Case Study: Bigg Boss x Glance - A Partnership Where Entertainment Meets Innovation
About Glance Smart Lock Screen
Glance Smart Lock Screen is an in-built feature that redefines how we interact with our smartphones, transcending a mere tech feature Envisioned by designers and engineers, this solution blends personalisation, convenience and aesthetics. By transforming the humble lock screen into a dynamic, intelligent canvas, Glance Smart Lock Screen empowers users to unlock a world of possibilities, streamline their daily routines, and find joy in the smallest moments.
The Brand Objective/Challenge
Glance Smart Lock Screen has already gained significant traction, with over 235 million monthly active users since 2019. However, with over 700 million smartphone users in India, increasing brand awareness and educating the masses about Glance's unique value proposition remained a formidable challenge.
The Solution: Partnering with Bigg Boss
Recognising the unmissable opportunity where entertainment meets innovative technology, Glance collaborated with Viacom18 to become the Smart Lock Screen Partner for Bigg Boss (Hindi)—Season 17, one of India's most popular reality shows. This strategic partnership aimed to leverage the show's massive viewership and dedicated fan base to raise awareness about Glance and demonstrate its capabilities as the "Smartest Way" to follow Bigg Boss.
The Execution: An Innovative In-Show Integration
1. Glance Smart Lock Screen Enters The DIMAAG Room
For the first time in the history of Entertainment, a smartphone made its way inside the Bigg Boss house, and the entertainment reality show's first true in-show brand integration came to life. Glance was permanently installed in the "Dimaag" room, where it provided contestants with "Smart Tips" to survive and thrive. Before each "Smart Tip," a 10-second audiovisual played, ensuring that viewers on Colors TV and Jio Cinema understood Glance's value proposition.
Moreover, during every weekend episode, host Salman Khan himself would call out the Glance Smart Lock Screen, showcasing the entertainment meets technology campaign with Big Boss x Glance, and the brand's logo would take over the giant screen through which he virtually entered the Big Boss house. Salman also educated viewers about Glance multiple times throughout the show, and Glance's ad featuring him ran on Colors TV for six weeks.
2. Engaging Brand Tasks and Contests
In addition to the daily integrations, this entertaining and innovative campaign featured two dedicated brand tasks where contestants entertained and educated users on how to use Glance. Furthermore, Bigg Boss fans got an exclusive opportunity through the 'Glance: Yeh Smart Hai Boss Contest,' where they could win a once-in-a-lifetime chance to meet Salman Khan by participating regularly on their Glance Lock Screen.
The Impact: Unprecedented Engagement and Awareness
Over the course of three months, as Bigg Boss reached a staggering 168 million viewers on Colors, Bigg Boss x Glance content reached 196 million users, with 69 million actively engaging. Brand awareness for Glance spiked by 40%, and the perception of Glance shifting from a "Wallpaper" to a "Smart Lock Screen" increased eightfold.
Search volumes for "Glance Lock Screen" soared by 230%, and web traffic on Glance.com rose by 51%. Glance also witnessed a significant increase in organic social engagement, with a fourfold increase on Instagram and a threefold rise on YouTube.
The partnership between Bigg Boss and Glance, entertainment and innovation, garnered extensive media coverage, with over 430 earned media stories in top publications, reaching millions of readers.
Conclusion
By leveraging the massive popularity of Bigg Boss and executing an innovative in-show integration, Glance successfully raised brand awareness and organic engagement among its target audience. The campaign not only educated viewers about Glance's capabilities but also positioned itself as the "Smartest Way" to follow Bigg Boss. As the show concluded, fans might have disagreed on the smartest contestant, but one thing was certain: Glance's partnership with Bigg Boss made them say, "Yeh Smart Hai, Boss!"—a testament to the brand’s ability to resonate with audiences on a personal level, beyond just technological innovation.
Moreover, this campaign also shows how Glance has redefined the way we consume entertainment by bringing it right to our lock screens, allowing us to follow our passions and interests even during the busiest of days, adding convenience and happiness to our lives in its own unique way.
