A DCO exploration for Zomato
Food delivery is inherently contextual. What someone wants to order can change with the time, weather, location, occasion and even their immediate mood.
So instead of asking “How do we make one great Zomato ad?”, I explored a different question:
What if the ad itself could adapt to the person and the moment?
The MarTech Idea
Audience + Motivation + Trigger = Creative
The exercise explored how a single Zomato campaign could generate multiple creative variations by combining audience characteristics with contextual triggers.
The Audience
Two broad audience groups were explored:
- Value Seekers
- First-Time Buyers
Their motivations were then mapped across:
Save Money → Save Time → Status/Belonging → FOMO
The Triggers
The creative changes based on contextual signals such as:
📍 Location
- 🌙 Time of day
- 📍 Location
- 🌧️ Weather
This resulted in 8 DCO variations, each designed to give the audience a different reason to order.
The MarTech Flow
Audience Signal → Motivation → Contextual Trigger → Dynamic Creative → Action
Key Learning
Personalisation doesn’t always mean changing the product. Sometimes, it means changing the reason to choose it.
The MarTech Idea
Audience + Motivation + Trigger = Creative
The exercise explored how a single Zomato campaign could generate multiple creative variations by combining audience characteristics with contextual triggers.
The Audience
Two broad audience groups were explored:
- Value Seekers
- First-Time Buyers
Their motivations were then mapped across:
Save Money → Save Time → Status/Belonging → FOMO
The Triggers
The creative changes based on contextual signals such as:
- 📍 Location
- 🌧️ Weather
- 🌙 Time of day
This resulted in 8 DCO variations, each designed to give the audience a different reason to order.
The MarTech Flow
Audience Signal → Motivation → Contextual Trigger → Dynamic Creative → Action
Key Learning
Personalisation doesn’t always mean changing the product. Sometimes, it means changing the reason to choose it.
MarTech Lens:
Dynamic Creative Optimisation · Contextual Personalisation · Audience Segmentation