Zomato. Being a frequent flier myself, I use their App to order food at different cities that I travel to. Looking forward to working with them yet again!".