12 Great Guerilla Marketing Examples You Have Never Seen!

Lektorat Winkel: Magic-Stamp

Make that the creatives love us and pay homage to them as the most creative proofreading service they have ever heard of. They create a 3 step solution. Step 1: Shock effect! They sent them a personal stamp with many, many terrible spelling mistakes. Step 2: Show effect! By using the stamp the terrible spelling mistakes disappear as if by magic – and the correct writing is stamped onto the paper. Step 3: Learning effect! Lektorat Winkel is working as silent, accurate and fast as the magic stamp. The creatives loved them and paid homage to them as the most creative proofreading service they have ever heard of. 60% called to learn more about Lektorat Winkel.

Dubai Metro: Abandoned Cars

Description of Ambient execution: We wrote Metro messages on abandoned cars in Dubai – as if people hadn’t abandoned the country but were rather just using the Metro.

GGRP Sound: Cardboard Record Player

A record player created from a piece of corrugated cardboard that folds into an envelope. Once assembled, a record can be spun on the player with a pencil. The vibrations go trough the needle and are amplified in the cardboard material. The players were sent out to creative directors across North America as a creative demonstration of GGRP’s sound engineering capabilities.

VISA: Go Back to Pompeii

To raise awareness of Visa’s sponsorship of the Pompeii exhibit at our National Museum, we greeted all visitors to Wellington Airport with a lava flow that ran around the baggage carousel. Complemented by traditional media, this ambient execution made sure nobody could miss our message.

Marie Claire: Clothing Trail

Problem: Due to on-shelf clutter, Marie Claire’s flagship ‘Naked Issue’ isn’t standing out.
Solution: To create the illusion that a woman had undressed on her way ‘into the Naked Issue’, we created floor decals that look like a trail of clothing which led up to the magazine.

Monti Fitness Gym: Lunch Break

Monti Fitness is the only gym in the “Rione Monti” area of Rome, a neighbourhood full of typical Italian restaurants. They had to promote the gym in the neighbourhood and increase the number of members. In order to reach people when they’re thinking about their weight the most (after lunch), they printed a series of exercises on the back of restaurants receipts with an accompanying message inviting them to come and “burn of their meal”.

Toronto Academy of Karate: Karateboard

Purina: Bark in the Park

Purina Bark in the Park is ‘the day for you and your dog’, so Ogilvy Auckland made posters for people, and posters for their dogs. A meaty smelling attractant was also applied to lower posters so nearby dogs were drawn to them, making them appear to read.

Indian Association for Promotion of Adoption and child welfare: Paper Bedsheets

People have become so used to seeing children live on the streets that they don’t even notice them anymore. Ogilvy & Mather Mumbai needed to create a stir, to remind them of the glaring difference between their own children and these less fortunate ones. Most often these kids have only newspapers to sleep on, a symbol of how impoverished they truly are. We decided to package newspapers as bedsheets and place them along with branded sheets, to bring home the glaring difference between the two.

BSA Foldman: Pack and Go Poster and Carton

The foldable bicycle from BSA was printed on real cartons and placed at key BSA GO outlets in a way that no packing box has ever been before. Customers were drawn to this intriguing poster that could be taken down and folded in to box, ready to take. Succinctly driving home the ease of folding the cycle and it’s primary benefit – Pack and Go. A folded version of the carton was also placed at the counter as an information “boxlet” inviting customers to take one home now!

STIHL Leaf Blowers: Autumn Calendar 2010

STIHL asked the agency to develop a business gift promoting the product range of leaf blowers. Their target audience were international key accounts, like municipalities of major cities. Explicit request: make something never seen before. The agency created an invention. Introducing the autumn calendar 2010 – the first tear-off calendar, that tears off its leaves automatically! To show the necessity of STIHL leaf blowers in an entertaining way – day by day. Due the fact that leaves fall in autumn, their calendar covers the time period 09/23 – 12/21.

Fitness World: Steps


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Written by Ryan Lum

Ryan Lum is the founder and editor of Creative Guerrilla Marketing. He is passionate about creative marketing, social media and design. Connect with him on LinkedIn,Twitter or Google+


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