Consumers have to filter out all the different types of advertising and marketing campaigns thrown at them because we simply just can’t handle it if we tried to take on board everything. Therefore, it becomes even more important for companies to think of unique and creative ways to spread their message and grab the attention of the public.

An example of this is UNICEF’s guerrilla marketing campaign where they placed vending machines all over Manhattan with various disease-infected water options instead of the usual different varieties of soda. People were intrigued by the idea and wanted to see what the water looked like so they were willing to pay $1 out of curiosity. In return, the $1 went to charity and provided a child with clean drinking water for 40 days.

Not only was this an effective way of increasing awareness but it also provided an incentive for people to donate. UNICEF made the donating option extremely accessible for passersby as they were able to contribute through the vending machines or via SMS/online. The project was far more successful than UNICEF had anticipated which shows exactly how effective a creative and attention-grabbing marketing campaign can be.

To find out more about this project or to see more pictures, click here.