Wimbledon Grass Art Guerrilla

JWT agency of London commissioned this grass art by Ackroyd & Harvey to promote the 2008 Wimbledon Championships. Grass was the medium chosen because it represents the very essence of Wimbledon, the most famous grass tennis tournament in the world. The art was created by projecting black and white versions of the images chosen onto the grass as it grew in a dark room. The gradations of the subtle changes in light caused the transference of the photograph into the grass itself. The time required for the image to fully develop was 86 hours - a full week of 12 hours worth of exposure per day.

The people chosen were random individuals present prior to the start of the tournament. The area where these pieces of grass art were displayed was a high-traffic area where people were camping out and waiting to purchase tickets for the tournament. A small stand next to the pieces displays information on the individuals pictured: Tara Moore, a player competing in the Wimbledon qualifier; Eddie Seaward, head groundsman for the tournament for a whopping 15 years; and Lizzie May, a coach for the Junior Tennis Initiative for Wimbledon.

This was truly an ingenious way to use promotional plants to connect an artistic message with a relevant and practical one. The visuals are not only enjoyable, but they represent a marriage of both art and science and fun and pragmatic. Very clever campaign, if I do say so myself.

Via: AdsoftheWorld.

Tour de France Guerrilla Stunt

To promote their coverage of the Tour de France, SBS ran this guerrilla campaign in Melbourne, Australia. The stunt featured a man completely decked-out in pro-bicyclist gear who peddled away at this stationary and powered this outdoor ad to promote the coverage. The bicyclist pedals from 8 A.M. to 4 P.M. every day during the Tour and only has 2 days off like the participants in the actual race.

This is a really interesting and clever way to attract attention, but I'm not so sure it is successful. If this was the only cyclist then it was an extremely limited guerrilla stunt. The color and ingenuity are both on-key, but exposure is the main importance in guerrilla promotions, and having only one cyclist definitely limits the amount of impact created by the stunt. I'm not sure the location is the most ideal either - is this even in a high-traffic area?

Promotional outdoor and sports items are a great way to promote a brand; the important thing to remember, though, is that the power of the campaign is determined by the presence of the item and the message, as well as how many people actually see the stunt.

Via: AdsoftheWorld.

Boral Cement Truck Guerrilla

This is a really cool guerrilla promotion that was thought up by Brave advertising agency in Sydney, Australia, for an environmentally-friendly construction company named Boral. In order to promote their eco-friendly cement trucks, the agitators on them were covered in promotional stickers that displayed vibrant, hippie-esque colors along with the slogan "happily powered by natural gas."

I am extremely impressed with the ingenuity on this campaign. The execution is flawlessly tied in to the environmentalism which it addresses, not to mention the creative use of a space I've rarely seen used for advertising before. The only thing they should clarify is what impact cement trucks that do not run on natural gas have on the ecosystem, but I understand that this is difficult to do on the cement trucks themselves. Their website actually contains information regarding the environmental impact, but perhaps some traditional advertising in the local area would reinforce the significance of their environmental initiatives. Perhaps even a tease to their website would have been sufficient.

All I've got to say is: bravo! I wish there were more guerrilla promotions out there like this one! But then I suppose they wouldn't be as effective...

Via: AdsoftheWorld.

Water Guerrilla Campaigns

This is extremely similar to the UNICEF well guerrilla we discussed a couple of weeks ago. I find it very interesting that both of these campaigns took place in Asia, as this idea initially seemed creative to me. I suppose the real test of creativity would be to find out which campaign took place first--something of which I'm currently unaware.

Anyway, this campaign, targeted at the Chinese population, was meant to raise awareness and funds for the drought problems of Western China. As with the UNICEF well, when coins are dropped into the container, the water level rises. Once there is a certain amount of coins (or perhaps it's more directly related to weight of the coins...) the water will flow out of the side and into the open mouth of the dummy person.

Personally, I think the execution is much better on this campaign than in the UNICEF one; it's a lot more aesthetically pleasing. I wonder how the donation amounts compared between the two. My guess is that the UNICEF campaign fared better because of its reknowned and well-respected name, and because the Chinese are not accustomed to charity as it is not a part of their traditional culture.

