The following is a guest blog from our friend Carol, who discusses some memorable guerilla advertising campaigns and why they were successful.
Guerilla Marketing: an unconventional advertising tactic used by businesses that employs unusual and in-your-face methods to capture an audience’s attention. It offers surreal visuals that make an impact. Timing is important as guerilla marketing is often done locally. Examples include: sticker bombing, flash mobs, walking billboards, YouTube videos and human tattoos (remember “goldenpalace.com” inked on the back of middleweight boxer, Bernard “The Executioner” Hopkins?).
Gorilla: the largest size extant genus of primates that inhabit the forests of central Africa. The DNA is the closest to human matching 95-99 percent depending on the report (livescience.com reports a 98 percent identical genetic level). Often a recurring element in pop culture and media, the highly intelligent gorilla is an ever-mysterious creature.
Guerilla Marketing with Gorillas
They’re handsome. They have stories … you can see it in their eyes. Because they are so close to our genetic makeup, yet so very different from us, we connect with them and always want to watch what they do. Especially if they are doing something like saving pretty ladies and climbing up the Empire State Building. Or … as seen in this video, playing Phil Collins’ “In the Air Tonight.”
Cadbury’s gorilla campaign breathed new life into the brand’s identity after a salmonella scare in 2006 forced them to recall their popular chocolates, according to the BBC. This original concept created by A Glass Half Full Production (a Cadbury Adverts company) has the gorilla drumming to the beat of Phil Collins. Visit YouTube for remixes using Bonnie Tyler’s “Total Eclipse of the Heart,” Nirvana’s “Lithium,” Guns and Roses “Welcome to the Jungle,” Deep Purple’s “Smoke on the Water” and “Body Rockers” by DJ Shaneboy.
Cadbury Dairy Milk is a brand of milk chocolate that is manufactured in England … except in the U.S., where it is made by The Hershey Company. Yum.
CenturyPly is a plywood company based in India. For National Anger Day, they took their mascot— the gorilla— and made this commercial to highlight how strong their wood is. Want to get some attention in America? Go Gorilla on us. Very memorable.
In today’s competitive marketing world, you have to mix it up. Go online with social media and email campaigns. Go print collateral with brochures and business cards from printingforless.com. And go viral with YouTube videos of gorillas. Or some sort of guerilla marketing.
Red Nose Day
Comic relief is the name of the game when it comes to fundraising in the U.K. Red Nose Day is an event launched in 1988 and is a national institution in Europe. The BBC opens their network to celebrities and comedians to entertain viewers to raise money. This commercial brings characters together to join an advertising front for the 2009 campaign.
Blogsuccess.com crafted this sweet little commercial as a guerilla marketing tactic. It’s funny, shocking and creative.
Cadbury Pakistan Edition
She’s a gorilla until she gets her wafer of creamy goodness. Then she’s a beautiful woman. Cadbury Perk was introduced in 1996 as a solution for a quick snack and in 2009, the new Perk was packed with “Glucose Energy!” for a snack on the run.
Carol Watson is a standup comedian and freelance writer who spends her free time finding material for her act.