VOICE OF HUNGER

Gold Spike

Case Film

Presentation Image

TitleVOICE OF HUNGER
BrandSWIGGY
Product / ServiceFOOD DELIVERY
CategoryA06. Co-Creation & User Generated Content
EntrantDENTSU WEBCHUTNEY Bangalore, INDIA
Idea Creation DENTSU WEBCHUTNEY Bangalore, INDIA
Production DENTSU WEBCHUTNEY Bangalore, INDIA
Production 2 DOT DOT BOOM Bengaluru, INDIA

Credits

Name Company Position
Benedict Raymond Gershom Dentsu Webchutney Senior Copywriter
Alisha Pereira Dentsu Webchutney Visualiser
Vasisht Vasan Dentsu Webchutney Senior Copywriter
Sanket Audhi Dentsu Webchutney Senior Group Head - Social & Innovations
Amey Chodankar Dentsu Webchutney Associate Creative Director
Phani Kumar Dentsu Webchutney Senior Account Manager
Keerthi Kumar Dentsu Webchutney Account Director
Bharath Singh Dentsu Webchutney Group Head - Art
Manish Joseph Dentsu Webchutney Motion Graphic Artist
Naaila Khan Dentsu Webchutney Social Media Strategist, Copywriter
Perinkula Aditiya Dentsu Webchutney Executive Creative Director
Ashwin Palkar Dentsu Webchutney Creative Director
GD Prasad Dentsu Webchutney Associate Vice President - Client Servicing
Prashant Gopalakrishnan Dentsu Webchutney Senior Vice President
Gautam Reghunath Dentsu Webchutney Executive Vice President & Branch Head
Likith Reddy Dot dot boom Head of Production
Ronak Chugh Freelancer Director

Why is this work relevant for Entertainment?

Creating an idea that’s engaging, unskippable and fun is a herculean task for any brand. This campaign wanted to do that and break free from the clutter and cut-through the usual means of communication. It connected with consumers in a novel, non-intrusive way – in a way that makes people spend time with the activity for the sheer craziness of the idea. This campaign moved beyond advertising to leverage a new feature of Instagram to create content (voice notes) that builds brand engagement.

Background

Situation Swiggy with its fleet of 120,000+ delivery personnel across 100+ cities, 30 million orders per month and 3.3 billion dollar valuation is India’s largest food-delivery mobile app. Its competitors like Uber Eats are fighting it for market share, especially among 18-35 y/olds. Brands understand that their relationship with this age cohort is critical to their long-term value. It’s never been more important for Swiggy to be the preferred choice for an increasingly hard-to-reach target. Brief Swiggy is a mobile-first company and upwards of 95% of our traffic is mobile. Our brief was to drive brand engagement on mobile-first social platforms where our audience spends their time. Objectives Create an entertaining mobile-first brand experience that aid visits to Swiggy Increase affinity for Brand Swiggy among its core user-base (18-35 y/olds) Increase engagement & collaborate with Swiggy’s online community Build fan-base on Instagram

Describe the creative idea

Sending voice notes are a huge part of young India’s Whatsapp behaviour. This December, Instagram launched voice notes & unlike WhatsApp, voice notes on Instagram created visual waveforms that closely resembled all kinds of food shapes – kebabs, pizzas, cakes, etc. Bingo! Swiggy’s Voice Of Hunger Challenge - Recreate hilarious food shapes using Instagram’s newly launched voice notes feature & win a year's worth of food from Swiggy. We invited participants to re-create food shapes by capturing wacky sounds on their phones from anywhere and anything. Millennials jumped on to what was a natural extension to existing behaviour. Ever so often, they went overboard. Think cats. Think pressure-cookers. Swiggy then converted winning sounds into hilarious coupon codes for a year’s worth of food redeemable on its app. Who knew beautiful looking food could be created by nifty use of a new social trend?

Describe the strategy

In a price-sensitive category like food delivery, there is a frequent shift in loyalty between platforms among our audience. This audience (21-35 y/o, urban) is also a mobile-first one: the quickest to adopt new social platform features. To gain affinity with this cohort, it was obvious that we had to design a social and mobile friendly activity that resonated with their behaviour. 67% of consumer interaction with brands on social media are customer service related. However, Instagram’s comparatively friendlier personality combined with the interactive element of messaging was an ideal combination for the brand to ease into a user engagement campaign. With voice notes, we noticed that Instagram inbox features could also be hacked to hold amusing conversations – a welcome change. The intention was collaboration & the idea of using wacky sounds to create even wackier food shapes matched Swiggy’s personality.

Describe the execution

Bluueeblaahhhbleehhhblueeblahblehblue: a gibberish tweet from one of India’s biggest brands. While Twitter-verse began trolling us, little did they know that they were helping launch our biggest social media campaign ever and Swiggy’s initiation into Indian social pop-culture. Over 100 Comedians, musicians, rappers, actors etc. formed the core team of influencers driving voice and sound experiments through mobile for the campaign. Behind-the-scenes videos were instrumental in upping the crazy, resulting in even more UGC and traffic to Swiggy’s handle. We featured unique creations and replied in real-time with either text or voice on Instagram DM. Content created for Instagram went on to form the crux of our partnerships with popular radio stations like BigFM, and publishers like Scoopwhoop. All this, while Instagram blocked us 11 times giving the campaign an unexpected PR-push.

Describe the outcome

• A platform known for beautiful images of food was taken over by voice notes of food instead. The campaign generated 16 million+ Social Impressions and over 150,000 voice note based conversations filled our inbox. • 1165% growth in direct interactions between Swiggy and its customers • Swiggy’s Instagram reach went up 7700%. • Swiggy witnessed a 40% rise in Instagram followers resulting in over 40,000+ new 18-35 year olds joining our Instagram community. • Swiggy amassed a 2100% spike in traffic to its platform from Instagram. • A totally unintentional 24% average increase in orders for food resembling our most popular voice note creations. • We turned winning voice notes into hilarious coupon codes, giving users their ticket to a year's worth of free food!

Links

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