Month: September 2011

Consumers today have grown accustomed to big budget, well thought out advertisements. To differentiate themselves, some companies have implemented guerilla marketing campaigns, which are unconventional yet simple advertisements targeting consumers in unexpected places and capturing their reactions. Carlsberg, a popular Danish brewing company, recently pulled a stunt in Belgium, secretly filming innocent couples and their reactions as they enter a movie theatre filled with intimidating, tattooed bikers galore. Enjoy.

As the commercial concludes with a hilarious ending, Carlsberg’s originality has attracted many viewers online. The use of comedy helps consumers remember the brand as strong expressions create deep impressions. Laughter compels consumers to review the ad several times and/or spread it to his/her friends and family members. With online marketing becoming more ubiquitous, Carlsberg has responded exceptionally well to the knock of opportunity.

Besides Carlsberg brewing recipe, its guerilla marketing recipe is also worth noting. 148 bikers, 4 hidden cameras, 1 cinema, and a good joke were all that were needed to have a strong impact on consumers. A relatively inexpensive production cost is the beauty of guerilla marketing.

My name is Adrian. I am a second year Sauder student born and raised in Vancouver, British Columbia. As much as I like Vancouver, it is not the greatest city. The reason being the weather, like the local hockey team Canucks, is dreadful on some days and decent to delightful on other days. But I have grown accustomed to it.  

I am taking Comm296 because it is one of the required courses for BCom. However, I do find marketing to be an enticing subject as we live in the age of ubiquitous bombarding of advertisement via television, radio, social media, billboards, etc. It is not within the realm of possibility to avoid some form of marketing each day. As a consumer, I will admit that I am very susceptible to advertising, especially when it comes to sneakers. Every time I see an Air Jordan or Nike advertisement, I feel compelled to head to the closest Foot Locker or Champs to make my purchase. Of course, my wallet gives me a cause for pause. I am brought back to reality once again. But the ability to elicit a desire to buy in consumers through a simple 30 second commercial truly fascinates me. Having said that, this is one of my all time favourite ads:

Michael Jordan, arguably one of the greatest players to ever touch a basketball, has received fame and accolades throughout his career. Despite all his accomplishments, he is still human and has failed team more than once. But failure is the fuel to his unrelenting desire to become better. As a fierce competitor, he refuses to give up, knowing that he will ultimately be rewarded for his hard work. His refusal to give up is what defines his greatness.  Using failure as a source of motivation to succeed is the notion the Air Jordan brand represents which appeals to athletes galore.

“I’ve failed over and over and over again in my life. And that is why I succeed.” – Michael Jordan

And something interesting about me: My favourite TV show is Entourage.