Swiggy Dineout maneuvered its audience through their Great India Restaurant Festival campaign into thinking that the brand is launching DineoutGPT, here's how it panned out.
This case study explores how Swiggy Dineout tricked the audience into thinking that the brand is launching a GPT for GIRF campaign and how the campaign reached 45 million+ users by leveraging influencer marketing, and more.
Category Introduction
The integration of Dineout on the Swiggy app with exclusive discounts and savings on dining out was a game-changer in the dining out industry. Swiggy Dineout extends up to 40% uncapped discounts at 18,000+ restaurants across 24 cities and currently features fine dining, lounge bars, pubs, cafes, quick service restaurants, and more.
Brand Introduction
The Indian online food delivery platform, Swiggy, acquired Dineout India and launched its all-new dining-out program called Swiggy Dineout. The brand features fine dining, lounge bars, pubs, cafes, and quick-service restaurants with exciting deals and discounts across 500+ Indian cities.
Summary
Swiggy Dineout launched the Great Indian Restaurant Festival (GIRF) campaign to announce that GIRF is back with its 7th edition on the Swiggy app for the first time since it acquired Dineout India.
Objective
The objective of the campaign was to inform the audience that GIRF is back and that Dineout is now on the Swiggy app whilst also boosting the purchase of GIRF deals.
Brief
The brand wanted to highlight the great benefits of GIRF by using the many interactive formats available on social media to increase their online presence, and drive engagement with their target audience. The weekly content themes included food-related topics, interactive contests, user-generated content, influencer collaborations, and promotional offers.
Creative idea
White Rivers Media came up with a 60-day-long GIRF campaign idea that aligned with Swiggy Dineout’s brand positioning.
Who doesn't love discounts? Indians wait for discounts and go bananas over them. GIRF extended a flat 50% off, which the brand decided to use to its advantage.
HALF > FULL: Inspired by the idiom, half is better than none; the brand decided to position GIRF in a clever way and play along these lines.
One of the most talked about topics today are ChatGPT and AI (Artificial Intelligence). So, the brand decided to leverage this and tap into something other brands have not done yet.
Challenges
With high demand, competition and a brand new platform, the brand wanted to convey:
- Swiggy recently acquired Dineout India and unveiled the same just a short period ago. So, the audience needed to be informed about Dineout now being on Swiggy.
- With competition brands joining the GIRF bandwagon, Swiggy Dineout had to create a big buzz about GIRF, ensure their campaign stands out and drive the audience to the Swiggy app. Thus, boosting GIRF deal sales and meeting business goals seamlessly.
Execution
Swiggy Dineout struck the right chord with their new campaign, ‘Great Indian Restaurant Festival’. Whimsically, the campaign phases out in 3 parts to convey that GIRF is back.
Pre-buzz:
- With Artificial Intelligence, ChatGPT and various other innovative tools trending in today’s day and age, Swiggy Dineout decided to jump on the bandwagon and create something that would leave a mark.
- ‘Dineout GPT’ manoeuvred its audience into thinking that Swiggy Dineout is launching DineoutGPT to bring about the ultimate revolution in the history of dining out.
- This pre-buzz campaign consisted of a video announcing the launch of Dineout GPT, a quirky story series under ‘Ask DineoutGPT’ by leveraging the ‘Ask Me Anything’ widget on Instagram.
- Once Dineout GPT was announced, it was followed by the 'Ask Me Anything’ series and the admin having fun with the audience with subtle hints using memes and quirky replies that kept everyone curious!
- Further, the campaign uncovered a series of reels around a glitchy effect featuring famous faces like Vishnu Kaushal and Larissa Dsa. The video gives a unique and fun spin of its own. It is a brave attempt by the brand to be relatable and quirky and keep the audience hooked.
- This was followed by quirky social posts and influencer activation to announce that GIRF is back!
Campaign Phase:
DVC Launch
The ‘DineoutGPT’ banter was followed by mini films that unveiled the ‘Great Indian Restaurant Festival’ through quirky banter videos of the brand ambassadors Farhan Akhtar and Shibani Akhtar.
Influencer Activation
- To take this campaign a notch higher, the brand collaborated with famous social media influencers from different industries like fashion, lifestyle, food and travel.
- The ideas and concepts were tailored and drafted in a way that every influencer could showcase and highlight GIRF’s discount deals.
- The campaign uncovered a series of engaging reels featuring popular faces like Viraj Ghelani, Roshni Chopra, Vishnu Kaushal, and Larissa Dsa, among others.
- The brand smartly maneuvered the idea and recreated a scene from the film ‘Zindagi Na Milegi Dobara’ by turning it into a Swiggy Dineout GIRF ad!
Sustenance Phase:
This phase highlighted the benefits of GIRF through quirky memes on social media, catchy posts, and even leveraged moments like Met Gala and IPL.
The brand relaunched one of the most anticipated contests- ‘Bill Waapsi’. This an exciting contest which lets audiences win their entire bill amount back in Swiggy Money by following the contest mandates.
The brand leveraged moments like #SAGAwards, IPL, Barbie and Met Gala to get its message across and spread the GIRF cheer.
Driven by a desire to engage with the audience in a relatable and entertaining way, the brand decided to incorporate pop culture and meme elements into the GIRF campaign and make it more engaging and shareable.
Results
The impact of the campaign was felt both quantitatively and qualitatively. The campaign generated significant engagements, and the Great Indian Restaurant Festival received a phenomenal response from its audience.
Reach:- 45M+
Total Views: 30M+
Impressions:- 5M+
Commenting on the campaign, Shrenik Gandhi, Co-founder and Chief Executive Officer of White Rivers Media, said, “We aspired to deliver a whacky and creative campaign for Swiggy Dineout’s GIRF that would be relatable, engaging and strike the right chord for its audiences.”
“It gives me immense joy, and we feel proud to have worked with Swiggy for the GIRF to give food enthusiasts not just discounts but a worthwhile experience. As a result of our collaboration, the campaign reached the right audience, and the people were able to enjoy the benefits of GIRF,” said Mitesh Kothari, Co-founder and Chief Creative Officer of White Rivers Media.
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