Guerrilla marketing, or surprising and creative advertising.
What is guerrilla marketing?
Known in English as guerrilla marketing, it is a form of advertising that should be low-budget from the outset. Such ads are characterized by their unconventionality and are based on triggering emotions (the so-called WOW effect) in a potential customer. The placement of the ad, the timing when the recipient sees it, and its unconventional form all matter. The main goal is for the recipient to remember the ad and form an emotional bond with the brand.
See also: 7 phenomena changing the face of digital marketing in 2020
10 most interesting examples:
10. Spotify
To mark the Blood Moon, it published a special playlist based on the 12 astrological signs. A separate playlist was created for each zodiac sign. It was available to Spotify users in the US.
9. Spider Man 2
To mark the upcoming premiere of the movie Spider Man 2, several concepts were devised, including a urinal placed high on the wall in a men's restroom.
8. McDonald's
A pedestrian crosswalk was transformed into a giant box of fries, making passersby crave this popular fast-food item.
7 Colgate
Surprising everyday stunts
The company created popsicle sticks in the shape of a toothbrush. It used the same idea for cotton candy and lollipops too. The words "Don't forget" on the sticks are meant to remind people to brush their teeth every day.
6 Ikea
The company launched a special tram running straight to the IKEA store. The interior was redesigned to resemble a home and to make the seats as comfortable as possible. During the ride, passengers could also count on a gift in the form of a small vase.
5 Nivea
Nivea came up with a fantastic idea and created a bench showing the "before" and "after" of using anti-cellulite cream.
4 Frugo
The Frugo campaign aimed to encourage younger consumers to try the various flavors of Frugo drinks. Its task was to promote the company's big return to the market and remind people of it.
3 Nikon
Brands that went a step further
Nikon set up a billboard with a motion detector; as soon as a passerby reached the ad, camera flashes turned on automatically. The person walking by was supposed to feel like a star walking the red carpet, surrounded by paparazzi.
2 Tyskie
The brand wanted to encourage younger consumers to try its beer. Photos of perfectly chilled beer were stuck on the doors of bars, restaurants and shops. It is impossible to resist the temptation to order exactly that beer after entering the shop/bar/restaurant. The brass handle made it so that not only could you see the cold beer, but the person opening the door felt as if they were holding it in their hand.
1 Axe
Axe promotes itself as a deodorant that will make any woman unable to resist. This ad shows exactly that goal. A second sign, designed in the same style, was attached to the universal evacuation route sign, featuring running women.
Guerrilla that sells and entertains
In guerrilla marketing, the idea is what matters most. See also other interesting ideas, this time for packaging: 12 creative packages that will change our planet.
Summary
The examples in this list show that effective guerrilla marketing is based on simple but surprising ideas – from a Spider-Man-inspired urinal, through Colgate's innovative sticks, to Nikon's interactive billboards.
Brands such as Tyskie and Nivea prove that thanks to creativity you can stand out even without a big budget. It is proof that in this field, the key is building an emotional bond with the recipient at the place and time when they least expect it.
