← Work College activation · Concept
The Locker Drop
Turning "I've heard of that app" into sign-ups, in three days on the pavement.
- Sample brief for
- An EdTech startup (seed stage)
- Objective
- App sign-ups
- Audience
- Students, 18–22
- Location
- Trivandrum — 4 college clusters
- Format
- Walking billboard + booth + QR challenge
- Sample budget
- ₹45,000
The idea
The brief: a startup spending on paid social with little to show for it — students recognise the name but never install. The idea is to move the budget off the feed and onto the pavement.
A crew carries LED walking billboards through the busiest gates at class-change time. Each board points to a booth where a locked box sits on the table. Scan the QR, sign up, get a code, try the code on the box. Winning boxes hold vouchers and merch; every box is worth opening because the sign-up is the price of a go.
Why it should work
- The install happens in front of us — no drop-off between interest and action.
- Queues form, and queues are their own advertising.
- Winners film the box opening, which gives the client organic content.
What the client would get back
A photo gallery, a 30-second recap reel, a clean sign-up export tagged by campus, and the cost per sign-up worked out, so the client can compare it with their paid social.
Concept brief. Promio is just starting; this campaign has not been run yet, and the figures above are planned scale, not results.