The Brand Objective

If the notifications of delicious treats won’t tickle your taste buds, what will? Now imagine discovering a new treat every time you wake your phone or check out notifications! To bridge the distance between customers and their favorite dishes, Zomato decided to engage with millions of its customers through fun and non-intrusive communication (in the form of notifications). To own disproportionate mindshare and to engage customers, Zomato has adopted the lock screen as its medium of choice. Before food lovers could turn to any other app, their lock screens led them to their favorite dishes – be it a wholesome bowl of biryani or a chocolate-loaded brownie – all thanks to a seamless on-screen experience. What worked for Zomato was native storytelling done right. Every creative spoke to the Glance user, teasing their taste buds with quirky one-liners, topical and relevant quips around their favorite food and a funny meme. The purpose was to make it relevant to each and every customer. As quarter 4, financial year 2021 came to a close, Zomato created high and resonating engagement with millions of Zomato customers, through these efforts by using Glance.

The Solution

Zomato partnered with Glance to create personalized content around food, to engage with customers from different regions and in different languages. The brand messaging took shape in the form of quirky memes, regionalized content and seasonal quips. Reaching out to an 18+ pan-India customer base, Zomato wooed new and potential customers with a lock screen takeover feature on Glance. Clutter-free, engaging and minimalist content made sure of catching the fleeting attention of customers, with deep links seamlessly leading them to the Zomato app to claim the offerings.