Summary
"Glance Smart hai, bhidu – unlock nahi karne ka!" - Jackie Shroff | Bollywood Star, Viral Magnet & Glance Fan Find out how Glance created massive buzz around how 'Smart' their lock screen is, by smartly leveraging Jackie Shroff in a 2-part campaign that went viral across social media! We're sure that once you have checked it out, you're bound to agree as all of India did – Glance is the Smartest Lock Screen!
Challenge
We wanted to entertainingly drive the message to mass audiences that Glance is a Smart Lock Screen that brings you news and sports updates, live entertainment, 500+ games & great deals on shopping, without needing to unlock your phone, search for, or even download anything. We wanted to craft a campaign that would stand out among the noise of a hundred "quirky-style" campaigns that are now the norm in digital marketing.
Objective
We decided that the campaign would be a success if audiences on Glance Lock Screen and social media would be able to recall (a) Glance is a Smart Lock Screen that offers trending updates, live entertainment, games and shopping (b) All this without the need to unlock one's phone, download any app, or search for anything. It had to go more organically viral on social media, Glance lock screen, and get organic PR coverage, rather than just the paid route.
Strategy
We wanted our #UnlockNahiKarneKa campaign for Glance to be 'real' and not just another 'ad', so we went for the route of 'leaking' a moment of Jackie's Shroff's interaction with the paparazzi (something he is already famous and well known for, as his responses to paps have almost always gone viral over the past few years), where he casually reveals Glance as a solution to him not getting bored while constantly traveling for shoots. As this started to trend, with some audiences curious about how to enable Glance, we waited for a week till it picked up a lot of traction, and finally dropped our brand film as a collab with Jackie Shroff (apnabhidu) on Glance and Jackie's Instagram pages. Even that film utilised storytelling in a highly smart way, showing Jackie interacting with a junior actor during one of his shoots. The junior is shown, at the start of the film, as being frustrated. Jackie, during a break, notices him frustrated and comes over, sits with him, asking him to – as the environmentalist he is – plant trees, revel in the beauty of nature, and just relax. Then, the junior actor finally reveals that he is frustrated at being unable to find the content he loves in the limited time he has, on his smartphone. Jackie's solution is simple, yet ingenious, and delivered in trademark hilarious, raw, and inimitable Jackie Shroff style. The combination of these films worked really well!
Data
The best way for us to achieve our objective would be with someone unique and quirky, yet memorable across demographics – a personality who is incredibly popular both with GenZ audiences for 'telling things as they are' and who simultaneously is a paparazzi and media favourite, not just seasonally, but consistently over the past few years – research revealed there was no one better for this than Jackie Shroff, whether with his unfiltered style of speaking to people, or his hilariously relatable attempts at innovating new recipes, or his unabashed, publicly displayed love for the environment. He would connect with audiences who would listen to him and believe him as a personality rather than seeing him as a celeb who has been paid to endorse just another tech product in the world of smartphones.
Solution
In August 2023, a video of GenZ favourite Jackie Shroff broke the internet – it showed him interacting with the paparazzi who quizzed him about his frequent travel & how he managed to avoid getting bored. To which ‘Jaggu Dada' replied, and that's when things went viral! It got so popular, it became a template for memes that took over social media. Both, the video and the memes started garnering millions of view, and even then, the secret wasn't out yet. The reveal happened when we dropped our brand film as a collab on Instagram with Jackie Shroff, making it known that both films were a part of Glance's latest campaign for brand awareness: #UnlockNahiKarneKa. Over the course of a month the engagement rose, more meme pages picked up moments from the films & social media could just not get enough of Jaggu Dada talking about the smart way to enjoy content without unlock, search or download. News18, Financial Express, Zee News and other popular media picked up the trending videos, along with several others, and we kept seeing reels, memes, and other UGC content themed on Jackie's quirky way of sending his message about how to stay entertained with Glance, pop up across social media.
Results
In under 1 month, Glance's highly memorable and highly memed #UnlockNahiKarneKa campaign garnered: - 704 million impressions on Glance lock screen - 100 million+ impressions on social media - 100,000+ engagement (comments, reactions, shares) - 1000+ UGC created organically on social media - 100+ organic media coverage with a cumulative reach of 500 million+ - We were also able to garner 100% Glance mention in every story, enabling readers to understand and learn more about Glance, driving intrigue, and awareness for the brand - We achieved a remarkable increase of 30% in brand awareness among Glance's consumers Results were tracked via social media platform insights, Meltwater insights, hashtag tracking, Glance's internal insights team, media reach numbers, and masked surveys run on social media.
