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Guerrilla Marketing: Cutting Through the Clutter

Did you visit any of the city’s major shopping malls during the holiday season? Like the majority of Bangkokians, I spent some time in the malls purchasing gifts for my husband, children, mother, brother, and extended family in France. The front of Central World was completely covered in installations from various businesses, which I noticed. A mobile service provider, an insurance company, and a camera manufacturer were among the businesses decked out in Christmas garb. The atmosphere was welcoming and warm, and it encouraged a lot of photo taking and social media posting.

We spent the New Year’s holiday in Hua Hin with our family. I also noticed that visitor-friendly areas had a lot of installations. Toshiba had a 3D imaginary concept laptop on the ground of Cicada Market. At the Sam Phan Floating Market, a human-sized Coke fountain bottle was on display. The spray was refreshing on a hot afternoon walk. It also helped that there was a nearby Coke stand selling drinks and snacks.

Photo by James Yarema on Unsplash

Coca-Cola Soda Machine

In the spirit of Coca-Cola, a friend shared a YouTube video of NUS students in Singapore hugging a Coke machine in order to receive a free Coke. Individuals and groups were seen in the video hugging the Coke vending machine to get a can of soda.
Following the viewing of the NUS video, a slew of other Coke hugging videos surfaced in various parts of the world. I couldn’t stop myself from watching a few more episodes. Just when I thought I’d seen it all on YouTube, another video, “Coca-Cola Happiness Machine for Couples,” piqued my interest. The vending machine was implanted in Istanbul for Valentine’s Event. Couples who demonstrated their relationship status received two cans of Coke. Another endearing feel-good campaign that will make you smile.

Installations in shopping malls or on busy streets are an inexpensive way to reach and engage customers and the general public. Another term for this is guerrilla marketing.

The method is used all over the world. The term was invented by creative director Jay Conrad Levinson. In 1984, he published a book with the same title. Guerrilla marketing is now widely considered to be one of the best marketing books ever written. It is available in 62 different languages and is required reading for any marketing class. Guerrilla marketing focuses on low-cost creative strategies to engage the audience in a unique and thought-provoking way. As a result, there is a lot of public interest.

Burger King – A Day Without Whopper

Burger King Vs Mcdonald

Two streakers ran onto the field with only the Vodafone logo painted on their bodies during a major rugby match at Telstra Stadium in 2002. In 2005, Burger King ran a hard-hitting campaign that featured Ronald McDonald statues wearing Burger King t-shirts, footprints trailing from McDonald’s to Burger King, and signs on empty McDonald’s benches reading “Gone to BK — Ronald.” Guerrilla marketing isn’t limited to for-profit enterprises.

The international humanitarian organisation Médecins du Monde launched a campaign in Paris to raise awareness about the issue of homelessness. Hundreds of Médecins du Monde tents were distributed to homeless Parisians. The campaign sparked widespread outrage, prompting the French government to set aside nearly $10 million for emergency housing in Paris. The charitable guerrilla advertising campaign of Médecins du Monde has been cited as one of the most effective ones in the world to date.

Consider launching your guerrilla marketing campaign to kick off the New Year right. Collaborate with your team to come up with creative ways to engage your target audience in a meaningful way. Have some fun, try something new and unexpected, and boost your brand in the process.

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