The term Guerrilla Marketing was originally coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing. Derived from Guerrilla Warfare, a term describing the unconventional battle between small, loosely trained combatants and large armies, Guerrilla Marketing is all about the “unconventional”.
Yes, there is TV and Print, even Direct Mail but all those are expected forms of promotion and therefore conventional. Guerrilla Marketing, tries to meet us (consumers) at unconventional places and take advantage of the surprise associated with such a meeting. In some respect, Guerrilla Marketing should have been the tactic of low budget clients since it can cost less to produce and place. But, in recent years Guerrilla Marketing was taken over by big brands making it more conventional but much more creative. You see, big brands have a lot more money to deliver Guerrilla Marketing stunts and creative product wins big time.
The digital age has added another layer of creativity to Guerrilla Marketing with Youtube being a great place to show off some of those unconventional stunts. At the bottom of this post you’ll find one example and stay tuned in a future post we will feature more of that work.
So here now, some great Guerrilla Marketing work from around the world.
KitKat Branch Ad
Feed South Africa Campaign
What We See When You Smoke Campaign
Auckland Pedestrian Safety – Don’t Step into Danger
By Agency: Ogilvy New Zealand
Conveyor Belt Advertising: Campaign for Casinò di Venezia
By Italian advertising agency Admcom
Adidas Soccer Tunnel
Mini Cooper Holiday Present
Ikea Staircase Drawers
By LOWE & PARTNERS KUALA LUMPUR, MALAYSIA