DRUNKARD by BBDO Mumbai for LJ COLLECTIVE

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DRUNKARD

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market India
Agency BBDO Mumbai
Director Pushpendra Mishra
Executive Creative Director Sandipan Bhattacharyya
Released March 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: LOUIZ BANKS, JOE ALVAREZ
Product/Service: LJ COLLECTIVE BLUES MUSIC WORKSHOPS
Agency: BBDO INDIA
Date of First Appearance: Mar 11 2010 12:00AM
Entrant Company: BBDO INDIA, Gurgaon, INDIA
Entry URL: http://www.ljcollective.com
Executive Creative Director: Sandipan Bhattacharyya (Bbdo India)
Director: Pushpendra Mishra (Flying Saucer)
Chief Creative Officer: Josy Paul (Bbdo India)
Media placement: TV - SS Music - 11/03/2010

Describe the brief/objective of the direct campaign.
The TVC was directed at Blues music enthusiasts in Mumbai, Chennai and Delhi to enroll in the first-of-its-kind Blues Workshops conducted by respected music legends Louiz Banks and Joe Alvarez. The strategy was to direct viewers to the website ljcollective.com through this commercial, and urge them to register for the workshops.

Explain why the creative execution was relevant to the product or service.
The execution is highly relevant to this service because showing the Blues in its classic environment would not have been compelling or clutter breaking enough to tell the music lover that its now being taught right here in India. Our primary task was to give it an Indian context.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Since the Blues as a musical form is rooted in deprivation, it has universal appeal in most countries that have seen tough times. We thought Indians live through enough daily challenges to have a connection with the Blues. That is why the creative execution is set in a typically Indian lower middle class houselhold to drive home the point that when things just couldn't get any worse, you are ready to learn the Blues! The aim was to achieve a modest 100 registrations per workshop in three cities.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The campaign has already given us around 110 registrations for the Mumbai workshop. The campaign is still running as the workshop dates for the other 2 cities have not been announced and registrations are still on.