Saturday, October 28, 2006

The Streets of France


Medecins du Monde created a guerilla campaign to increase public awareness on the tragedy of clochards dying in France’s streets every winter. According to houtlust, the crucifixes are made from street poles that say, “Every winter, hundreds of homeless die on the sidewalks. React. This is a really powerful message that is similar to the psychosiphobia campaign from an earlier blog. It forces the public to recognize a social problem whether they were already aware of it or not.

Creativity = Buzz


While researching for more information on the Big Pilots campaign I came across several other creative promotions on feedburner. Even though these are more like out of home advertisements than guerilla marketing, they still make a buzz and get people talking because their creativity. I found it surprising that these advertisements are from countries around the world. I thought the taste and technique would be very different because the way marketers change strategy based on the various cultures, but creativity is universal. My favorites from the blog are the Folders, Mini Cooper, Fitness Center and the “employees” stuck in the vending machine.

Friday, October 27, 2006

Hey that looks pretty good


In Berlin, Germany consumers are putting on watches without even knowing it. Jung von Matt/ Alster created the promotion for IWC that puts an image of Big Pilots watches on the support straps in buses. When commuters look up at the strap they will notice the watch on their wrist. This is more effective then just placing an advertisement because people can actually see the watch on their wrist like they would at a store. It creates a stronger interaction between the brand and the consumer. Even if the promotion does not get people to buy watches the experience should increase the brand recall next time they go to buy a watch.

Source: Adrants

Sunday, October 22, 2006

C.M.O.N.S. and buy a Corsa


Opel, a European carmaker planned an extensive guerrilla marketing campaign for its Corsa model. The campaign revolved around five puppets created by a German urban artist that reflect both the spirit of the car and the different personalities of the Corsa’s 20 to 30 year old urban target market. The five puppets White, Moo, Blue, Red, and Cherri are best friends from the hip urban scene of Barcelona and part of a band called the C.M.O.N.S. European cities have been exposed to the C.M.O.N.S. through a variety of media. Everything from traffic lights to alleyways has been a stickered, boomerang cards placed in every trendy restaurants and bar, the characters themselves appearing at European festivals, and content promotions have even been uploaded on YouTube.com.

This campaign should definitely create a buzz because it reaches the Corsa’s target market so many different ways. However I am curious to know if the word of mouth is positive because I think the idea of having a band of puppets to help sell a car seems a little adolescent. Cars are obviously a lot of money and a big purchasing decision so it is hard for me to see how C.M.O.N.S. increases the brand’s value.

For more information about the campaign

Friday, October 20, 2006

Psychosiphobia

Coast Mental Health is an organization that provides help to people with a mental illness in British Columbia. The group with the help of Grey has invented the word psychosiphobia, in hopes of raising awareness and breaking the negative stigma associated with people who suffer from mental illnesses. According to Adrants, the word psychosiphobia was written on the street at a Vancouver intersection that is a dividing line between a business district and a troubled neighborhood where many people trying to cope with a mental illness are living. The campaign also included volunteers handing out information to pedestrians as well as local newspaper, radio, and television ads.

Coast Mental Health’s website and some of their print advertisements remind me of a less extreme version of the tobacco truth commercials. They both use uncomfortable social ideas accompanied with facts to call the public to action. I think writing psychosiphobia on the street was an effective idea because most people that live in the area know what the environment is like on both sides of the street but do not talk about it. Publicly exposing the problem (writing on the street) might force people to address the issues of mental illness in the community and bring people to change the situation.

Saturday, October 14, 2006

A Scare from the Afterlife

Most guerilla campaigns are designed to stand out and catch a passerby’s interest. But a street billboard for a British itv show “Afterlife” does not give people the option to miss the promotion. Watch the video as one by one each pedestrian’s heart skips a beat when a voice from the afterlife calls to them.

Even though people will definitely remember their frightful experience it does not seem like they will receive the message to watch “Afterlife.” Most of the pedestrian’s showed negative reactions from the scare and almost all were walking faster to get away from the billboard. The last man in the video was so mad after being frightened that he walked back to yell at the person behind the cloth and kick the display. Only one woman seemed to have enjoyed the experience, because she was laughing as she walked out of frame.

The connection between “Afterlife” and the eerie whisper from the promotion is very creative but a passerby could not make the association because there is no real attempt to communicate that “Afterlife” is a show. It is more likely that the promotion is to encourage internet users to create a buzz by writing about it or e-mailing the video to a friend. This is the kind of clip that people would forward to their friends because it is always entertaining watching someone jump out of their skin. The video might also be an on air promotion used by itv because it explains that “Afterlife” is a show displaying the channel and time information at the end.

Found on Adrants

Friday, October 13, 2006

Intel and Second Life

Intel and Second Life are doing some co-branding by having one of the top virtual builders Versu Richelieu use an Intel Centrino Duo based laptop to create a landscape in the online game Second Life. What makes the campaign so different though is that people can see Versu in two places at once. By logging into Second Life they can see her virtual character (right) and see her in Datavisions, a New York City store front window where she will be making the landscape for 72 hours. If you are not in New York or have Second Life you can watch Versu in both locations through an internet feed.

This is a good buzz marketing promotion because it stops people in the street (similar to a David Blain Stunt) but the video game and internet feed allow it to reach people outside of New York City. What also makes the campaign so effective is that Intel is able to interact with there target audience by being in the game. Players can even interact with the landscape Versu has created, and see how much she has made on the Intel Centrino Duo in only 72 hours.
Also checkout Influential Interactive Media

Saturday, October 07, 2006

New meaning to the phrase off street parking



One of the first things that come to mind when I think about a china set is the word delicate. But after seeing some of these pictures, I think that word might change. In downtown Toronto, the Canadian china maker William Ashley had a Lamborghini Gallardo parked on top of four tea cups to promote a 20 piece set of fine china. According to autoblog the car weighs 3,153 pounds putting about 788 pounds of pressure per cup. This is a great example of guerrilla marketing because it was an impressive display of the products quality and it was set up during the Toronto Film Festival so more people saw it then they would on a normal day.

What I find kind of strange about the promotion is the choice of car. I would associate William Ashley’s target market with a Mercedes or Aston Martin because both the car and china are upscale luxury products purchased by older consumers. A performance sports car like the Lamborghini is more appealing to a young, wealthy consumer and would be better at selling something more exotic than china. The Lamborghini may have been used because of the color, which one blog pointed out was very eye catching and perhaps better at getting a person’s attention. Although it is most likely the Lamborghini was chosen because it was the right balance and weight for the cups to hold.

Thursday, October 05, 2006

Excuse Me, Your Tag’s Showing


Marshalls department store executed a creative guerilla marketing campaign in downtown Chicago last week by having a street team wear some of the store’s clothing with huge price tags attached to them. This turned some heads since most people look silly when they forget to cut the tags off a new outfit. But instead being pointed and laughed at, Marshalls should have got some curious reactions with its innovative idea. There is nothing like a social faux pas to get people to stop and stare. According to adrants.com calls were also made to radio stations to increase the awareness of the campaign.

It is unclear whether part of the campaign was to increase the awareness of low prices, show off a new clothing line, or just create some buzz about the Marshalls brand. Regardless of the main intent of the promotion, the idea sounds like it could be effective at achieving any of the three goals. I could not find any more details on the campaign but it would have been interesting to know who Marshalls’ was attempting to target and what part of Chicago the street team was focusing on. Based on the pictures it looks like younger working women are the target and the two women to the left are in a business district or downtown area.