Guerrilla Marketing
Watch this ad first:
Now what do you think about it? Do you relate to the ad? Would you tell a friend about it?
This is the kind of strategy Guerrilla Marketing uses, a sort of psychological way of thinking. This kind of advertisement plays with our minds and helps us in some way to remember what we see, it builds an instant relationship or interaction with the viewer. Who does not relate to Star Wars? VW made a great link between the “force” and the features of the new car line, the perfect word of mouth.
For the carmaker this ad could have been a bit expensive, but there are many many cases that this kind of marketing tactic results very inexpensive. For example, a Dutch car insurance (http://www.vrijverzekerd.nl) to build brand awareness launched a street campaign by placing static paper, with scratch marks and info about the company with discounts about their services on it, on cars around certain areas of their targeted cities.
All cars with the static papers were filmed in order to capture the reaction of the cars’ owners when discovering the fake scratch on their cars. The campaign ended up having a great success thanks to all the reactions people had when looking at the videos on youtube. The best thing of all is that the marketing company charged them only 1000 euro for the campaign, and of course they regretted it.
Guerrilla Marketing is not something new, but since it’s strongly linked with technology it’s becoming more popular nowadays.