Archive for April, 2010

Denver Water

For Denver Water, conserving water is a big part of their business and the Denver way of life. When researching the company’s background by visiting their website, I noticed a lot of their advertising is guerilla oriented. This ad in particular stood out to me because it’s clever and straightforward. The ad shows a park bench with plenty of room for one person to sit on painted with Denver Water’s signature orange color. The rest of the bench is missing. This strategy shows the customer that even though you will be conserving water, you will still have enough to use for your own personal needs. Also, the copy on the bench says “USE ONLY WHAT YOU NEED,” which strengthens the connection between conserving water and the partially intact bench that’s big enough for one person. Denver Water’s guerilla advertisement is not only creative but it is successful in spreading the issue of water conservation in eye-catching, thought-provoking kind of way.

Chinò

Chinò is an Italian soda and their company used this guerrilla tactic. They decided to have straw sticking out of the ground and at the bottom it says Chinò They did this during the summer when it was hot and warm. The strategy behind this was to attract thirsty people in the hot, hot sun who hopefully check out the straw and choose Chinò to refresh them.

Western Union

This is a guerilla marketing campaign for The Western Union, a company that transfers money from one place to another for just a small fee. Their campaign needed to be simple and promote what they do. They did this by placing stickers in specific locations on a grocery checkout lane. Showing money moving from one hand to another via the conveyer belt. A simple slogan of, “ The fastest way to send money” being displayed above. This campaign works for many reasons, one being that it is a unique place to catch peoples attention while they wait in line. Maybe while mom and dad wait to pay for their groceries they will think of us poor, starving college students.

Feed SA

Guerilla marketing is a way to promote a product or a service in an unexpected but relevant way.  This example is for Feed SA.  Feed SA is “a charity dedicated to feeding disadvantaged people throughout South Africa.”  Decals were placed in shopping carts that showed hungry children begging for food. Every time the shopper placed an item in their cart, it seemed as if they were handing the food to the child. The decals read “See how easy feeding the hungry can be?” Along with the decals in the shopping carts, there were collection tins posted at every exit of the store.

The strategy of this campaign was to show people that donating to this charity is a simple way to feed a starving child.  The decals pulled at the heartstrings of shoppers every time they placed a new item in their cart. Seeing the begging child in their cart so many times during one visit basically forced shoppers to donate as they left the store.

Mini

This was a guerrilla campaign by Mini Cooper in Amsterdam. The campaign involved putting Mini-sized boxes out with the trash and covering them with some wrapping paper and tape. This was executed Christmas morning making it look like people had received Minis as Christmas gifts in conveniently packaged boxes. It’s a fun, different way to advertise the Mini which resonates with Mini Coopers brand personality. The strategy here was to promote the Mini Cooper as an  affordable compact car.

Mercedes “Test Drive”

This guerilla campaign by Mercedes Benz was brilliant. They went around a few cities and placed temporary Mercedes crests on the hoods of cars. Attached to the crest was a card that read “Enjoy your test drive” with information on how to find local dealers that could provide them with an actual test drive.

The strategy of this campaign was essentially to position the Mercedes-Benz brand as the superior car manufacturer in their audience’s mind. The ornament on the hood of Mercedes’ cars is certainly one of the most identifiable symbols of their brand, and this campaign perfectly plays to this idea. While the drivers probably did not actually feel any different with the ornament on their hood, it’s a perfect way to continue positioning the Mercedes-Benz brand as a top-of-the-line option in the automotive industry.

Keep playing.

This is a guerrilla advertising campaign for a casino called Casinò di Venezia located in Italy. I found it in a search for guerrilla campaigns on the web. It struck me as an interesting execution because it’s a moving and interactive approach. Anyone who has to pick up their bag or suitcase off the belt will notice something about it, getting the message noticed.

I think the strategy was probably to inspire travelers to go and spend some of their free travel time and go gamble. This is put into action by turning baggage claim into a spinning roulette wheel. The image is clearly noted and would probably catch people in the airport’s attention.