In my mind, though, there are much more interesting and creative campaigns out there, like one that took place in Denver, Colorado. In order to promote water conservation, the conveyor belts at checkout lines were made to look like flowing river rapids, probably through the use of promotional stickers. The sticks that separate the items were then printed with the slogan "use only what you need." This is a very small campaign from the looks of it, as I believe it took place only in one grocery store called Sunflower Market in a hip neighborhood of the mile-high city. Innovative nonetheless. It's somewhat ironic how a smaller campaign can actually be more relevant.

Via: DirectDaily and The Denver Egoist.

Ponds Outdoor Guerrilla

Keeping with the desirability of fair skin in China, Ponds recently ran this guerrilla outdoor campaign touting the UV skin protection benefits of their moisturizing lotion.

Personally, I think the execution is simple and straightforward. The ad features an overhang which shades the Chinese model pictured from the sunlight as she stares up at it, smiling. The outward-facing side of the overhang then displays the product, brand name, and slogan--"white beauty with uv protection." The overall image created by this ad is effective because of the cultural considerations taken into account. For example, it is common to see Chinese women carrying around parasols or umbrellas to shield themselves from the sun. Thus, the shielding of the sun for the model in the photo is a visual metaphor that is easy for the Chinese culture to grasp.

If your brand relates to the sun or UV protection, perhaps promotional umbrellas or promotional sunscreen are a creative and fun way to draw attention to your brand. Relevant visual connections like these are essential in establishing consistency for the brand in the consumer's mind, so be sure to capitalize on them!

Via: DirectDaily.

Mad Men Subway Guerrilla

We have another NYC subway takeover campaign on our hands! For the Season 2 Premiere of AMC's "Mad Men" this entire shuttle subway car was bought out and decorated from floor to ceiling.

This is similar to the Hugo Boss Pure Cologne guerrilla campaign on some New York City subway cars from a while back; however, I feel as if the execution is slightly better--or at least more relevant--on this one. The subject matter seems more closely related to the subway in my mind. Think about all of the advertising men that have traveled through the same subway tunnels on their way to work. Quite interesting when you ponder it, really.

The browns, reds, and tans really complement the subway car itself quite nicely, and I think that the visual impact is powerful; it really makes you feel like you're back in the 50's and 60's! The use of promotional stickers to garner this sort of impact has become quite popular recently. I suppose you can't blame them - the effect is striking, and while people are riding they can't escape the message.

Via: AdRants and Jimmy Crack Corn's Flickr Stream.

Guerrilla Promo: McDonald's Egg

This is just egg-cellent... and a magnificent example of the pure genius of creativity on the part of Leo Burnett!

In order to demonstrate to customers when they are serving breakfast, this McDonald's outside of Chicago had a custom outdoor fixture placed outside of their store. It takes the shape of an egg, and from 6 A.M. to 10:30 A.M. - when breakfast is served at the Golden Arches - it remains open to visually showcase a fried egg in the center. All other hours of the day, the outdoor item is simply a closed egg. I think it'd be really interesting to see this thing opening. For those people who really want McDonald's eggs and breakfast, I'd hate to see it close as they approached!

"Fresh Eggs Daily" is the slogan used for the campaign, and it is written on the yolk of the egg that is visible only when cracked open.

This is definitely a great example of the power of a visual to convey a message. Use this as inspiration for your next promotional campaign by remembering that simple is always better. To cater to those consumers with an appetite - like those that McDonald's undoubtedly targeted - promotional food and drink items are always eye-catching and stomach-satisfying. Get noticed by enticing the senses.

Via: AdHunt.

