Drunken Direction Signs

Agency Network: 
March 2011

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.

Ambient advertisment created by McCann, India for First Floor Bar and Restaurant, within the category: Food.

Advertising Agency: McCann Erickson, New Delhi, India
Regional Executive Creative Director: Prasoon Joshi
Chief Creative Directors: Ashish Chakravarty
Creative Directors: Tirtha Ghose, Nakul Sharma
Art Director: Partha Sengupta
Copywriters: Annie Napolean
Photographer / Cameraman: Biplob Sardar

Comments (6)

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Prasad Weerasekara's picture
Prasad Weerasekara
Activity Score 651

Hey...hey.... funny & good. very interesting..... Love it.... :-)

antoniobac's picture
Activity Score 192

funny but it might be a bit negative to use passed out people on the street

TommyO's picture
Activity Score 1866

"...and the pub has got an excellent word of mouth publicity going on till date."

Excellent? Really?

Cordudoy_Boy's picture
Activity Score 62

I dont like the arrow.

puppiepoppy's picture
Activity Score 1634

What's all the fuss about?!! Why can't they get those 'drunken' guys (or even promo girls) to just walk about with a placard showing the address, etc and hand give out leaflet, etc. Nothing beats the traditional way of advertising in this case. Having a so called 'interesting idea' doesn't mean that's most effective. Probably they would like to impress the Award juries but then again, this is nothing fantastic.

observant vicky's picture
observant vicky
Activity Score 194

I like this demonstration....a clever way to get the attention of target Piykkads...