Monthly Archives: April 2012

Shock & Awe

Guerrilla marketing is not new. But it remains an incredibly effective way to captivate consumers.

Check out the dance riot created for T-Mobile in Liverpool station in 2009 (click here). Or look below at the guerrilla campaign for TNT Network in Belgium. In both cases, marketers inserted gripping theatrical drama (brand content) into the humdrum venues of daily living. Then all hell breaks loose.

The result – hundreds of people stop in their tracks, establish an indelible memory of the brand/concept and then share it with all their friends. Eventually it goes viral thanks to Facebook and YouTube sharing.

Moral of the story – in this age of viral media, well executed guerrilla marketing can engage consumers and drive brand registration like never before.

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Filed under Brand Voice, Morbid curiosity, Risk Management

Inner Visions

I’m not talking about Stevie Wonder here. I’m asking you to think about that very private, quiet, creative place in your mind where you go to imagine things – memories, mental geography, story lines, loved ones – the place you go to reflect on things when eyes are closed.

Imagine a new kind of brand communication – brand experience really – that speaks to this private part of your mind – bypassing verbal appeals and speaking directly to the non-verbal core of your imagination. Powerful stuff – a new language really – and some forward thinking brands are learning how to do it.

Consider the campaign for Legoland UK resorts – agency gurus installed tiny pigeon-sized Lego billboards around London and invited passers-by to tweet #legolandminibreaks with a photo if they spotted one. Alternatively, watch to video (attached) describing an experimental brand installation for Absolut India. These efforts bypass all the normal filters we consumers throw up, and speak directly to our inner vision – powerful stuff!

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Filed under Brand Voice