Direct Response – Ambient
Client Myntra Designs Pvt. Ltd.
Brand Roadster Life Co.
Agency Brave New World Communications Pvt. Ltd.
Brief To launch a pair of 13-pocket jeans in the midst of raging e-commerce ad battles. But with no physical place for customers to experience the product how could we demonstrate its uniqueness & utility interestingly and ensure translation of interaction to experience & engagement to sales only through digital?
Cultural Context
 Reality TV is BIG in India. Khatron Ke Khiladi, Bigg Boss etc. are devoured as content on TV & online. Also, DIY tutorials & survival hacks are growing in popularity on YouTube, both generated and consumed content. We used this to outline a broad content strategy for the campaign which resulted in a highly engaging unscripted drama interesting enough for followers to check out the product too.
Solution
 A live-streamed human experiment in which a man was locked in a box & challenged to survive for 2 days with only the contents of his 13-pocket Roadster Pocketman Jeans; a unique product demo in which followers dictated what happened in the box through 1:1 conversations with Pocketman. What followed was high quality engagement & a piqued interest to check out the product itself on Myntra.
Results
 23 million impressions across platforms and trended on Twitter organically within 3 hours of going live Quality of interaction was high – followers sent him fan mail, drew things for him, gave him advice, and sent him songs and voice recordings 395092 unique website visitors and 145000 click on ‘BUY NOW’ 1279 out of 1464 ltd. ed. jeans (at Rs. 3999) were sold ALL IN A MATTER OF 48 HOURS!
Navigational Instructions
 1. Click on THE JEANS to see the 3D rendition. The BUY NOW button would have led to Myntra where the jeans could be bought
2. Click on POCKET HACKS AND HIGHLIGHTS to see the content generated in just 48 hrs
3. Click on CASE STUDY to view the campaign in its entirety across platforms
4. The site originally had the live feed for 48 hrs and people interacted with Pocketman using the Twitter widget