3.23.2009

Guerrilla marketing and ambient media

Guerrilla marketing is an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing tactics are unexpected and unconventional; consumers are targeted in unexpected places, which can make the idea that's being marketed memorable, generate buzz, and even spread virally. The term was coined and defined by Jay Conrad Levinson in his 1984 book Guerrilla Marketing. The term has since entered the popular vocabulary and marketing textbooks.



Publicize Monday Night Hot Wings at Le Cactus restaurant-bar, with a very small budget. Communicate the burning effect of spicy wings by putting stickers featuring the face of a men screaming on the rear window of taxis. The man's tonque is superimposed on the central brake light, creating the effect of extreme heat. Many positive comments from current customers, increased traffic, and tingling tonques.



Perwanal Saatchi & Saatchi in Jakarta, Indonesia, has taken interactivity and creepy-crawliness to a new, flat level with the creation of this massive “floor sticker” in an Jakarta shopping center. The ad, for Jakarta’s pet emporium JAKPETZ, promotes Frontline Flea & Tick Spray with the slogan “Get them off your dog.” Viewed from the upper levels, the people walking on the ad look disgustingly flea-like, and the scene elicits constant reactions that sound something like “yikes!”



Mega storage capacity. Advertising Agency: TBWA, Gurgaon, India



Bubble wrap gives people an unnatural urge to pop it. And covering the posters with it reminded the target audience of their battle against acne.



Ads from advertising campaign "Cuttie Cut - Children's Hair Salon"



Fitness First health club converted a bench (at a bus stop) to a weighing machine showing people their measured weight in poster space and make them realize that they should hit the gym. Created by N=5, The Netherlands.



To promote Rimmels Quick Dry nail polish JWT London’s aim was to literally stop young women in their tracks by placing large eye catching sculptures outside Rimmel retailers on high streets. Bottles of nail polish appeared to have been poured onto the floor from a height with the liquid drying in seconds to create a surreal spectacle, highlighting the products quick drying benefit. The campaign also included actual size models situated around point of sale counters in stores.



270,000 trees are flushed down the toilet or end up as garbage every day around the world. Use tissues sparingly.



"Imagine you there" for Tourism Aruba by Lew Lara\TBWA, Brazil.



Adhesive stickers with bottom side simulating a detonator for explosive were placed on the pavements in Zurich. When the passers by checked their shoes, they saw the message from Unicef: In many other countries you would now be mutilated! Help the victims of landmines!

I have always been a big fan of guerrilla advertising as it directly interacts with people. The brands get instant visibility and it provides longer recall period than the traditional expensive print or television commercials. The reason: It generates different emotions and feelings in people. Be it humor or shock or outrage or admiration. Obviously it demands creativity to think out of box to come up with interesting guerrilla campaigns.

Wikipedia about Ambient media: http://en.wikipedia.org/wiki/Ambient_media
Wikipedia about Guerrilla marketing: http://en.wikipedia.org/wiki/Guerrilla_marketing

2 comments:

LoftNinja said...

i love the second one...reminds me of an ARTvertisement i made back in 2006 http://justinyc.typepad.com/photos/reart/dontgetplayedln.html

Magali said...

The second one is amazing... I Love the idea!

M@gali
http://larevuedumarketing.free.fr/