Zomato Campaign - Hot n Delivered in time! But erred on one.
The recent outdoor campaign by #Zomato, a food search and ordering app #brand; gotten itself mired in a #controversy trying to be too cool.
In my opinion, the #campaign did deliver in terms of first objective of being noticed with its clever one-liners inspired by pop culture.
Oonchi hai building lift teri band hai..
Rajni cant do it, we can..
Crime master b.o.g.o...
Acche din..
Mc. Bc...
Err..the last one didnt go well with a lot of people. Rightly so. If pop-culture is abusing (say in delhi), u cant use it to attract eye balls. That too from a brand seemingly anchored in a sage + explorer space archetypes.
However, i think after a long time, a fantastic and optimal usage of #OOH media with clear agenda of Noticeability, Simple Messaging (just words, no image) ,clear 'brand colour+logo' presence and optimal usage of space on varying sizes without impact on readability.
That too from a category, which has just been putting food pics every now and then across media types. #Brilliant!
Just with that error of one creative...going awry. The lesson is to mind the gap between 'excellently relevant and creative ' and 'creativity going over the top'.
Pic credit - #livemint
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