I hate the term guerilla marketing. According to the book written in 1984 it is “an unconventional system of promotions on a very low budget”, but these days it seems to be anything that isn’t classic media. A creative way of doing something different by throwing people off buildings, slapping stickers on people’s foreheads, whatever.Would the practice used by product managers in India qualify? Walk the streets of Calcutta and suddenly someone will shout out, “McDonald’s, I’m lovin’ it”. In a country of low literacy and cluttered poster sites, they pay people to call out slogans in the street. And it works.
Well yes. That has to be guerilla marketing. But sometimes it works with more conventional media. So I think some of the following examples qualify – just for being different.
First, some bus advertising. How often do you ignore what’s on the side of a bus? Unless, like in this example, the doors and the medium actually help convey the core message. Brilliant:
Then we have this ingenious idea from the States. This cheap sticker goes underneath the peep hole on a door, expressing precisely the benefit of fresh pizza delivered to your home.
Finally, here’s one from Germany. They have a lot of these “pillar poster” sites. But seldom does one get the brand across as effectively as this (for those who don’t know the brand, it’s a stick of glue – basically it looks EXACTLY like this poster site):
So who says advertising is all about the message. Sometimes the media makes the message.
For an example of a message that goes wrong because of the media, see here.