Nowadays advertising is everywhere: Television, Radio, Social Media, etc. Companies are finding it increasingly difficult to be noticed in the market. Faced with this problem, many companies have already decided to take a different path that provides them with wide and rapid dissemination without the need for the mainstream media: Guerrilla Marketing.
Guerrilla Marketing can be defined as a set of strategies executed through unconventional means which do not require large budgets and require a high level of creativity and ingenuity to design them. It is not only about including advertisements on the street or in public places, it is something that goes beyond the conventional. For a better understanding of what Guerrilla Marketing is, here are some outstanding examples:
Imagine walking in the streets and seeing coffee coming from a big kettle that is nearly touching the sky…amazing isn’t it? This is the idea of McCafé to attract people’s attention. In the cup where the coffee is pouring it is written: “Free Coffee” which gives the idea that coffee is real as if it wasn’t part of Guerrilla Marketing.
Colgate, the famous company that produces kinds of toothpaste and toothbrushes, used a great and original Guerrilla Marketing tactic. They created popsicle sticks, which resemble toothbrushes with chocolate and cake, to remind anyone that they should brush their teeth after enjoying an ice cream at the bar so that it can prevent tooth decay.
3 Crayola Crayons
The famous manufacturing company “Crayola” isn’t left without being part of Guerrilla Marketing either. Its creators have decided to surprise people with colorful crayons looking like they are falling from the package.
4 Joffrey Ballet School
What is a Ballet School advertisement without a ballerina figure? Not very inviting obviously. “Joffrey Ballet School” chose a ballerina image standing in a revolving door as part of Guerrilla Marketing. The ballerina is greeting everyone and this surely attracts people's attention.
Agency: Saatchi & Saatchi, New York
Creative Directors: Tony Granger, Barabara Boyle
Art Director: Menno Kluin, Paul Kwong
Copywriter: Jens Pfau, Glen Levy
Photographer: Dedjora Jutz
5 IWC Watch Brand
Have you ever thought you’d use the handles of a bus as an advertising element? It is an idea of the IWC watch brand, which has included its own design by customizing the interior of the buses. The bus user who uses the handles will see how the watch fits on his wrist and can get an idea of the product. An idea with a great creative force but which is closely linked to the product itself.
The advantage of Guerrilla Marketing over other forms of marketing is that it stimulates the imagination, so every artistic expression is influenced by this type of strategy. An advertisement for a paint brand can create a unique column, as we are seeing in the photo.
7 Kit Kat
This creative guerilla marketing is designed by JWT London. The banks that we find on the street are another common place for Guerrilla Marketing usage. In this case, KitKat has taken advantage of its own design and shaped them like a chocolate bar. At the bottom, we can see that the brand slogan "Have a break, have a Kit Kat.”
Orbit introduces a new kind of gum filled with juicy fruity using Guerrilla Marketing. As it is shown, the advertisement gives the impression that the gum is mouth-watering and contains such a large amount of fruit flavor that it is "dripping on the streets."
9 Superman Movie
Movie campaigns can use Guerrilla Marketing too. This marketing is created by JWT Brazil. Do you know what makes Superman so great? The way that he changes his clothes from his alter ego, Clark Kent, to reveal his identity as Superman. Superman Movie Launch Campaign managed to create a great strategy using a simple elevator.
The more people see an advertisement, the more likely they will know about it. Guerrilla Marketing helps in developing interaction between people and the product/service that is being advertised. The key of Guerrilla Marketing is not to appear to be directly an advertisement. It is not about sending direct and aggressive messages as we see on television or in magazines but impacting the public with original and different actions not seen before.