Guerrilla Advertising

Hi everyone!:)

 Today I'm posting research about guerrilla adverts, to be honest with you I did not know what's Guerrilla advertising before I found out researching about it. In my research you will find out F.E. the definition of Guerrilla advertising, examples of them and many more. Here it go:

Lets start from what really i "Guerrilla Marketing" is: 

Its an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results.

\

"For the homeless, every day is a struggle.

Donate today and help us feed the homeless"

The original term was coined by Jay Conrad Levinson in his 1984 book ‘Guerrilla Advertising’. The term guerrilla marketing was inspired by guerrilla warfare which is a form of irregular warfare and relates to the small tactic strategies used by armed civilians. Many of these tactics includes ambushes, sabotage, raids and elements of surprise. Much like guerrilla warfare, guerrilla marketing uses the same sort of tactics in the marketing industry.

This alternative advertising style relies heavily on unconventional marketing strategy, high energy and imagination.Guerrilla Marketing is about taking the consumer by surprise, make an indelible impression and create copious amounts of social buzz. Guerrilla marketing is said to make a far more valuable impression with consumers in comparison to more traditional forms of advertising and marketing. This is due to the fact that most guerrilla marketing campaigns aim to strike the consumer at a more personal and memorable level.

To make people realize that saving the planet starts with them saving paper, we took a standard paper dispenser and made a simple modification with green foil and the silhouette of South America. This allowed us to prove that the survival of the forest is directly connected to what people consume.

Guerrilla marketing is often ideal for small businesses that need to reach a large audience without breaking the bank. It also is used by big companies in grassroots campaigns to compliment on-going mass media campaigns. Individuals have also adopted this marketing style as a way to find a job or more work.

When it all happened?

• Advertising can be dated back to 4000 BC where the early Egyptians used papyrus to make sales messages and wall posters. What we consider traditional advertising and marketing slowly developed over the centuries but never really boomed until the early 1900s.
• It was at this time that the main goal of advertisements were to educate the consumer on the product or service rather than to entertain and engage them.
• In 1960, campaigns focuses on heavy advertising spending in different mass media channels such as radio and print.
• It wasn’t till the late 1980s and early 1990s that cable television started seeing advertising messages. The most memorable pioneer during this time was MTV where they focused on getting the consumer to tune in for the advertising message rather than it being the by-product of a featured show.

Agencies struggled to make an impression on consumers and consumers were tired of being marketed to. It was time for a change.In 1984, marketer Jay Conrad Levinson introduced the formal term in his book called, “Guerrilla Marketing.”

Levinson comes from a background as the Senior Vice-President at J. Walter Thompson and Creative Director and Board Member at Leo Burnett Advertising. In Levinson’s book, he proposes unique ways of approaching and combating traditional forms of advertising. The goal of guerrilla marketing was to use unconventional tactics to advertise on a small budget. During this time, radio, television and print were on the rise, but consumers were growing tired. Levinson suggests that campaigns need to be shocking, unique, outrageous and clever. It needs to create buzz

                 

Guerrilla marketing originally was a concept aimed towards small businesses with a small budget, but this didn’t stop big businesses from adopting the same ideology.

Larger companies have been using unconventional marketing to compliment their advertising campaigns. Some marketers argue that when big businesses utilize guerrilla marketing tactics, it isn’t true guerrilla. Bigger companies have much larger budgets and their brands are usually already well established.

It can also be far more risky for a big business to do guerrilla marketing tactics. In some instances, their guerrilla stunts can flop and ultimately become a PR nightmare. Smaller businesses don’t run as much risk as most people will just write it off as another failed stunt.

One such example would be the famous 2007 Boston Bomb Scare caused by Turner Broadcasting on January 31, 2007. What started off as a guerrilla marketing campaign to promote a new film featuring a Cartoon Network show called Aqua Teen Hunger Force, turned into a citywide bomb scare. Turner Broadcasting with the help of guerrilla marketing agency, Interference, Inc., placed battery-powered LED placards resembling the ‘Mooninite’ character on the cartoon show. The LED placards were placed throughout Boston, Massachusetts and the surrounding cities.

The placards were placed in random locations and remained unlit during the day. At night the placards lit up to show the ‘Mooninite’ character putting up his middle finger. The devices resembled some characteristics of explosive devices and soon caused the scare.

The campaign ended up costing Turner Broadcasting and Interference, Inc. $2 million for the incident. The campaign itself received a lot of criticism both good and bad.

Well it seems that many companies have learned from past successes and failures. One major brand that has been doing a wonderful job is Coca-Cola.

