Various advertisers such as Coca-Cola India, Walt Disney, Intel and many more have engaged consumers using crowd sourcing in the past. After its ‘slap’ commercials, Zomato has come up with a new TVC ‘The last wish’ by exploiting the potential of crowd sourcing.
The online restaurant guide initiated the ‘20toMillion’ campaign, a competition open to everyone – from amateur videographers to advertising agencies – who could share their take on the company.
Out of over 90 submissions, a young team from Chennai comprising Ankit Mhatre, Harikrishnan Lohithadas, Jonah Fernandes, Krishna Priya V, Sandeep PS, Sathish Amruth, Vinayak Guhanarayan and Xavier Peria was selected as the winner. The 20-second video is currently being aired at primetime on Star World and NDTV Good Times.
Elaborating on how the commercial was crowd sourced through a contest rather than being produced the traditional way, Deepinder Goyal, Founder and CEO, Zomato said, “At Zomato, we always believe that our users know best. In the recent past, we ran a campaign where we asked our users to blog us their feedback about Zomato. It was a smash hit for us and we got invaluable feedback and product iteration ideas from our users. On a much bigger scale, we now wanted our users to create innovative TV ads for us and hence we applied the same crowd sourcing logic to this campaign as well.”
Zomato plans to work on a second TVC which will be a follow-up to ‘The last wish’. It is also considering integrating couple of social media campaigns based on this concept as a part of its promotional plans for the month of August.