Sometimes the smartest examples we see of guerrilla marketing is a brand that takes something small and advertises it in a big way. Sometimes, this is as big as a Times Square billboard with an unusual twist, but when it comes to guerrilla marketing it’s often something smaller, more unexpected, and totally suited to the brand. That’s how we feel about this recent guerrilla marketing campaign from Ray-Ban.
For this campaign, Ray-Ban went out in a few different cities in Belgium and outfitted trams to be Ray-Ban trams by jazzing up the windows to match the colors of the new range of Ray-Ban’s polarized lenses. They then encouraged people to share their tram rides, and the views they saw through the windows, on instagram under the hashtag #NoFilterJustRayBan for a chance to win a Surprise Ray-Ban Pack, which we assume included one of the new range of sunglasses.
Why It Works
This campaign works for a couple of different reasons, all of which show that the marketing agency in charge has really thought everything out from start to finish. The first aspect of this is what we talked about at the start of this article, taking something small and making it big. Sunglasses are, in many cases, something people take for granted. Yes there are brands, and some people swear by them, but in some cases it can be hard to market them beyond the brand. This campaign has taken the idea of changing the way that you see the world in Ray-Ban sunglasses, and created that in reality on a tram. This has really stepped outside of the limitations of marketing sunglasses, and jumped into the new world of marketing a perspective on the world.
The links with popular culture is a smart way that Ray-Ban has made both their product, their brand and this campaign relevant in a modern world. The concept of #NoFilter has been around since the start of image sharing site Instagram, and tends to be associated with honest and natural images, whether that’s an unchanged sunset or an unedited selfie. By aligning themselves with this idea, Ray-Ban is positively associated. At the same time, the campaign seems to bring the idea of filtering your images into life by allowing tram-riders to literally be inside the filter, and see the world in a different way.
We admit, although the Ray-Ban campaign is very cool, it has some limited sharing capabilities beyond the cities where the trams ran. To boost this, Ray-Ban ran a competition in line with the campaign where anyone who rode the tram could tag images they took out the windows with #NoFilterJustRayBan and be automatically entered into a competition to win some Ray-Ban merchandise. This certainly encouraged a considerable amount of sharing, with IAB-Belgium, the Belgian association for digital and interactive advertising, estimating some 2.5 million shares along with views on the video and mainstream press coverage. When you consider that just over 11 million people live in Belgium, you’re talking about pretty good odds for wide-spread brand awareness and recognition.
It is important for brands to establish themselves in location specific markets on occasion, to really connect with their consumers on the ground in particular countries. A campaign like #NoFilterJustRayBan works great for that, but if Ray-Ban wants to access a wider audience they’ll need to make a bigger statement, and a more memorable impression.
Campaign by DDB Brussels