Zomato connected with millions of food lovers on screen zero with clutter-free advertising

When it comes to food, vivid imagery of delicious treats are bound to get eyeballs and attention. Even social media addicts take a moment to pause their scroll fest when the image of a gooey chocolate brownie comes on their feed. Imagine taking such tempting visuals of delectable cuisines and placing them right on the front page of mobile – the lock screen. That’s exactly what Zomato did. One of India’s leading Food Tech players, Zomato reached out to millions of food lovers on Glance.

Native storytelling on screen zero made Zomato synonymous with finger-licking food well beyond the key metros. There were impactful creatives that tickled the taste buds and lucrative discounts that led to one too many orders. All in all, India and Bharat’s lock screens lit up with Zomato’s unmissable offerings driving massive engagement throughout Q3.

In order to do true justice to the endless variety of lip-smacking dishes available on Zomato, the brand took over screen zero with clutter-breaking visuals, hard-to-miss discounts and quirky communication. The messaging, catering to Zomato’s critical audience cohorts across metros and Tier 2-3 cities, used strategies like device-based targeting, cluster-wise city targeting, app category targeting, to mention a few. The lock screen brought about Zomato’s story in unique ways – sometimes through tempting imagery of the most popular Indian dishes or through fun prompts like ‘no cooking July.’  

Most importantly, Zomato leveraged one of Glance’s most impactful properties – the roadblocks. Not only are these visuals hard to ignore, they also come with a guaranteed reach of 40M+ in just a single day. Leveraging mobile’s most coveted real estate, Zomato not only stayed top of mind of foodies but got the whole nation united with the love for food. 

Throughout the third quarter of 2021, Zomato was able to maximize impact through native advertising, precisely targeted to its most influential audience. For starters, cumulative impressions for all campaigns was recorded at a whopping 1.8Bn. More than 60Mn unique users stayed hooked to their lock screens while Zomato struck a conversation and a chord with them. Reaching 18+ men and women across India and Bharat, the creatives were clicked on more than 14Mn times. The CTR – staying within the range of 0.71% - 1.38% – was three times of the benchmark recorded in the Food Tech category.  

Thanks to communication that was simple, clutter-free and focused on eye-grabbing offers, aided brand awareness for Zomato saw an uplift of 10%. With certain messaging centered around the brand providing a respite from cooking, purchase intent shot up by 8%. Massive reach, continuous engagement & precise targeting strategies led to Zomato cooking up a storm on screen zero.