— ABOUT THE BAND
Zomato Gold is a sub-product of the leading food ordering app, Zomato. This paid program grants its members the chance to unlock complimentary dishes and drinks at a slew of restaurants. All they have to do to enjoy limitless dining privileges to their heart's content is subscribe by paying a fixed yearly fee.

— CHALLENGE
The challenge of this campaign was twofold; at first, I am introducing a foodie membership program in a country that isn't familiar with such product models. Truthfully, Lebanese people are only loyal to their political affiliations. Secondly, show off culture is quite rampant amongst locals, and this product's main selling point is its ability to help you save money.

— SOLUTION
Lebanon is a country where people yearn for exclusivity and preferential treatment. In fact, we are one of the only nations on the planet where VVVIP packages exist. As a result, I needed to direct people's attention away from Zomato Gold's monetary benefits and towards its social perks instead. Rather than saying "get free food", I would have to say "be the pack leader and invite even more of your friends out to dinner." Thus the campaign's creative platform is all about upgrading one's social life. This way, people who sign up wouldn't worry about being labeled as stingy when they show their Zomato Gold badge at restaurants.
 
To cultivate a feeling of FOMO amongst my audience, I divide the campaign's deployment into two main phases. The initial one discreetly raises awareness around the program while directing people to the sign-up landing page. Once there, they discover that Zomato Gold memberships are extremely limited as they are prompted to get on a waiting line.

With phase 2, the channels are of more mass targeting. The product's lucky early adopters would also act as micro-ambassadors, generating buzz in critical circles. And as public interest is at an all-time high, sign-ups opportunities are more frequent but relatively selective to keep the feeling of exclusivity alive.