 In January 2010, The Coca-Cola Company created the “Happiness Machine” video with the help of interactive marketing agency, Definition 6. The video featured a Coca-Cola vending machine that dispensed a lot more than just a cold beverage. The film was shop at St. John’s University in Queens, New York, using 5 strategically placed hidden cameras. The reactions from the students were completely unscripted.

The video went viral and now has over 4.5 million views on YouTube. In May 2010, it won a prestigious CLIO Gold Interactive Award. The film had the highest penetration in Brazil, Mexico, Japan and Russia. After seeing the amazing ROI on this video, Coca-Cola decided to continue the ‘Happiness’ theme by releasing several other videos using the same concept.

And by the way I found funny "The Simpsons" Coca-Cola commercial on Youtube called "Hard Times'

Back to subject

On October 14th, 2012, Red Bull and Austrian extreme athlete Felix Baumgartner set a world record for the highest skydiving jump. The Red Bull Stratos was a campaign to send Baumgartner on a death defying jump at over 128,100 feet into the stratosphere. Baumgartner broke the speed of sound reaching an estimated speed of 833.9 mph (1,342.8 km/h) after jum[ing out of a helium-filled balloon. The entire trip back to earth lasted 9:09 minutes with 4:22 of that time in free-fall.

More importantly, Red Bull attracted much deserved attention for this grand stunt. On this day, they also broke social media records when they reached over 8 million confirmed concurrent views on YouTube. The team achieved this with several grand efforts on their social media team. By visiting the Red Bull Stratos website, users could tune in to the jump LIVE, stay engaged via the twitter stream and a connect with others on Facebook.

Guerrilla marketing may be the right solution for your small business. Why?
When executed well, it will often be low cost yet reach a highly targeted audience. It can also be a great way to get noticed, distinguish from the competition and earn a reputation for being fun and different.

In an interview with Entrepreneur magazine, several guerrilla marketing agency experts divulged that good guerrilla marketing is…

“…unauthorized and disruptive” and “sticky.” - Brett Zaccardi of Street Attack

“…brand activation that isn’t 100 percent permitted by the city, event or establishment.” - Adam Salacuse, Founder and President of ALT TERRAIN

Advertising Agency: Lg2, Quebec, Canada

Advertising Agency: DDB China Group Shanghai, China

Advertising Agency: McCann Erickson, Bangkok, Thailand

"Thank you for caring, we hope there are more people like you. Be a mom for a moment"

Advertising Agency: Taivas, Helsinki, Finland

Advertising Agency: Saatchi & Saatchi New Zealand

A also found out some of Guerrilla advertising agencies. And to be honest with you, I'm actually quit surprised because I saw some of them on the web and TV before I've researched them, and I didn't realise they're so popular throughout the World.

HotCow

Founded in the city of London on January 2006, Hotcow marketing agency will prepare an unconventional marketing plan “you cannot resist” and implement it flawlessly. These guys will help create, plan and implement all sorts of unconventional marketing campaigns we can think of. Another important point for Hotcow is that they clearly link marketing outdoor actions to mobile marketing, viral and social media creating a brand ecosystem that gets added customer exposure and brand value.

Alt Terrin

Alt Terrain is a highly specialized guerrilla marketing execution partner to communication agencies covering most of the United States of America. They present themselves as a true agency partner as they work really hard on creating non-traditional media and marketing resource exclusively dedicated to the needs of advertising, event, media and PR agencies. Alt Terrain is a great fit for collaborative work between agencies for complex guerrilla marketing campaigns in the U.S.

Torke

Torke is another great expositor of guerrilla, ambient and brand experience communication agency in Europe. Innovative from its founding in 2005, Torke has entitled itself as “the 1st guerrilla marketing agency in Portugal”. Awarded with Best agency of the year at Clube Criativos de Portugal, Torke presents to its clients ground breaking ideas and superb execution of creative guerrilla marketing communication campaigns in the streets. Torke marketing agency holds a valuable network of partners (including Alt Terrain, Billy the Group, Jack Liberties, Tribeca and Sponge) and it is present in Lisboa, Istanbul and Sao Paulo. Torke represents a great alternative for brands in Europe looking for some “different” thinking and street stage masters

The Michael Alan Group 

This New York firm is a non-traditional marketing and event production company with an impressive count of over 2.000 marketing events per year. Their challenge is to capture the attention, imagination and brand allegiance of even the most ad-saturated customers. The Michael Alan Group (MAG) develops experiential connections through the “staging” of direct, guerrilla and buzz-worthy marketing productions in the U.S

Because I'm always forgetting all of the advertising websites I did little list of blogs and websites of advertising agencies.