As a company, what do you do when consumers have grown tired of and immune to big budget advertising? Some turn to guerrilla marketing and create clever small-scale or large-scale stunts to shock audiences and promote their brand. Guerrilla marketing can have a great impact on audiences because it simple to understand, easy to implement and in most cases, very inexpensive.
Here are five successful guerrilla marketing campaigns–which ones are your favorites?
1. Absolut vodka
Why it works: Clever use of location, you have a captive audience at the luggage belt because everyone is waiting and any distraction is a good distraction. Also, even if you would never act on it, the thought of nabbing something interesting from the belt is indeed tempting.
2. Loctite super glue
Why it works: So simple–it demonstrates the effectiveness of the product and captures the audience’s attention.
Why it works: What better way to shock wealthy New Yorkers with the contrasting reality of life in a different part of the world? A vending machine with disease-ridden water is a great way to catch the attention of passersby that take clean water for granted. The UNICEF message was simple: $1 is enough to ensure a child gets clean water for 40 days–a message in a bottle that resonated with the audience and got people to donate.
Why it works: Has your daily commute gotten boring? The message: shake things up with a Volkswagen–it’s a fun car to drive and it’s fun to be in the fast lane.
Why it works: A Dutch agency created this clever marketing campaign for its insurance client. Not only did the agency put videos of these fooled drivers online, but they offered free stickers to viewers so they could fool their friends. The stickers ran out after two days as word of mouth advertising spread across the Netherlands.