The Brand Objective

When it comes to food, vivid imagery of delicious treats are bound to get eyeballs and attention. Even social media addicts take a moment to pause their scroll fest when the image of a gooey chocolate brownie comes on their feed. Imagine taking such tempting visuals of delectable cuisines and placing them right on the front page of mobile – the lock screen. That’s exactly what Zomato did. One of India’s leading Food Tech players, Zomato reached out to millions of food lovers on Glance. Native storytelling on screen zero made Zomato synonymous with finger-licking food well beyond the key metros. There were impactful creatives that tickled the taste buds and lucrative discounts that led to one too many orders. All in all, lock screens of Indians lit up with Zomato’s unmissable offerings, driving massive engagement throughout the third quarter of 2021.

The Solution

In order to do true justice to the endless variety of lip-smacking dishes available on Zomato, the brand took over screen zero with clutter-breaking visuals, hard-to-miss discounts and quirky communication. The messaging, catering to Zomato’s critical audience cohorts across metros and Tier 2-3 cities, used strategies like device-based targeting, cluster-wise city targeting, app category targeting, to mention a few. The lock screen brought about Zomato’s story in unique ways – sometimes through tempting imagery of the most popular Indian dishes or through fun prompts like "no cooking July." Most importantly, Zomato leveraged one of Glance’s most impactful properties – the roadblocks. Not only are these visuals hard to ignore, they also come with a guaranteed reach of 40 Mn+ in just a single day. Leveraging mobile’s most coveted real estate, Zomato not only stayed top of mind of foodies but got the whole nation united with the love for food.