I have to develop a Guerrilla Marketing Project. Yes, full stop. It’s one of the hardest things to do for me.
In a town, London, where we are surrounded by more that 5.000 ads a day it seems the only solution in order to stand out within the market and be recognized by the audience. The research process is the first step for me. I want to understand the real meaning of guerrilla marketing.
Levinson in 1984 coined this term. Apparently at that time there was already the need to be unexpected. The Guerrilla supposed to be made by unconventional signs and means in potential interactive environment where people can be surprised. The ad, with low cost expenses to make it, it is going to be unforgettable.
My question is: How can it be low-cost? Let’s make a list: – People that think about the project (Creatives, Marketers) – Possible expenses for a permission to use a public place (Yes, sometimes we have to respect the law). – Art-workers. – Material to use (graffiti or special mechanism for instance). – Digital marketers to push the video, pictures through the social networks and create the viral marketing (second pace). This video makes me think even more.
RedStripes promotes this amazing and funny video. Still, is it cheap? Normally when I open the fridge of any off license in London I don’t see any special lights, music or bottle that moves all its own. Unfortunately. (Maybe I can see that if I’ve been drinking for long time..) Another thing that is wired, why just 6.000 watch this video?!
Houston, we have a problem!
The risk that a company can run with the guerrilla marketing is to misrepresent the brand with the following wrong reception of the image and false rumors and word of mouth. In 2007 the television program Aqua Teen Hunger Force put LED in Boston to promote a cartoon. The LED were mistakenly identified as explosive devices and they were removed.
Still thinking and thinking. I reckon that I have to use all my love and imagination to make a marketing war.
Let’s see what will happen!
Let’s talk about it!