Guerrilla Tip: Capitalizing on Promo Situations

As with all marketing or promotional campaigns, timing can either make or break your guerrilla promotional efforts to reach your target audience. It's also extremely important to spot golden opportunities to distribute brand schwag or promotional items to customers in order to connect to them through a different means and on a different level than simply with your company's product or service.
I'm going to use Apple's iPhone 3G release on July 11th, 2008 as a case study for guerrilla promotion... or lack thereof. When I went by the Fifth Avenue flagship Apple store, I was not surprised to see the long lines and crowds. What I was surprised not to see, however, was an abundance of companies in conjunction with Apple--or even Apple itself--handing out promotional items or schwag.

One of the basic lessons in marketing is that word of mouth is a much more powerful technique than any other. Now, remember that power is different from reach or impressions. People are much more likely to listen to their peers regarding everything from media habits to brands favored. That is why when opportunities arise to create word of mouth, it is essential to capitalize upon them.
One company that came close to doing this was Jirbo. One of the many companies to create programs for the new iPhone platform, Jirbo handed out promotional t-shirts and fliers to those who waited in line in the sweltering heat of the city. Effective at reaching the target audience?--yes; the best use of their budget?--probably not. They should have considered the weather, potentially handing out promotional bottled water (The Apple store employees actually did this, but it was just regular bottled water without their logo). Jirbo could have also given away coupons for people to get some of their priced games for free. Another company--this one web-based--had scantily-clad girls handing out bland fliers that had been printed out on computer paper. Sex sells, yes, but it only gets you so far.

So what could have been done, then? Well, as I said previously, Apple could have given away some ice-cold promotional bottled water to keep their customers cool and excite them about the brand even more. I'm sure the people would have kept the bottles when they were done with them, in order to save them as a collector's item. Popsicles could have worked well too. With Apple's status as a "cult" brand, it would be extremely difficult to go wrong with a promotional item. T-shirts, stress balls, key chains, raffles for a free iPhone; do whatever it takes to get people pumped about the event. Granted, the TV stations were already there, but this could have garnered some more free media attention.

No brand is ever too popular or too big to use promotional items for clever guerrilla stunts. The key is just thinking creatively. Even Apple stands to learn a lesson in this regard. The bottom line: if you're going to do it, why not go all-out?

Booty Sweat Guerrilla

This guerrilla campaign hasn't happened yet, but when I caught wind of it, I knew I had to write about it! For Ben Stiller's upcoming comedy entitled Tropic Thunder, out August 15th, an energy drink called "Booty Sweat" is being licensed for distribution. Quite a funny concept to promote this movie! Even funnier, though, is the plan to create two distinct products for the urban market and the rural one. The urban market will have a description on the cans that is quite provacative and hilarious, while the rural market will simply have the can.

This promotional idea sort of reminds me of The Dark Knight guerrilla promotions that took place a couple of weeks ago. Although this really isn't a new phenomenon - think of the Harry Potter movies and all of the licensed products there - it really is quite an interesting and clever way to generate buzz for the movie.

This is just another example of how promotional food and drink products can be a great way to promote an event, idea, or brand. Let's just hope it doesn't taste like the brand name suggests...

Via: Perez Hilton.

Sweet Pete's Bicycle Guerrilla

In a recent promotion for Sweet Pete's Bike Shop in Toronto, promotional stickers in the shape of kids heads were placed on the side mirrors of cars in order to create the illusion that the kids were riding their bikes directly behind the vehicle. The way that the stickers marry the cause of bicyclist safety with catching the drivers' attention demonstrates how excellent and airtight the execution was on this guerrilla campaign.

I think the most powerful part of this clever guerrilla stunt was the fear-based emotional appeals of the stickers. There's nothing like tugging on the good ol' heart strings! Of course, the "look before you leave" slogan reinforced the message, but the shock factor was the driving force.

Via: Stuff4Restaurants.

Guerrilla Brand Enthusiasts

When a brand becomes so ingrained and submersed within the minds of its consumers that it develops a "cult" following, it becomes common knowledge that the company is a major deal. The best brands come to mind - Apple, Coca Cola, Volkswagen, and so many more - when one considers such followings and die-hard loyalties over products. But what is it about these products that gets us so involved? Is it the packaging, the advertising, or, on a deeper level, is it the needs that the brand and product both fulfill on a physical and emotional level?

