Research reveals that 90% of India still shops offline. Swiggy Instamart, India’s quick delivery grocery platform, has been aiming to acquire this audience with OOH, considering the hyper local nature of the business (Swiggy Instamart’s distribution model is based on a dark store model where micro fulfilment centres provide groceries in a matter of minutes.)

During the Cricket world cup when the audiences are the most receptive, the OOH landscape turns into colossal battleground for brands. Each one spending millions on celebrity ambassadors, competing for eyeballs. The campaign objective was to differentiate Swiggy Instamart from the OOH category clutter, whilst connecting with cricket fans and driving memorable media behaviour. The business objective was to increase the user base and activate existing non-active users during the World Cup.

(Source: Neogrowth Study, 2023)

We needed to resonate with the pulse of a nation that is indelibly associated with Cricket.

Instamart’s user data revealed that as the thrill in the game oscillates, so does the craving for munchies.

Most brands create one standard OOH campaign for tournaments, which turn into blind spots, over time. Our goal was to devise an innovation that felt personal to not just each match, but each moment of the match.

The Insta Smart Billboard was an auto-generative billboard which crafted live ads tailored to each moment of the game and corresponding cravings of consumers. An AI software in the backend, identified patterns of consumption during cricket moments (from user request data) and mapped them to real-time data points generated during the game.

The outcome was 700+ bespoke outdoor ads with data-driven munchies recommendations. A ground-breaking live commentary style innovation, which could make OOH pivotal to live events.

To tap into the split-second cravings of cricket fans, we developed an AI software which analysed data from cricket matches, for a year. Machine learning comprehended each ball, commentary styles, player nicknames and anticipated records. Additionally the software analysed thousands of Instamart delivery requests mapped to cricketing moments, to draw patterns of consumption.

The analysed data was then cross-referenced with the real time data points, from ‘Sportskeeda’ - a cricket news platform, to generate a dynamic output.

OOH was our lead choice of channel for Swiggy Instamart, considering the hyper local nature of business(Brand’s distribution is based on a dark store model where micro-fulfilment centres provide groceries in a few minutes).Adaptive copy through machine learning, enabled us to overcome the restrictions of OOH, making it the perfect canvas to showcase the variety of munchies on the app, as well as the breadth of emotions felt by fans in real time.

The power of the Insta Smart Billboard is its ability to comprehend an extremely dynamic live event, decode its complexities, and connect with the fans in a way that feels personal. Hundreds of cricket matches played last year, generated thousands of data points such as runs scored, Strike rate, centuries, wickets taken, etc. Through data intelligence, our software decoded these complexities, predicted records and comprehended commentary styles.

Additionally, patterns of munches consumption were identified during cricketing moments, from Swiggy’s user data. This combined wealth of information was processed with real time data to generate live ads.

The output was then fed to multiple strategic OOH sites in Delhi and Mumbai through the tournament. 2 LEDs panels were built in, on traditional billboards, which appeared like live notifications on a gigantic phone screen, resembling Instamart’s delivery notifications. Additionally, a few DOOH were also used(considering the limitations of inventory in India)

Real time live ads in OOH was a never seen before spectacle which united commuters, owing to the higher dwell time at the sites. Awareness and consideration were category leading in the campaign period. Tapping into the split second cravings of the nation, the Insta Smart billboards impacted 29 Mn people live and boosted brand search by 18%

The campaign drove a super spike in delivery requests for the brand. 1.9 Mn orders were placed on Instamart app during the WC, a 29% increase from last season. The World cup campaign recruited 4,40,000 new users on Instamart.

700+ OOH ads delivered instantaneously, reinforced Swiggy's commitment to quick and reliable deliveries. And more than that, the software could now be applied to any of the upcoming live events, helping brands engage with customers real time, now even in outdoor!