Frictionless Internet is the promise of Glance's first ad
Nearly half of the world’s population isn’t on internet today; most of the next billion users are going to come from India, primarily from rural India and tier-2 and tier-3 cities. To bring the new wave of internet users online, Glance wants to simplify people’s lives with the Glance Lockfeed platform by making internet frictionless.
Stealing glances at the phone’s lock screen is one of the most unmindful activities of smartphone users. This locked screen of phones is like locked doors that seem to hide value beyond. Breaking the mould, Glance, a subsidiary of InMobi Group taps into the premium space offered by the lock screen to make internet fun and frictionless. When one presses the power button, instead of the lock-screen image, one gets content served up by Glance.
Glance makes it easy to discover content by presenting it directly on the lock screen; it makes it easy to consume content by presenting it in snackable, video-first, vernacular format; and above all it makes content relevant through personalization. Glance isn’t an app that one can download and install. Instead, it comes factory-fitted on smartphones from Samsung, Xiaomi and others leading phone brands.
The latest campaign for Glance Lockfeed – ‘Lock It To Rock It’, crafted by the DDB Mudra, was launched to communicate the exciting possibilities of a locked screen. The campaign typifies the ‘locked door’ metaphor to build the campaign narrative - ‘A Lock Screen Isn't Dull Anymore’.
As a part of the campaign, the agency created a film showcasing a disruptive perspective around the world of lock screens in smart devices. The surreal settings in the film depict how Glance Lockfeed brings the lock screen to life. With content curated and designed to entertain and intrigue through news, movies, travel, sports, food, games and much more, Glance transforms the inherently dull lock screens into a source of information and entertainment.
Vishnu Srivatsav, Regional Creative Head - Advertising & Digital, DDB Mudra South, who led the campaign said, “Glance as a product is so unique and so unlike anything that’s out there. It’s a combination of content, technology, innovation and beautiful design. To communicate such a differentiated specific proposition is quite challenging, because this amounts to a fundamental behaviour change. But we hit on this great metaphor of locked doors that helped us communicate the lock screen coming alive in a disruptive visual manner.”
“Being locked out is typically associated with being deprived of something valuable,” said Bikash Chowdhury, Chief Marketing Officer of Glance. “Glance by design, works on the lock screen and transforms it into a source of entertainment and information. By showcasing Glance in the most unexpected of moments and places, and delivering delight to users, the campaign brings to life the idea that with Glance, locked isn't dull anymore.”