By: Bhawana Anand
Last updated : December 05, 2017 6:53 pm
The inventive, multi-city Zomato OOH campaign, planned and executed by MOMS, with its evocative creatives has set the social media abuzz, taking the brand visibility to a new high
Designed by the in-house creative team of Zomato in association with MOMS Outdoor Media Solutions agency, the new outdoor campaign isn’t limited to OOH only but also doing the rounds of social media networks.
Where the rest of the market is scouting for new features and technologies on the outdoor medium, the brand actually planned to leverage the traditional aspect of outdoor medium but with a pinch of minimalistic, fun & to-the-point messaging. “The thought process behind this campaign in particular 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,” shares Rao.
Interestingly, Akshar Pathak, Art Director, Zomato app who has conceptualised and designed this campaign, crafted the copy to connect with masses through various trending things amalgamated with food via whimsical wordplay; starting from Bollywood wherein songs have been connected with the food and derived lines like Mera Pizza Ghar aaya o Ram ji, to Political satires with lines like Aache Din to depicting the language of Delhities with MC BC creative. “The creatives are around things people connect with easily either with their day-to-day lives or recognise from pop culture, while being slightly different from the usual outdoor advertising you see in the country,” says Rao.
“The first day of the campaign itself created a buzz in the market. We feel that Zomato is a completely consumer-centric brand that drives the goal of delivering the best possible consumer experience no matter what, across the country. We strongly feel that we are quite successful in delivering the brand message to the end consumers, effectively and efficiently. We look forward to a long and fulfilling partnership with Zomato,” he adds