Dineout takes on 'The Endless Wait' pain-point, with quirky humour

Dineout, a table reservation application from Times Internet, has rolled out a digital campaign which consists of six videos. Conceptualised in-house, the videos themed 'The Endless Wait' portray ways in which customers kill time while waiting for a table at restaurants. 

 

In one of the films, a man plays table tennis by himself at the restaurant window. A lady clicking selfies forms the plot of another film. Another man chooses to take a nap and then do a bit of exercise, right in the middle of a restaurant. A lady meantime rolls out a mat and does her yoga routine, while waiting. A couple playing a childish game and a biker engaging in some stitching work form the plots of the other two films. 

 

Each film ends with a voice over which says, 'Still waiting for a table? Don't wait out. Book with Dineout, choose from over 2,000 restaurants and get amazing deals and discounts.'

 

Pratik Mazumder, VP and head marketing, Times Internet, said, "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/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.” 

 

Ankit Mehrotra, co-founder, Dineout, said, "One key insight, when we started Dineout, was realising 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.” 

 

The films will also run in cinemas.  

 

Credits

 

Client: Dineout

Agency: Internal

 

Production house: WhiteBalance Films