The Brief

‘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.

Describe how the promotion developed from concept to implementation

We decided to use an unusual promotional medium with a visual madness to attract and engage the busy shop workers and computer goods hunters rushing around Nehru place. We wanted to gather the crowds. We wanted even the man in a deadly hurry to stop in his tracks and see that the great uproar was about ‘FIRST FLOOR’! 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

The promotional had immediate effect. The once nearly unknown bar was now attracting consumers it 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!

Explain why the method of promotion was most relevant to the product or service

The unusual sight of this promotional was hard to miss! On a hot drab afternoon this activation gathered busy passersby in huge chunks, as our actors started appearing in their acts. Our strategy in the form of the ‘Human Drunken Direction Signs’ was visually and literally a humorous take on the joy of getting sloshed at a pub. This humor had oozed out into the crowds. Passersby took a break, relating to the visual of the happy drunken tippler, peering closely and heartily sharing jokes. What’s more, many enthusiasts followed the trail of our men right up to First Floor!