Why Is This A Swiggy Ad - Case study скачать в хорошем качестве

Why Is This A Swiggy Ad - Case study

Why Is This A Swiggy Ad is a Cannes Lion 2023 Winner 🥉 Bronze - PR 🥉 Bronze - Social & Influencer Swiggy, India's leading food delivery app, wanted to remind its audience of their love for the brand during Diwali and solidify its position in pop culture. So we created a bizarre space-themed artwork filled with 30+ easter eggs, featuring our beloved brand mascot Gulabjamun Uncle and instead of making the line of thinking coherent ourselves, we asked the people of India- why is this a Swiggy ad? Leveraging fan culture and co-creation, the campaign engaged younger, internet-savvy audiences and encouraged them to think deeply about their personal psychological contracts with the brand. And they did- they posted tweets, memes, comments, videos, even songs to explain their theories. A week of billboards, print ads and social content later, "Why is this a Swiggy ad?" became India's most searched question on Google. Results included over 80,000 user-generated theories, 700,000+ concurrent users engaged in live streams, a 100% increase in positive sentiment, a 603% surge in brand mentions, and a reach of 35.5 million among Indian Gen-Z consumers.