VOLKSWAGEN - Bowling Brake -Creative ways of showing what you have!

This is how Volkswagen creatively represents its vehicle safety with a new braking system!

What is ambient advertising?

Ambient means surrounding and environment. In the context of advertising, ambient ads is just one example of guerrilla marketing which absolutely attracts attention of consumers in outdoor and indoor ambients. In this creative advertising technique, environmental elements which consumers generally interact with in their daily life, are differently used and made meaningful in terms of advertising. These environmental elements can be changed and also be accorded with advertising. When advertising message is matched (message/medium fit) with the environmental elements used in advertising, the effect of ads is going to be much more. Because, using an uncommon medium which is also not matched with the advertising message in an advertising, just gets consumers' attention, but an untraditional medium which also carries a matched ads message on it (as shown in the pictures below) may not be perceived as an advertising by consumers. Thus, consumers' behaviour of avoidance from advertising is overcomed and the main aim of the ads is carried out. The ads message is sent to customers' subconscious through this creative way. This is what an ambient advertising can offer to brands!

It is an automatic sliding door at a shopping mall. It has life-size stickers of people on it and when customers come to mall, the door opens and it seems like people on the door move away when they see customer. And there is an already installed small billboard with a message " people move away when you have body odor". This is how guerrilla marketing acts. And this is a good example of ambient advertising.

Here’s A Clever Billboard Designed To Make You Want Coffee

According to a scientific study conducted by State University of New York, a person yawning causes other 70% of people yawn. And a clever brand uses this strange information. Cafe Pele from Brazil has set up a digital billboard which has motion sensor system in a busy station, when it sees people walking around in the morning hours, a man or woman comes out in billboard and starts yawning, then other people see this and start yawning reluctantly. During this yawning stage, a few girls bring coffee to offer people yawning to wake them up:) By this way, a good and interactive communication and interaction is accomplished among brand and consumers. Through this way, the brand may extend its customer profile and enhance relationship with its customers which are already exist.

This is how guerilla marketing acts!

Along with the emerging of social media, some guerilla marketing activities have been conducted on these areas. For instance, sometimes we see some videos on YouTube which seem unrelated to sales or marketing but some messages are grounded in these videos. Even if we don't think consciously, our subconscious sees and understands something from these videos and stores them for the aim of  using another time. And guerilla knows this valuable and preserver information. This is how guerilla marketing acts. Let's watch!

A Few Untraditional Ways to Reach The "CONSUMER"

Guerilla marketing was set up on profitability. Reaching this aim requires some untraditional thoughts. If it comes to categorize these untraditional ways, we can divide them into e few parts. Each of the parts has some characteristics of guerilla marketing concept. Most common parts of Guerilla Marketing Concept; Ambient Marketing, Ambush Marketing, Stealth Marketing, Experiental Marketing and Viral Marketing.

Guerilla Marketing makes you feel your real needs

Many people in the world do not care about some realities. In Romania, in every two minutes one mobile phone is stolen and Vodafone wanted to wake these people up! So, Vodafone hired some professional pickpockets and these men left some flyers promoting Vodafone insurance to people's bag, pocket etc. This is how a Guerilla Marketing activity make people realise their needs, when they think it is not a real need.

Don't think of a blue elephant and keep reading!

This book will show you a super gun which is desired by all marketers and has a power  for effecting subsconscious. Do not think of a blue elephant and keep reading!

Is it perfect, right? I told you not to think of a blue elephant, but though your brain has thought that. Even if, only for a second, your brain has created a blue elephant and presented it to you. Now think of what kind of thoughts you can place to your customers' mind, just think of! Oppurtunities you can use are unlimited with the correct form of gramer and some simple rules of modern human psychology. (Levinson and Hanley, 2005:20) 

The Secret of Guerilla Marketing

Guerilla Marketing activities have generally been succesfull because they know where and how to go! A Guerilla knows that a marketing activity has to be sent to customers' subconscious because subconscious moves and decides before conscious. However subconscious is an effective decision-maker in the purchasing process. So, a Guerilla marketer should know how to make consumers' subconscious energise.

What is the main aim of Guerilla Marketing?

Guerilla Marketing firstly aims affecting consumers with low cost, creative and untraditional methods. Through these methods it results with high profits. When reaching this aim, it advocates that conducting a closely customer relationship is a required step for being successful in the market. So, guerrilla marketing examples mostly include interactive activities. In this activities, consumers generally have an active role. It is a good way to communicate with target group for a brand.

This ads campaign demonstrates that how a sticker could be effective like that. A powerful car light which can even burn the wall;)

Carlsberg stunts with bikers in cinema

What a formidable test, from Carlsberg;) Could you dare?

Depaul UK

Depaul UK

http://www.depauluk.org/

To increase awareness of youth homelessness, Depaul UK generated an excellent poster campaign which has two-sided message ignoring and considering the youth homelessness. The slogan is "There's another side to the story".

Unlock the 007 in you. You have 70 seconds!

What a perfect experience provided by Coca Cola as an example of Guerilla Marketing!

Guerilla Marketing Example from Turkey

A  Guerilla Marketing example which was ruthlessly carried out ;)

Volvo's Guerilla Marketing Example

Although Guerilla Marketing is an approach which came out for SME's to compete with the bigger companies, it has become an approach which is used by many big companies known by all world. Here is a rather creative example of Guerilla Marketing case conducted by Volvo company, which tries to generate an effect by offering experience to its potential customers.

Rule 1: Be remarkable!

Guerilla Marketing as a communication activity is a form which has an extensive usage of images. These images do not look like the images we generally face with as in the traditional advertising. It is important  to gain a seat in the consumer's subconscious with the images that are more creative and hard to forget. This is what "being remarkable" means!

How was Guerilla Marketing born?

When Jay Conrad Levinson who is known as the father of Guerilla Marketing faced with this question in a marketing course: "what are the low cost marketing strageies for small companies?" He said that he would provide the resources related with this subject in the following courses. But he could not find an adequate resource related with and written to date, and he wanted to create one. This is how Guerilla Marketing has come out.

What is Guerilla Marketing?

Guerilla Marketing as a technique which is different, more effective and less costly than traditional marketing understanding was brought to literature in 1980's by Jay Conrad Levinson. Guerilla Marketing basicly thinks that activities towards subconscious are more effective. It is a complete of marketing activities epecially generated for SME's to compete with bigger companies but nowadays it is generally used by many big firms.