Swiggy instamart’s innovative OOH campaign for Valentine’s Day
The season of love is here. Valentine’s Day, possibly one of the biggest gifting opportunities of the year, often presents its own set of challenges for consumers. Be it seasoned partners who have the art of gifting down to a pat, or couples trying to navigate the gifting game to singles trying to woo their crushes – love emergencies are more common than you’d think!
Did I buy the right gift? Is it enough? Should I have bought something else? Dilemmas like these coupled with the paucity of time often call for last-minute purchases. This presents brands an opportunity to connect with consumers in meaningful ways. Recognizing this, Swiggy instamart has curated an innovative OOH campaign to showcase the convenience and versatility of their Valentine Day offerings. The campaign presents an interesting interpretation of what constitutes an ‘emergency’.
‘In case of emergency, break glass’ is probably one of the most widely recognised lines in the world. While boxes with this line are usually equipped with alarms/essentials for emergencies like a fire, a one-of-a-kind emergency hasn’t been explored yet. After all, love emergencies are even more common than fires during Valentine’s season!
This Valentine’s Day, Swiggy instamart will come to the rescue of every person experiencing a ‘love emergency’. Perfect gifts for different love emergencies like teddy bears, chocolates, and flowers will be placed inside glass boxes at strategic locations such as the World Mark- II in Gurugram and the Bandstand at Bandra, Mumbai. Such high footfall areas ensure maximum visibility and impact, and the interactive and eye-catching installation is designed to evoke a sense of intrigue and joy to take inspired action. And here is the twist in the tale. The communication on the installation ‘Do Not - Break the Glass’ prompts viewers to scan the QR code instead. On scanning the code, they get to choose from the vast array of Valentine-themed items and their selection will be delivered to them in 10 minutes on the spot.
That’s an emergency taken care of, right there, in no time with minimum fuss. In the end, love saves the day!
Other than this, Swiggy instamart delivery executives delighted customers by making special deliveries with extravagant Valentine’s Day gifts. Among the many special deliveries that take place during the V day week, one rider was seen delivering a massive teddy bear, while another was delivering a large bouquet of roses. A third rider was seen with a basket of vegetables with a playful message: 'some green vegetables for the biggest green flag'.
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