Objective: ‘First Floor’-a pub located in Asia’s largest IT hub Nehru Place, Delhi. Around 2 million visit this marketplace everyday. Despite this large plausible customer base ‘FIRST FLOOR’ remained lost amongst zillions of shops. The challenge was to make consumers take notice of ‘First Floor’ and direct them to it.
Creative Solution: Nehru Place is infested with billboards and posters. The regulars have learnt to ignore them. These have turned into blind spots. Any traditional medium would just not have attracted any attention in this environment. So we got the Human Direction Signs drunk ! For one week, everyday 7 human direction signs, pretended to be happily passed out at variuos places across the market, with t-shirts stating the ‘distance’ and ‘direction’ to ‘First Floor’.
Result: This unusual sight was hard to miss. On a hot drab afternoon this quirky vision attracted several people towards it. Passerbys took a break, relating to the visual of the happy drunken tippler, some following these milestones right up to the pub. The bar became a topic of discussion amongst the crowds and began attracting consumers as an availble hangout destination. ‘First Floor’ reported a 62% increase in footfalls within a fortnight. The drunken direction signs were much talked about and the pub has got an excellent word of mouth publicity going on till date.
My Take:
Honestly, all I have done is covered/copied the gist of the entire activity. Being a Hotelier by Blood ( Shetty = Hotel guy ), a lot more things could have been done to promote the same, apparently assuming that the agency would have been given more budgets. Small intiatives viz.
- Placing Tags on cars
- Since we are promoting a Beer bar, tie-ups with local Pan shops with offers like : buy 2 packs of cigarette and get a complimentary peg free ( would surely Help Drive Traffic )
- Sign boards ( seen used as T-shirts above ) of the similar format could have been placed on Unipoles leading to the store.
- Staircase leading to the Store could have been Branded.