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Dineout launches the ‘Endless Wait’ video series to change consumer behaviour

A pioneer in the table reservations food-tech category, Dineout has come out with an insightful digital campaign which will be released sequentially across cinemas, YouTube and Facebook. The six-video series has been conceptualised and scripted by the internal brand team

BestMediaInfo Bureau | Delhi | December 17, 2015

Click on the image to watch the TVC. Click on the image to watch the TVC.

Table Reservations is an emerging food-tech category, and a pioneer in this space, Dineout, has decided to take on the task of changing consumer behaviour through an insightful digital campaign via a series of digital videos.

The campaign comprises 6 videos under a series titled ‘The Endless Wait’. Conceptualized and scripted by the internal brand team at Dineout, each video depicts the emotional angst that a customer goes through while waiting for a table.

Pratik Mazumder Pratik Mazumder

“The act of waiting creates an emotional buffering in consumers. Especially since the wait is keeping them away from the core experience it has a negative impression. One is always trying to do something futile to pass time. Now add hunger and uselessness that the person feels while looking at others walking in with a table reservation, while he or she waits. That moment, in most cases, all logic goes out of the window. We took that insight and turned it into quirky creative expressions. Each film tells a short story, and will resonate with different audiences” said Pratik Mazumder, Vice President and Head Marketing, Times Internet.

Ankit Mehrotra, Co-Founder, Dineout, said “One key insight, when we started Dineout, was realizing that people were extremely uncomfortable waiting outside a restaurant. There was a need for a one-stop-solution in the market, which would enable someone to discover a new place, reserve into that restaurant and get discounts. The brand today stands as a young, energetic and attentive service, with an immense amount of focus on customer experience and convenience. While one does get discounts at top restaurants by using Dineout, we see our service being embraced because people are really looking at easing their key pain-point of waiting out.”

Produced by WhiteBalance Films in Delhi, the films are going to be released sequentially across cinemas, YouTube and Facebook. This is the first time that a service like this has gone on to create a behaviour-changing campaign. The category, which still exists only in small fractions, is steadily coming up in terms of mind-space, and Dineout is leading this revolution.

Speaking on the project, Robert Godinho, Director, Whitebalance, said, “When working on a film for a new category, it is always a challenge to be true to the product, yet have a high-point, which should be memorable, but not take away from the brand idea. In this case, we wanted to make 6 films in 2 nights, with all of them having a strong central insight. The challenge was in identifying 6 unique situations and characters and finally bringing them together. The films are light hearted, memorable and give me a lot of satisfaction as a Director.”

With this campaign Dineout is aiming to change the habit of consumers and get them to reserve their table before the next visit.

The TVCs:







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