Drunken ambient from McCann New Delhi
March 23 2011, 5:18 pm | | 8 Comments
‘First Floor Bar and Restaurant’ is a little known beer bar located in Asia’s largest IT hub, Nehru Place, New Delhi, India.
McCann Erickson India tackled their problem of not being able to attract too many customers to the bar – their presence getting lost amongst the millions of electronic shops and signboards around. So McCann came up with this unique solution.
The response to this quirky activation-al experiment was overwhelming. The bar reported a 62% increase in footfall in a fortnight. In a country where experimental advertising is only coming to age, the success of this activation is hopefully going to convince many more clients to experiment with fresh and fun alternative techniques of advertising.
8 Comments
Seems a little insensitive when there’s so many homeless people around. Comes across as though they paid homeless people participate.
I think there’s never a shortage of drinkers in that part of the world.
They put so much more work into making a case study then they did into thinking up an idea for the bar.
With such few customers I wonder how the tiny, little bar could afford to pay for the services of a big multi-national agency? Hmmm?
What a bunch of bollocks. Why does CB encourage this by printing it?
March 25, 2011 8:42 AM, they are short of business. So, any cheap clients would do. A little, helps.
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 unique.
Three questions:
1/ Were these ‘ads’ in place for longer than it took to take the photos?
2/ Were all the participants agency employees or friends of the agency?
3/ Could the uptick in business be the result of the actors and photographers going to the bar for a drink after the shoot?