| Title | DRUNKEN DIRECTION SIGNS |
| Brand | FIRST FLOOR BAR & RESTAURANT |
| Product / Service | BAR AND RESTAURANT |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | McCANN WORLDGROUP Mumbai, INDIA |
| Entrant Company: | McCANN WORLDGROUP Mumbai, INDIA |
| Advertising Agency: | McCANN WORLDGROUP Mumbai, INDIA |
| Media Agency: | UNIVERSAL McCANN New Delhi, INDIA |
| Name | Company | Position |
|---|---|---|
| Prasoon Joshi | McCann Worldgroup | Executive Chairman & Regional Executive Creative Director, Asia Pacific |
| Ashish Chakravarty | McCann Worldgroup | Creative Director |
| Tirtha Ghosh | McCann Worldgroup | Creative Director |
| Nakul Sharma | McCann Worldgroup | Creative Director |
| Partha Sengupta | McCann Worldgroup | Art Director |
| Annie Napolean | McCann Worldgroup | Copy writer |
| Biplob Sardar | Freelancer | Cameraman |
| Prianka Silhota | McCann World Group | Account Supervisor |
The activation had immediate effect. The drunken human milestones had succeeded in attracting the consumers ‘FIRST FLOOR’ had craved for – the regulars and on-the run business guy, eager to take a refreshing break. First Floor reported a 62% in footfall within a fortnight and coverage across media channels like Twitter, Facebook, blogs, online magazine sites and print media. It also has an excellent continuing word of mouth publicity going on till date AND a hugely satisfied client who invested less than Rs. 70,000 for an event that was effectively executed repeatedly, over 7 days!
So we got the Human Direction Signs drunk! For one week, everyday, 7 human milestones, with t-shirts carrying the ‘labels’, ‘distance’ and ‘direction’ to ‘FIRST FLOOR’ pretended to be happily passed out at various places across the market. It was visually and literally a humorous take on the joy of getting sloshed at a pub and this visible madness was too hard to miss! On a hot drab afternoon, crowds gathered simultaneously at various points around the market as our actors got into their acts. Passersby taking the break, related to the visual of the happy drunken tippler, peered closely at them for details and heartily sharing jokes. The ritual being repeated over 7 days drew even larger crowds and attention for ‘First Floor’. Several enthusiasts following the trail of men right up to the pub!
‘FIRST FLOOR’ is a pub located in Asia’s largest IT hub, Nehru Place, Delhi. Millions visit this marketplace everyday on business or to work in shops. Despite this ‘FIRST FLOOR’ continued to have a low customer base, it being lost amongst the multitude of shops around it. Secondly the area was already infested with billboards, and regular advertising mediums would have failed to draw attention of the busy crowd. Our challenges thus were to make the crowds take notice of ‘FIRST FLOOR’, direct them to it, whilst using strategy that was non-traditional, eye-catching and engaging.