Swiggy

Swiggy

India

Swiggy cashed in on the IPL craze with a sixer of a campaign on the Glance lock screen

The online food ordering platform drove awareness & App installs, reaching millions on screen zero

Highlights

4.65Munique users

12.25Mimpressions

1.39%CTR

“
"IPL is an exciting season for brands and the question is always the same – how to stand out in the plethora of IPL ads flooding our screens? This time, Glance provided us with a clear answer. Reaching millions on mobile’s front page we were able to put Swiggy right in the middle of all the action. The visuals communicated our message seamlessly &amp; put us way ahead of competitors struggling to gain the consumer’s attention. This campaign is yet another indicator of the true power of screen zero &amp; how it can maximize impact for a brand aiming to push the boundaries of conventional advertising."

The Brand Objective

Advertising and the IPL season are like hand in glove. The most awaited cricket tournament promises a lot of excitement and undivided attention of viewers, making it the opportune moment for brands to launch innovative marketing campaigns. This is especially relevant for Swiggy, one of the largest online food delivery players in the country.

Good food, cricket & lucrative coupon codes: If this sounds like a winning troika, it's because it is. Keeping this and the IPL buzz in mind, Swiggy got on Glance to unlock business results & promote brand love on the lock screen. While Glance’s 150Mn daily active users provided wide spread reach, the ‘one-click install’ feature on the platform enabled App installs with one tap on the creatives.

Swiggy wanted to create a clutter-breaking campaign leveraging the power of screen zero & India’s obsession with cricket

The Solution

Moving away from tried and tested formulas of traditional advertising, Swiggy shook things up, from screen zero. The Swiggy Matchday Mania was all about vivid, full-screen visuals, delivered seamlessly on millions of lock screens. As the fours and sixers rained in on the field, Swiggy multiplied the buzz around itself, through native storytelling on Glance.

Reaching all corners of India, Swiggy not only witnessed a spike in its orders but also that in App installs. The ‘one-click install’ (OCI) feature made this journey completely frictionless avoiding typical play store drop-offs. The messaging was aimed at intriguing and engaging the cricket-crazy nation with coupon codes for every kind of food lover. The lock screen worked its magic as Swiggy inaugurated the Matchday Mania in all its uniqueness.

results

Swiggy targeted 18-45 year old's pan India curating unmissable offers for all the foodies. From coupons for top food joints to discounts on large orders, there were too many goodies to be unlocked on the lock screen. The results spoke for themselves with 12.25 Mn impressions recorded amongst 4.65 Mn unique users. The CTR stayed well above the platform benchmarks at 1.39% as India stayed hooked to the IPL, and to Swiggy.

6194 orders poured in. What’s more? Glance’s seamless OCI feature saw App installs shoot through the roof, registering over 3K downloads. Breaking through the clutter of IPL campaigns, Swiggy positioned itself firmly on millions of lock screens.