Guerilla Marketing: What Makes it so Successful?
by Yolandi Janse van Rensburg on 21/01/10 at 10:56 am
2 comments
What makes guerilla marketing campaign so successful? They are unexpected, unconventional and potentially interactive. The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget rather than a big marketing budget. What it is big on is creativity. Consumers are usually targeted in unexpected places. Guerilla marketing aims to create a unique, engaging and thought-provoking concept to get people talking and consequently turn viral.
Angie posted a few really interesting guerilla marketing advertisements in her post Guerilla Marketing: 22 Ads from Bizarre to Brilliant on Weburbanist.com. She pointed out a few that are really successfully done and a few that are a bit off target or just plain strange. I’d like to share a few of the ones she posted and a few I found else where that are really creative as well.
Kissing
Both of these agencies and ads focus kissing. Leo Burnett of Italy created the top ad for Zaini. The slogan is “The smoothest milk chocolate.” On the bottom, the Miami Ad School of San Francisco took Tide to a new level. The slogan is “Because stains love your clothes.”
Condoms
German condom manufacturers Condomi promoted the “Ultra Thin” line with this print and outdoor advertisement showing a condom-shaped bubble. The ad won a Golden Drum for Press and Golden Drum Grand Prix award for Outdoors. Now Available of Milan, Italy, spread the word for the bottom ad campaign event through social media. The “Condom Mob” had 230 people in a condom against AIDS!
ZDF: Interrupt
Kolle Rebbe, in Hamburg, Germany, created this billboard collection for ZDF. The slogan is “Erotic movies without interruption.” The ad also states “Summer night fantasies. Mondays at 10:15 pm.”
Guerrilla marketing involves unusual approaches such as intercept encounters in public places, PR stunts, any unconventional marketing intended to get maximum results from minimal resources. Here are a few great guerilla marketing approaches I find that are very unique and creates an impact on its audience.
Alfa Romeo
This promotion draws its success from the impact of seeing such a sight. Its was placed in some of Belgium’s busiest shopping centers to show how easy it is to buy a Alfa Romeo Mito when it’s so incredibly cheap.
Fedex
The Fedex ads definitely convey the message of speedy delivery. It’s humorous and something its audience can relate to.
These concepts are not thought of over night and a lot of time and energy are put into making these marketing campaigns a reality. Open up mind to a different way of thinking and you’ll find ways to market your own business in a unique and cost-effective way.
Yolandi Janse van Rensburg writes about social media, marketing, life and, of course, cars. We say “of course” because Yolandi is nuts about anything on 4 wheels and runs Autofemme, a blog about cars. Our Ideate sub-editor is also the Heavy Chef girl at World Wide Creative. You can follow her on Twitter @Yolandi_JvR View more articles by Yolandi Janse van Rensburg.
Tags: guerrilla marketing, Marketing
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Reuben
Mar 11th, 2011
Fantastic post Yolandi
I’m in love with guerilla advertising, especially the street ads. The creativity behind it is amazing. I’ve seen some examples where they use just about anything in cities around the world; buses, trucks, cars, staircases, public toilets, phone booths, bus stops, pavements, buildings…..
I would really love to be employed by an ad agency just to be able to do such ads as I have many ideas of my own.