Advertisers are always looking for new ways to catch the public eye. Jostling for the top spot in the limelight, increasingly crazy, innovative designs are created. Termed ‘Guerilla Advertising,’ the technique conjures up images of warfare and violence. In that context, the term is defined as ‘harassment through surprise’, which translates in subtler terms to its branding context; guerilla advertising strategies use unconventional interactions in order to draw in attention from the public and establish direct contact with consumers, sparking discussions and forming lasting impressions.
We have compiled a showcase of our favourite guerilla advertising campaigns that have emerged in recent years.
- The first is this Kraken Black Spiced Rum advertisement. Painted directly onto the side of a building, this old fashioned technique is in line with the brands pirate-esque, long-established brand image. The sheer scale of the advertisement is enough to make it stand out, however, the rum marketers have gone one step further, adding in a three-dimensional octopus arm protruding from the building. Placed just outside a fake window, the octopus appears to have captured a woman in its grasp. From a distance away, it is hard to tell whether the woman is a living, breathing human being or just a model. Sure to incite double-takes all round.
2. The next on our list is this expletive ridden ad for ‘metamucil’ constipation relief medication. The literalisation of the tag line ‘it doesn’t fit’ reinforces their message to a comedic effect – effective, as one of the main strategies of guerrilla advertising is to evoke an emotional response in the targeted consumer. This, combined with the bold lettering in bright yellow and red makes it unmissable.
3. This next ad makes use of perspective, with the observers interacting with the advertisement even if they are not engaged with it. Frontline, who make flea and tick prevention products for dogs, were able to fill the entire floor of this large, public space with this image. Knowing it was a busy route where people walked every day, the advert becomes a three dimensional, living thing. The effect is striking, with the viewer participating in promoting the ad and being reminded of its purpose.
4. The Economist used this three-dimensional Billboard with inbuilt sensors to attract attention. The lightbulb lights up every time someone walks directly beneath it, drawing attention to the ad by making the public involuntarily interact with the advert. If someone hadn’t initially registered the Billboard, once they see the flash of bright light they are sure to pause and investigate it further. The imagery of the lightbulb promotes the idea that reading The Economist exposes you to great ideas and illuminates your mind.
5. Taking it one step further, UTEC partnered with an advertising firm to create a Billboard that produces drinking water from moisture droplets in the atmosphere. An active response to Peru’s clean water crisis – the Billboard is innovative, helping real people and responding to current issues. It also works, with the water-generating Billboard providing 9,450 litres of drinking water to the people of Peru in 3 months alone. Watch the video above for a more scientific explanation on how the Billboard Operates.
We love seeing how Outdoor Advertising is constantly innovating and reinventing itself. It continues to be the leading and most effective form of advertising, and from the aforementioned examples we can see why. Our own contribution to the guerilla advertising world is this 3D advertising trailer which features a huge pop out dinosaur that looks like it is emerging from behind the trailer. Sure to turn heads and catch eyes. Our trailers are available in 3 different sizes and can be either mobile or static.
