GIRF 2019

TitleGIRF 2019
BrandDINEOUT
Product / ServiceFOOD FESTIVAL
CategoryA06. Retail
EntrantDINEOUT Noida, INDIA
Idea Creation ANIMAL New Delhi, INDIA
Production ANIMAL New Delhi, INDIA

Credits

Name Company Position
Ankit Mehrotra Dineout Founder-CEO

Background

Over the past few years, GIRF has gone from a food festival to a cultural phenomenon, dictating people’s itineraries in their respective month. This year, Dineout targeted an ambitious 2 million diners, and we knew it was time to acknowledge the behemoth that GIRF had become. A whole month of a too-good-to-be-true offer needed packaging and marketing that would do the offer justice. That’s where the idea of #MonthOfMore came about- of branding February as the prime 28 days for more restaurants, more dishes, more discounts, more experiences.

Describe the creative idea

Our creative concept came from this moniker of ‘more’. The restaurant experience has always been about coming together, about companionship, and memories with food. We chose to highlight the (welcome) ludicrity of the offer by depicting solo diners going all-out on their favourite food items. No ordinary food items, either: we’re talking a 20” Chicago deep-dish and literal hundreds of sushi platters. The idea was to bring out the fact that with flat 50% off, the only thing that matters is the food you love. This was enhanced by tasteful, eclectic composition, lighting, and styling. For our print, outdoor, and social extensions, we played upon the word ‘more’, with a host of insightful, relatable headlines carrying that as the hero messaging.

Describe the strategy

>We knew early on that we’d focus on building an identity and won’t be focusing solely on the discount. This is because the concept of discounts is overplayed in the food category. Instead, we’d focus on the emotional appeal, and what a month-long flat 50% could mean for our audience. >We relied on the strength of the offer to pull customers instead of pushing the offer itself. >We wanted the execution to be starkly different from the uppity, somewhat cheesy advertising seen in this category. We amped up the drama aspect and played with light, art direction, staging, and music to impart a different feel to our film. >The choice of music was also critical. We used a rendition of Beethoven’s Fifth Symphony as the soundtrack.

Describe the execution

We went all-out with the rollout. One of the most exciting aspects about the work we do for Dineout is the scale of it. Everything from a high-budget film to 10-a-rupee tissues play their part. It’s a creative challenge using unique mediums like aprons, cups, boarding passes, etc. to connect to a grander idea and tie them both together. As for campaign duration, prebuzz began in late January, and the final communication was a ‘foodie report’ in the first week of March. The Month of More lasted for more than a month, looks like. How fitting.

List the results

>IMPRESSIONS Over 500 Mn impressions garnered across Google, Facebook, Instagram, Twitter, YouTube, Influencers and Publishers. 10Mn visits on app & web 150+ articles published 650+ active influencers involved across food, fashion, lifestyle content creator categories. >ENGAGEMENT 30Mn Interactions on the digital space. An average of 6% engagement rate received on the social content. 4Mn total views on brand film. 10000+ entries for the OnePlus 6T contest. >CONVERSIONS 2.5Mn deals sold during the period which was 0.5Mn in the previous year. 4.20 lakhs users dined out on 24th of Feb 2019 alone. 350 cr. worth revenue generated for our partner restaurants which is equivalent to 3 months worth of revenue. Reduced cost per booking by 35% across digital ads along with 3x growth in comparison to the previous GIRF.

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