Well, with those questions in mind, consider a new phenomenon taking place across the country, manifesting itself especially in New Orleans, Louisiana. Youngsters across the city are expressing their brand loyalties louder and prouder than ever by driving in quasi brand-mobiles - cars completely made-over to look like the packaging and image portrayed by a particular brand. Some of the brands chosen are surprising - everything from Flamin' Hot Cheeto's to Lemonhead candies to Lucky Charms - but each particular brand certainly demonstrates the personality and character of the drivers.

What is truly mind-boggling is thinking about the possible trademark infringements that could accompany these brand-mobiles. Is the brand really being portrayed the way they want it to be and by whom they would want to represent it? Chances are, probably not. This then begs the question, where do we draw the line between expression and infringement; when does the car become the brand itself as opposed to a mere rendering? Fascinating questions, really.

Either way, using cars as a means of expression of identity is not a fresh or novel concept. On the other hand, using personal cars (as opposed to NASCARs, business vans, or delivery trucks) as a means to advertise is a relatively new field. Like the stairwells we discussed yesterday, cars are an advertising frontier that is largely unexplored - and perhaps for good reason! Think about how distracting it would be to see even 1/3 of the cars on the road fully decked-out as brand-mobiles. The visual clutter would make it extremely difficult to break through to the audience. And, while some people get paid to advertise on their cars, these individuals make a conscious choice to align with the specific brand.

Yet again, the use of promotional stickers in a creative way can get your brand noticed and garner much positive - or, in this case, potentially negative! - attention that can break through the clutter. Consider this as an alternative means of getting the message out there, if you can somehow make it relevant to your brand.

Via: The Times-Picayune.

Guerrilla Tip: Using Stairways to Advertise

We walk all over them, they are bland, and they are a space left to dominate in the world of marketing and advertising. Stairways are a territory largely unexplored in the realm of promotion. Though some stairwells might be tight and cramped, think about how clever and creative it would be to utilize this space to make a powerful visual that will catch peoples' attention and hold it, gaining positive exposure for a brand, event, or cause.

Whether it's in the subway, in an office building, or on the street; stair-vertising can create a comprehensive image of the typically insipid space represented by stairs. This image can be simple or complicated, depending on what is best for the situation.

Take a look at the photos I've posted above, everything from books to suitcases and trade show booths to windsurfing is showcased; stairs can be a really fun, playful, or even serious way to advertise. In the same vein as the DHL escalator advertising that we previously discussed, stairs, if used in the correct manner, could be the right solution for your next guerrilla/nontraditional marketing campaign. The key is to select the right stairwell at the right place and time to get maximum impact for your money. Make sure it's somewhere where it can be seen from both up-close and afar. The stairs are then easily transformed through the use of promotional stickers.

Via: Stuff4Restaurants.

Last photo courtesy of PRblog.

UNICEF Well For Clean Water

In order to raise money for the 17 million kids in Vietnam who do not have access to safe and clean water, UNICEF placed these "wells" around bars, clubs, and restaurants in the wealthier sections of Vietnam. The wells are extremely creative in connecting the visual aspect of this fundraising campaign with the cause at hand because the water level rises in the container as coins are dropped into it, therefore symbolizing the increase in opportunity to provide clean water to the citizens of that country and around the world.

This campaign is part of a United Nations initiative called Millennium Development Goal, which plans to cut in half the number of individuals who lack access to safe water and basic sanitation by the year 2015.

This is an excellent example of a promotional bank or container that fits the cause at hand. Always remember that the best marketing campaigns--especially guerrilla ones--are specific to the cause, brand, or event and draw positive attention to it through the marketing initiatives. In this respect, UNICEF was indeed successful.

Via: DirectDaily.

Yuzu Sushi Car Guerrilla Promo

Just in time to show appreciation for National Culinary Arts Month, this car, and several other delivery cars, I'm sure, was outfitted with a spare tire that is made to look like sushi. The visual is meant to advertise the delicious dishes at Yuzu Sushi Bar in Quebec, Canada. This is an excellent example of thinking outside of the boundaries of what other people have previously done for their marketing efforts. What immediately comes to mind is the shock value of seeing the visual of food there instead of a tire, as well as the success it could have if the car was delivering during rush hour and around meal times, when peoples' appetites are roaring.

