I decided to post this one example because I found it to be a creative way to show the profession and what the person does with the card. This was a user submission. If you’d like to write and contribute to this blog, leave your e-mail in the google friends connect and I will get in touch with you!
This guerrilla marketing example is pure genius. This is truly creative marketing.
Imagine your surprise when you are walking through the mall and all of a sudden a dog runs past you with a bag of dog food in his/her mouth. Since the dog clearly doesn’t have a wallet to pay for it, he/she apparently must have “just fetched” it. Several dogs in South Africa were trained for a cute ambient marketing campaign for Eukanuba to carry a bag of Eukanuba food (empty) and then to do the same between specific points in the mall.
Agency: Saatchi&Saatchi SA
Guerrilla marketing, Viral Advertising, Advertising, Social Media
October 2003: Smirnoff
Smirnoff – the Vodka producer – used steam jets and stencils to decorate a busy underpass in Leeds without prior permission form the Government. Stylish slogans and catchphrases were added to the underpass in attempt to promote Smirnoff Ice (alco-pop) to the young public.
However, the Government were soon on the case, branding Smirnoff’s guerrilla campaign as “vandalism” and have slapped a cleaning fine on the company which is expected to cost several thousand pounds.
Smirnoff apologised for their failure to ask for permission and have accepted to clean the underpass once their campaign has finished.
Our Assessment: It is always important to get prior permission from the Government if you are to perform such a task. However, Smirnoff have been lucky to negotiate leaving the “art work” until their campaign has finished accepting to pick up the cleaning bill at the end.
The success will depend on the sales it has made in relation to their cleaning bill. However, I’m sure that being in a busy underpass in a large city will certainly have tipped the balance in their favor.
October 2002: Acclaim Entertainment
Acclaim Entertainment – a computer game company – introduced a marketing scheme to promote the release of their latest motor car racing game: Burnout 2.
The game, released on 11th October 2002, was promoted with Acclaim vowing to pay for any speeding fines issued on that particular date. Unsurprisingly, the Department of Transport immediately hit back insisting that the promotion would only encourage unnecessary speeding and dangerous driving.
Acclaim said that they thought the idea was a good way to “ease the financial pain” for motorists who were fined.
Our Assessment: Although the scheme itself was not illegal, the proposal of paying for fines may encourage people to break the law. This raised much opposition from the Department of Transport and from many of the public: although some people actually favoured the scheme…boy racers?! However, the extent to which the scheme was covered in the media certainly marketed the game alone. Based on this media coverage, was the scheme a success? I think so!
September 2002: Midland Mainline
A guerrilla marketing scheme performed by Midland Mainline, has caused a potential upset amongst the public. An intended targeted mail shot saw thousands of people receiving a promotion who may well feel that they have caused an illegal driving offence on first viewing.
The mail was in the form of a parking offence ticket, inside a transparent polythene envelope, in its realistic orange colour with the bolded words ‘PARKING OFFENCE NOTICE’ written clearly on the front. Below these words is what appears to be a stamp branding the words ‘City of London’.
For those people that had visited London in their car recently would have immediately jumped to the conclusion that they have been fined for an illegal parking offence: the over-riding thought being that you parked within a restricted area on Midland Mainline premises. For those that had not visited London, they can only be too curious about what the details suggest on the inside. Either way, the mail shot has potential to cause an instant gut feeling from both sides.
On opening it is clear that the details on the inside, again written in realistic printed handwriting, are not yours (due to a fictitious scenario). Immediately, to all people, it may cause a reaction to believe that the ‘real’ offender’s details have been sent to the wrong address. To some people, the worrying thought is that the ‘real’ offender has registered the car to their address: therefore suggesting that the car (a BMW in this case) has been stolen or purchased illegally.
After a few minutes of worrying, it is now that the reader may start to read the rest of the information printed on the lower half of the ticket and on the reverse. This is where it becomes clear that the mail shot is not a parking offence notice. Yet again, the company information of Midland Mainline has been consistent it its presentation: looking just like how you would expect the finer details of a parking offence to appear.
Our Assessment: The lesson to be learnt from this is that successful guerrilla marketing should get the attention of the public in a way that they will be impressed by, enjoy, amused by…you get the picture. It should not be performed to an extent where it can cause upset or give people unnecessary pressure to get their attention. We hope that Midland Mainline will revise their tactics in future marketing schemes…for their sake and for ours.
August 2002: Vodafone
A good example of guerrilla marketing happened in August 2002 where the leading mobile phone company – Vodafone – endorsed two men to ‘streak’ at an International Rugby game with the corporate logo painted on their backs. As you can imagine, not only did the couple find themselves in big trouble, but Vodafone also landed themselves in the frame for legal action.
Our Assessment: Illegal stunts do work because they will (or more than often do) get the attention of the public through the media, but for a small business, it is fair to say this is not the most effective (and legal!) approach for marketing your business!
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 1983 book Guerrilla Marketing. The term has since entered the popular vocabulary and marketing textbooks.
Guerilla Marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, pr stunts, any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerilla marketing now utilize cutting edge mobile digital technologies to really engage the consumer and create a memorable brand experience. Great examples of this type of marketing include products such as T-Shirt TV T-shirttv.com, the mobile media chariot or video segway, and ice cream truck advertising, created by Guerrilla Marketing companies like Brand Marketers. – Wikipedia
Here are some examples!
The main objective of a Guerrilla Marketing Campaign is to grab the attention of as many people as possible. So where does one look to find as many people as possible? Well the streets of New York City, for starters. Folgers covered man holes throughout the city with big steaming cups of coffee. The tag line simply asked for the city that never sleeps to wake themselves up with some Folgers. Not only was the tag line catchy but the campaign was near impossible to miss. With millions of people walking the streets of NYC everyday, how many thought they almost walked into a cup of coffee.