Guerrilla Marketing Pictures

The most important thing it’s to persuade. If you can't persuade, you can't sell. If you can't sell, you can't market. The originality and creative ideas let’s Guerrilla Marketing be one of the most efficiency and effective marketing strategies. But at the same time, more difficult to surprise the public.

 Some campaigns there are really spectacular but also very expensive. Simulate the aspiration of a Miele product like a balloon accident is an original idea but not everyone can pay it.

However the  goal of guerrilla marketing  is to get maximum results from minimal resources. Like this photo which shows a barbecue stores. Sometimes there are expensive campaigns, however the  goal of guerrilla marketing  is to get maximum results from minimal resources. Like this photo which shows a barbecue stores. 

Another example is the picture below. You can see how their watches feels in your wrist, altough you don't want.

One of the main advantages of guerrilla marketing is that it’s unexpected. It causes always an emotional response: laughter, shock or sadness are great sellers. What dou you do if you find this?

Could be you would be surprise or angry or happy. But there are one thing sure, you will catch the flyer and you won't throw it. You would read to know what it's all about.

Enric Carrer Vives

 After reading an article about grey market in Japan we are going to do a publish campaign of a wireless automatic vacuum cleaner. Even if the product is already invented, our new marketing way will make elderly people realize about its advantages.

The campaign will take place in any crowded place where elderly people could often go such as supermarkets, halls of theaters, operas, bus or train stations, airports, hospitals, chemistry, undergrounds... In all these placements, an elder couple would be doing different pleasure activities while the vacuum cleaner works around them. They will be reading the newspaper, riding in a static bike, watching TV or even dancing while the vacuum cleaner is cleaning the room!! Isn’t  amazing?

Gerrilla Marketing

Coca-Cola’s “happiness truck” has become a hit on the web, with more than 3 million views. 

“The happiness truck” took place in Rio de Janeiro and it is a Coke machine that spit out free Cokes. But it dispenses free Cokes as well as Frisbees, a surfboard, t-shirts, football balls, beach chairs...

The truck placed in the middle of the road takes the attention of pedestrians. When one of the pedestrians sees the button PUSH, and she push it, a free coke is spit out from the truck. The happiness feeling is visible on her expression. Thereupon, more pedestrians go to push the “magic” button and happiness is distributed among them.

With this guerrilla marketing campaign, Coca-Cola associate happiness with Coca Cola. The global brand director for Coca-Cola, Shane Grant, says the brand chose Rio for this major project because, “we wanted to show how happiness translates in markets around the world, not just the U.S. or Western Europe.” 

Grant says also that there are no plans to cut this video into a 30 seconds version and broadcast on TV in the U.S, as with the “Happiness Machine” video.

On the “Happiness Machine” the principle is the same, but is a Coke Machine who spits out free Cokes, flowers, pizzas… and even an enormous sandwich.

Watching the videos, saying Coca-Cola distribute happiness, is true.

TROPICANA

As the same way Benetton uses human common values in order to advertise cloths, Tropicana has decided to use the natural energy to advertise its orange juice. They have illuminated one installation where the only energy source comes from the oranges.  Even if the juice has nothing to do with natural energy, the fact of using these kinds of themes always helps selling the product because it seems that they make people think about them. Finally, they get an original advertisement where they mention the natural energy and where they make people ask themselves the next question: Did I know that over 2,500 oranges have enough natural energy to power a light fixture? Did you know it?    

UNITED COLORS OF BENETTON

UNITED COLORS OF BENETTON

The advertising philosophy of United Colors of Benetton is based on Luciano Benetton's belief. This brand tries to make a difference with the other brands advertising ways trying to make adds with a set of common values.

At the beginning their adds where well known because of their colorful images. Without reading anything, an add could easily be recognized just by its colors.    

Its first slogan was “All the colors of the world” but later it was changed to “United Colors of Benetton.” With the time, this slogan became the logo of the brand and nowadays it still continues.

