Imagine walking the streets only to come across a building sized poster of a former dictator. One of the most-viewed videos in Tunisia a couple months ago was this guerrilla marketing political campaign done by Memac Ogilvy in Tunis. The video documents a campaign where a giant building-sized poster of former dictator, President Zine al-Abidine Bel Ali is hung on the side of a large building.
On January 14th 2011, the people chased former Dictator President Ben Ali out of Tunisia. Since then many had lost interest in politics. After many uneffective attempts to push Tunisian people to go out and vote for the upcoming elections, a new campaign was set up in La Goulette, to the shock of residents. Their reaction was filmed. Onlookers become so outraged by the poster, a mob gathers to tear it down only to find a very related message.
Results: On October 23rd, there was 80% turnout when 60% were expected.
Can guerrilla marketing be used in politics? We think so.