This idea is one that can be used in many different food industries, as a promotion for bakeries or pizzerias, for example. Although promotional food and drink items may not be new or striking, it truly is in how and where the product is used that makes the promotional effort effective. SO think up new ways to grab the attention of your target audience and drive your brand home with a simple but powerful message that will be in the right place at the right time.

Via: Stuff4Restaurants.

Dental Floss Pig

I'm not sure where this took place, but I think it was in New York.

At any rate, in order to promote Crest's new Glide Dental Floss, Saatchi & Saatchi of New York devised this striking visual. The pig is holding the dental floss around its neck - certainly an unexpected connection. However, what I don't understand is the significance of the pig. Does it need the dental floss to get out of that tight wedge between the two buildings? Is it supposed to be a visual pun - one that implies that we won't be pigs if we use this dental floss?

Inevitably, this guerrilla promotion broke through the clutter because of its sheer size and absurdity. Recall yesterday's "Gorge Grown" oversized carrots; giant-sized promotions can truly draw positive attention to your brand. On the other hand, though, is it truly wise of Crest to associate their dental floss with a pig? Doesn't the association seem a bit mocking?

I think that promotional bath and body products, including promotional dental floss, can be extremely effective if you not only pair it with a positive association, but have an enormous version of it to attract attention in the right spot. Crest, in this instance, accomplished the latter but not the former.

Via: I Believe in Advertising.

"Gorge Grown" Guerrilla

This is an example where bigger is better. An advertising agency in Portland, Oregon designed giant, oversized carrots that were placed around the bases of trees outside of a local farmer's market with the market's "Gorge Grown" logo on it. The enormous carrots were meant to draw in more than just bunnies, though... and I'm sure they accomplished their feat!

Considering that they lined an entire city block with these carrots, it reminds me of the Lee guerrilla promotion in Paris from a while back. Nothing like adding a bit of colorful scenery to the outside of an otherwise typical building!

We've talked about miniatures before, but never oversized examples of promotional items. Think of something relevant for your brand or company - perhaps promotional sports items if you're a sports brand, or promotional tool products if you're a tool or hardware store. The key is to connect the brand to something visually relevant that will attract positive attention to your company or cause.

Burn Notice Guerrilla in NYC

So while I was out enjoying the holiday weekend, I stumbled across a guerrilla promotion in New York's Union Square that I found quite entertaining. In order to promote the premiere of the second season of the show Burn Notice on the USA Network, a team of promoters dressed in bright orange shorts and white t-shirts braved the rain and skated around in rollerblades handing out promotional frisbees.

Despite the poor weather conditions, the promoters were enthusiastic and stopped to snap a photograph for me. The premiere is on July 10th, so I wonder how long this guerrilla campaign has been going on, and if they've done it in different cities. Also, I don't quite grasp how the rollerblades or the frisbees relate to the season premiere, but they are certainly an interesting and clever way to grab attention during the summer in New York City.

The success of this guerrilla marketing won't become clear until July 10th, but it certainly was a fun stunt!

Home Plus Supermarket Subway Guerrilla

This was such a great use of space and perspective that I couldn't ignore it! This recent guerrilla promo in the Chamsil District of Seoul, South Korea, involved the molding of the subway station into a grocery store, promoting the grand opening of a new HomePlus supermarket very close to this subway stop. The intended illusion of actually being in the store was quite effective and was created through the inventive use of promotional stickers.

There are two kinds of guerrilla marketing, as I posted before. This particular guerrilla promo effort was a great way to bridge the gap between promotional products (stickers) and utilizing a space effectively (the subway nearest to the grand opening of the supermarket). The only thing I would have liked to see, though, would have been some people in the station doing some giveaways. People are more likely to remember your brand with a product that has your logo on it, as well as with a person-to-person interaction.

