Dineout goes big on OOH to promote dining festival
By Bhawana Anand - February 19, 2018
The OOH driven marketing campaign was designed to make dinning out a special experience by allowing masses to try new restaurants and cuisines at a lucrative deal
Dineout, a table reservation online platform, celebrated dining with a 50% discount on table booking on the occasion of the brand’s 2nd edition of Great Indian Festival Restaurant. To accelerate the table booking by informing masses about this lucrative deal, the brand created an effective 360 degree campaign led by OOH medium -- highlighting the deal to the masses. Designed and executed by Times OOH, a 10-day duration campaign was unveiled using a rich media mix in 10 cities -- Delhi, Noida, Gurgaon, Bengaluru, Chennai, Hyderabad, Kolkata, Mumbai, Pune, and Ahmadabad.
Ankit Mehrotra, CEO, Dineout told Media4Growth that “every year big sale events happen whether it is online or offline but there hasn’t been any initiative that celebrates restaurants or dining out. We have accepted dining out as a part of people’s routine and considering Dineout is a table booking platform, we ideated to come up with a discount offers or sale for dining also”.
On the campaign being OOH driven, Ankit shared, “We tend to forget the medium that we are exposed to maximum amount of time in a day, i.e., outdoor, while moving in traffic on roads. OOH plays a key role in the communication. In this strategy, OOH served two purposes; first it reinforced our entire campaign because we chose strategic locations and, second, it provided great visibility”.
Every possible format available on OOH has been made part of the mix media starting from traditional format to cab branding to airport media. Along with static branding, the campaign was amplified through an innovation. On gantries, 50% and logo was highlighted with LED lights and blinkers to catch the attention of the passengers on roads.