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Dunzo's creative-witty OOH campaign simply nails it

10, February, 2021

Aarti Pahwa, New Delhi

The inventive, Dunzo OOH campaign, planned and executed by Brandscope, with its witty creatives has taken the brand visibility to a new high.

Introduction

Beating the competition not only requires hard work but also being innovative in marketing. The latest outdoor campaign by Dunzo is certainly an example of that. Dunzo's taken up prominent spots in Pune and is peppering the public with zany puns. The puns seem to borrow heavily from 90s Bollywood - so this hoarding says "Koi Milk Gaya", while another goes "Dilwale Dhaniya le aayenge."

Campaign Details

Through this campaign, Dunzo has strategically chosen five pin codes - locations where it has witnessed both emerging demand and a potential new demographic. The brand's media presence has always been focused on millennials and Gen Z, whereas outdoor campaigns are traditionally geared towards a more general audience. However, marrying data and a witty sense of humour has led the brand to create a series of targeted and memorable billboards that has had users ordering on the app in each of the pin codes the billboards have been placed.

Key Quotes

Speaking on the campaign, Sai Ganesh, Brand Lead, Dunzo said, "At Dunzo, we have always believed in building the right customer answer. With a demand for essentials across the city, we know Dunzo can be a lifeline for people staying home. Through this strategic experiment, we wanted to understand if this is a good channel to reach a wider demographic in one of our fastest-growing cities, Pune. We saw a spike of 15% in the number of orders in those billboard pin codes. We also witnessed a 39% increase in organic traffic on the app. This campaign's metric has invoked some much-needed confidence in us planning our future 360 campaigns in the city."

Anand.V, Associate Vice President, Brandscope added, "Understanding Dunzo's brand tonality and TG was key in helping us design the right positioning of the outdoor placements. Using our proprietary tool 'OOHZONE', we identified PIN-code clusters to target locations that resonated with the target audience and delivered maximum visibility and impact." 

Introduction to Brandscope Planning and Buying Tool

Brandscope used its OOHZONE tool and in-house planners' expertise and to give the campaign high noticeability & create maximum impactful exposure. The media deployments were done in a way as to cover the most important touchpoints that were imperative as per the TG.

Past Experience of Brandscope

Tags :  OOH Brandscope Dunzo Anand V Sai Ganesh

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