Case Study: PayTunes Serves Up Success for Zomato in Tier 1 Cities
Challenge: In the bustling Tier 1 cities of Hyderabad, Ahmedabad, Pune, Indore, and Bangalore, foodies have many options at their fingertips. Zomato, the leading food delivery platform, needed to cut through the noise and reignite excitement for their services amongst a target audience craving variety and convenience. PayTunes, the music maestro, understood the need to create a campaign that resonated with the young and tech-savvy demographic.
Solution: PayTunes crafted a delectable digital audio campaign designed to tantalize the taste buds of Zomato’s ideal customer – young adults aged 18-40, both men and women. Leveraging strategic targeting, the campaign ensured ads reached listeners during their daily routines, from commutes to workouts to leisure moments. However, it wasn’t just about physical location; the campaign went a step further. The soundscapes of each city were subtly incorporated, creating a sense of familiarity and local relevance. Imagine the scene: the rhythmic thrum of Hyderabad’s bustling streets interweaving with the mouthwatering sizzle of kebabs, or the energetic beats of Pune’s cafes blending with the comforting clinking of coffee cups – all seamlessly connected to the message of Zomato’s diverse restaurant selection and effortless delivery. Each ad became a sonic journey that not only highlighted Zomato’s convenience but also celebrated the unique culinary identity of each city.
Results:
- Memorable Impressions: While the overall ad recall rate was 21%, it’s important to consider the targeted nature of the campaign. Among those who recalled the ad, a significant portion (13%) identified it as being for Zomato, indicating a strong message for a relevant audience.
- Captivating Content: The campaign’s creative content truly resonated with the target audience. The uplift in ad interest was a remarkable 35 points, suggesting the city-specific soundscapes and focus on local flavors piqued listener curiosity. Even more impressively, 55% of those who recalled the ad showed a heightened interest.
- Enhanced Brand Image: The campaign positively impacted Zomato’s brand perception in these Tier 1 cities. The brand image uplift of 29 points signifies a shift in how listeners viewed Zomato, with 40% of those who recalled the ad associating the platform with a more positive image.
- Increased Consideration: The ultimate goal – driving consideration for Zomato – saw a significant uplift of 30 points. Even more impactful, 53% of those who recalled the ad showed a stronger likelihood of considering Zomato for their next meal, highlighting the campaign’s effectiveness in influencing future purchase decisions.
Audio Ad Execution
Conclusion:
PayTunes’ digital audio campaign for Zomato in Tier 1 cities yielded impressive results. While the overall ad recall might seem modest, the targeted approach ensured a strong message reached a relevant audience. The campaign’s focus on local flavors, creative use of city-specific soundscapes, and engaging content resulted in a significant increase in ad interest, positive brand image association, and ultimately, a strong rise in the consideration of Zomato for future food delivery needs. This case study demonstrates the power of targeted digital audio advertising that goes beyond demographics and incorporates local nuances to resonate with specific audiences within designated markets.
Also Read- Lenovo Attains 49% Ad Recall in Major Tier 1 Cities