The message of “united colors” still forms the basis of the advertising visual design to create a network of “united people”. Since the beginning, its images showed youth of both sexes and every skin tone.

It could be said, that the brand follows common values with three different cycles:

1)      The cycle of difference

2)      The cycle of reality

3)      The cycle of free speech and the right to express it

1.    The cycle of difference:

The interpretation difference was represented by inserting groups of multiracial kids in its ads. Even if it is not a bad idea, they realized that it was getting a controversial issue. Dealing with the issue of difference in advertising it was not an easy task because trying to bring different individuals together can be conflictive. A clear example of this is the one that represented religious and political conflicts (the Palestinian and the Israeli)     

Other conflicted adds where the next ones. In the first, a priest appears kissing a nun while in the second the stereotypes of good and evil can be easily detected.  

However, it must be said that the only problem was not the idea that the ads wanted to transmit but the era when they were made. By the years this ads where published, these conflicts where based on taboos. They wanted to break down barriers and ensure the dialogue by uniting differences.

As it can easily be seen, the product mostly disappeared from the advertisements and this is what made impact in the public. It is amazing how its products could be so known products without making them appear in the ads.     

2.    The cycle of reality

In 1991, during the Gulf War, this image was created, a photo of a war cemetery:

It was published in just one newspaper in Italy because all the others refused to print it. This photo signaled a break with the previous campaigns introducing a bit of “reel life”. In order to answer to this and against the irruption of death as an advertising subject they did this famous advertisement of a newborn baby still attached to the umbilical cord.

This image has been one of the most censures in the history of Benetton adds. However, after the period of rejection, it started to be understood and appreciated. At this point, the language of Benetton communication changed radically and they started showing photos such as: a man dying of AIDS, a soldier gripping a human thigh bone, a man assassinated by the Mafia, a car on fire and a ship being stormed by emigrants.   

These photos where not taken for the ad campaign and they where actual agency photos that wanted to show the real world.

3.    The cycle of free speech and the right to express it

Benetton started the foundation that held up the culture, language and specificity of the classic advertising message. They were very criticized but nothing could be said against these ads while the media was showing us all sorts of images: murders, natural catastrophes, genocide. However, it must be said that what bothered people where not the images itself but the fact that they were being used as advertising by a corporation. Nevertheless, not everyone critiqued them and there were people who even applauded Benetton’s effort to raise public awareness about AIDS, war, racism, and so forth.  

With all these we can easily seen the differences during the history in advertisements. The way people think must be taken into account when doing an ad. Because of that, we know that these ads were very controversial when they were made but, what about nowadays?

We are not used to seeing these kinds of ads and they always surprised us. In addition, using common values as a topic seems to help even more when advertising. Do you think that using this theme can be part of the success?

Evolution of Guerilla marketing

When we talk about shocking, original and low cost marketing campaigns, we talk about guerilla marketing. This advertising form that has become iconic and often polemic, appeared in 1970s.

However, one of the first and more successful guerrillas marketing campaign was “The Marlboro Man”. Before the cowboy image was introduced, in 1955, Marlboro brand was ranked 31^st. But thanks to this great marketing tactic, Marlboro reached the number 1 cigarette brand in America.  The sales rose to $5 billion, with a 3,241% increase from the previous year.

The handsome cowboy posed on horseback smoking a cigarette continued to increase sales and by 1972 Marlboro became the number 1 tobacco brand in the world.

 

Around the 80s, a known shoes company wanted to change the image and return to be popular again. Before, Adidas had been on top of the world. This brand had been popular with Olympic athletes, but after some changes in the management, the company was in trouble. In order to improve the situation, Adidas decided to give pairs of shoes to up-and-coming rappers in New York. Successfully, the rap group Run DMC brought Adidas back with a single called "My Adidas".

Nowadays, the guerilla marketing campaigns are trying to surprise the public on the streets with shocking, funny, unique, clever or/and creative advertisements that people cannot stop talking about. These are some examples.