Guerilla Marketing: (noun) Highly aggressive marketing that uses unconventional, attention-getting techniques to get maximum results from a minimal effort.
Guerilla marketing is a growing phenomenon, and consumers seem to love it. Who am I kidding … I love it! It’s fun. It’s fresh. It’s engaging. It’s impactful. I nearly always find the concepts bloody brilliant! What I find interesting is that due to the implicit non-traditional nature of guerilla marketing, it is a great opporunity for companies to consider sustainability in not just what they market, but also how they market. But is it effective?
Thefuntheory.com, a Volkswagen initiative, demonstrates that human nature leads people to be more involved in things they find fun. One of my favourite examples was shown in a marketing class, focused on trying to get more people to take the stairs rather than an escalator or elevator. Volkswagen made the stairs “singing stairs” and decorated them as piano keys, proving through video footage that people wanted to take the stairs to see what happened. Techniques like this demonstrate the value of fun and unique approaches to gaining consumer attention. Simple. To-the-point. Achieves sustainability from a social health perspective.
More recently, Reebok and CrossFit teamed up to create the largest 3D painting in the world in London’s Canary Wharf area, breaking the Guiness World Record! Generating consumer engagement, Reebok and CrossFit encouraged consumers to complete their workout on a snowy ledge over the extreme canyon depicted below, sharing their images through social media. I was beyond impressed by the 1,160.4 square meters by 106.5 square meters picture showcasing a stunning waterfall and deep canyon. The concept is brilliant!
Reebok & CrossFit 3D Guerilla Marketing
Based on these two examples, it is clear that in order to guerilla marketing to be successful, it must be eye-catching, engaging, and fun. Like traditional marketing, I believe that guerrilla marketing still needs a call to action to be effective, whether it’s a call for purchase or engagement. However, guerilla marketing intended solely as presence marketing would obviously not require the same call to action. Considering the overall positive consumer response to guerilla marketing, I would argue that yes – it is effective. Some other guerrilla marketing campaigns that I think deserve notable mention are:
7-Eleven converted some of their stores to look like Kwik E Marts leading up to the release of the Simpsons movie.
Havaianas used flowerbeds in the shape of their sandals.
The City of Denver cleverly removed a large portion of a bench in an effort to encourage responsible water use. As a sustainability nerd, their use of guerilla marketing to encourage sustainable behaviour is one of my favourites!
Ikea decorated a bus stop using Ikea furniture. This effectively illustrates the multi-purpose nature, small size, and durability of Ikea products.
What are your favourite guerrilla marketing campaigns?