Via: DirectDaily.

Ikea Balcony Storage

**Note: This was actually an ad campaign, but I think it is great inspiration to utilize your resources and be creative.

Because we have talked twice about Ikea now - the grand opening in Brooklyn, and the clever guerilla marketing they did on the Kobe Monorail - I am going to keep this one short. The use of color and relating the brand to the audience is great here. This campaign for Ikea in Germany was effective because it demonstrated how one could utilize the storage space on the balcony as an additional resource at hand, something very common in European culture.

The best guerrilla promo campaigns are aggressive but subtle; visible, but not for their own sake; and similar to other brand marketing but different enough to catch the eye of the target. In order to be successful at doing this, it is necessary to have a comprehensive understanding of your brand and target audience. Who are they? What do they do for a living? Where do they live, work, and play? How will you catch and then maintain their attention? The key is that there is no universal solution. The magic bullet of marketing and advertising is long in the past. Find your niches and cater to them. If your target
audience or consumer is young and hip, do a promotion with jazzy promotional sunglasses. If your target is part of the white-collar world, reach out to them with perceived quality via promotional polo or golf shirts. The product is equally as important as relating it to the audience, so choose wisely.

Via: CherryFlava.

Guerrilla Tip: Guerrilla Marketing During Economic Downturns

Let's switch gears today and talk a little bit about how guerrilla marketing can actually help your company during slow economic periods. With gas prices breaking record-highs each day, it's no wonder that consumer confidence plummeted to a 16-year-low last month. It is the mark of a smart and strong company to be able to adapt to the needs of its customers. In times of economic decline similar to what we are currently experiencing, marketing the benefits of your product and brand are more important than ever. Production and transportation costs are rising, which means budgets are being cut. This is where cost-effective guerrilla marketing fits in the grand scheme of things. As we have discussed previously, guerrilla marketing can help you obtain the most ROI from a small budget. By being creative, you can match your brand with consumers in a clever, fresh, and inexpensive manner.

Generally, there are two types of guerrilla or non-traditional marketing campaigns: number one, an unconventional use of a promotional product to promote an event, brand, or cause; and number two, an unconvential use of space being used. One example of the latter is demonsated by Ikea's recent promotions in both Brooklyn and on the Kobe Monorail. Both types of guerrilla marketing can be extremely effective when planned effectively.

The most successful guerrilla campaigns are those that not only call attention to themselves but also call attention to the importance of the brand or cause. Due to the visual clutter and thousands of advertising messages we are exposed to each and every day, it is extremely difficult to get noticed. Guerrilla marketing is not only a great way to combat this recognition problem, but also a means by which to stretch a strained marketing budget by generating free or low-cost publicity.

Get people excited about your brand, event, or cause by handing out giveaways. Think about how you can use word-of-mouth to your advantage. For example, on a college campus, spread the word about an awesome club by using a product (say, a promotional highlighter) and try to start a "pass along" game where people are told to share the news and the product with others. Use incentives to motivate people, such as raffles, drawings, contests, sweepstakes - whatever fits your situation. The only rule here is that there are none!

Additional Resource: Doing More With Less.

Guerrilla Promo: Help Me Read This

This guerrilla promotion on behalf of Children of the World is a great example of the process of social marketing and advertising. In order to generate awareness for high illiteracy rates in one city, a tear-off, self-stamped envelope was devised to be attached to magazines and books that illiterate children often sold on the streets. The envelope read "help me read this," and was a powerful and direct way to attract attention to the cause. Even more effective was utilizing the kids to walk on the same street corners on which they sold the magazines to try to encourage people to donate via the attached envelope. The award-winning campaign was successful at reaching its target and caused a marked increase in phone calls, volunteers, donations, and sponsorships.

This clever guerrilla marketing stunt is a prime example of ordinary items being used creatively to stand out from other firms who use products that are not relevant to the promotion at hand. Specifically, the use of promotional envelopes was genius and effectively solved the problem while simultaneously garnering support for this cause.

Via: Direct Daily