Creative and Original Advertisements Part 2: Guerrilla Marketing
Guerrilla marketing is defined as any non-conventional and innovative marketing techniques, at a low cost, aiming at obtaining a maximum exposure for a brand or a product. This marketing strategy, when well executed, is very powerful at creating buzz and word of mouth. The main advantage of guerrilla marketing techniques compared to print and TV ads is the relatively low cost incurred.
Nowadays, it is crucial to be sure that consumers see and pay attention, even for a few seconds, to your ads. To be sure that consumer will remember your ads, it has to provide an emotional response in their brain. Guerrilla marketing is a relevant means to attract consumers’ attention in a world full of print, billboard and TV ads. Here are some successful examples that can inspire you to stand out from the competition.
Guerrilla marketing is then becoming more and more popular as its cost contrast with the huge cost incurred by ads in newspapers or on TV. These successful and original examples prove that simple elements of our daily life (a car, a sofa, restrooms, bus stops, etc.) could be transformed into marketing supports. The main contrast with traditional marketing techniques is that, most of the time, people enjoy it, take pictures, share it on social media and participate to create buzz and powerful word-of-mouth.
It is also a practical way to make us ponder about important subjects such as global warming, malnutrition or child labor. Indeed, it is a particular form of advertising as people can often interact with the ad or the object. Interaction sensitize more than just print or TV ads. The UNICEF dirt water machine, the ketchup landmine campaign or the Israeli cancer association action are very practical examples.