Guerrilla marketing is the sexy renegade aspect of traditional marketing that gets a lot of attention for its creativity and engagement. Over the past decade brands have been pouring more and more money into digital marketing campaigns, often at the expense of traditional media, but guerrilla marketing ties the two together.
With the growth of the internet, once localized guerrilla marketing campaigns are now seen all around the world through YouTube and social media sharing sites. Smart brands are looking to make that initial local advertising impact and then use that momentum to shift the popularity and viral spread online. Often times real live humans walking on the street are part of the advertisement and interact with it directly. In the very best, the human reaction is the most engaging part of the campaign as we watch surprised and bewildered reactions.
We can’t get enough of these guerrilla campaigns either, so we’ve rounded up a few of our favourites and tried our best to explain the often weird message of these marketing tactics.
1. Frontline Flea & Tick Spray
Using perhaps one of the largest floor graphics ever, creative agency Saatchi and Saatchi in Jakarta created a huge print out of a dog and laid it on the floor of a popular mall. Now, we’ve created large floor graphics before, but nothing to this scale. The humans were the fleas but you really only noticed this from a few stories up. The classic reactions from the shoppers say it all.
2. St Vincent De Paul – Steve
In order to increase awareness of the needs of the homeless and increase fundraising St. Vincent de Paul, with the help of the agency Young and Rubicon Australia created this eye catching advertisement. It tells the powerful story of Steve – a normal dad whose wife’s illness sent he and his children to the streets after losing his job. Thankfully there was a happy ending with the help of St Vincent de Paul.
Something like this could be created using something like custom cut die cut vinyl stickers, which allow easy application and removal. You wouldn’t want a permanent sticker stuck to the sidewalk for just a temporary guerrilla campaign. What’s interested about a project like this is the marketer may think creating something like this is hard to do, but a simple discussion with your graphic designer and printing company would get the plan in motion!
3. Coca Cola – Happiness Machine
Who doesn’t jump for joy when the snack machine dispenses two items for the price of one? What about a Coke machine that dispenses endless Cokes and pizza? Watch as a Coca Cola machine is set up on a college campus and start pouring out happiness for the price of a soda.
While Coca-Cola is not a newcomer to ingenious marketing tactics (#ShareACoke anyone?), with almost 6 million views as of publishing, creative agency Definition 6 hit it out of the park on this one.
4. Heineken – The Negotiation
Heineken are the masters of guerrilla marketing and they do it better than almost everyone else. Here we have video of a clueless couple come upon the opportunity of a lifetime, if they can agree on one thing. Can the men convince their significant other to pay an exorbitant amount of money for some stadium seats? If they did Heineken would send them to the UEFA Champions league final game. In perhaps one of the funniest male/female social experiments in advertising, we watch as one lucky couple wins the tickets. And thankfully the ending is nothing like LG’s apocalyptic disaster.
It’s refreshing to see such creative marketing campaigns in see of boring me-too billboards and commercials. People love it when brands are exciting and bold, and these brands are often rewarded in the free market as a result.