DID you visit major malls around town
during the holiday season? Like the majority
of Bangkokians, I spent a bit of time
in the malls buying presents for my husband,
kids, mum, brother and extended
family in France. I noticed that the front
of CentralWorld was full of installations
from various companies - all decked out
in Christmas themes. Among the companies
were a mobile service provider, an
insurance company and a camera manufacturer.
The setup was warm, inviting
and encouraged lots of photo taking and
posting on social media.
Our family took a break in Hua Hin
over the New Year's break. I observed
that areas frequented by visitors also
had many installations. Toshiba had a 3D
illusion laptop on the ground of Cicada
Market. The Sam Phan Floating Market
featured a human-size Coke fountain
bottle. The spray was nice and cool on
a hot afternoon walk. It also helped that
there was a Coke stand selling drinks and
snacks next to the fountain.
Speaking of Coca-Cola, a friend
recently posted a YouTube video of NUS
students in Singapore hugging a Coke
machine to get a free Coke. The video
showed individuals as well as groups hugging
the Coke vending machine to get a
can of soda. After checking out the NUS
video, several more Coke hugging videos
popped up in locations around the world.
I couldn't help but watch
a few more. Just
when I thought
I'd had enough
YouTube gawkinggawking,
another video caught my eye, "Coca-
Cola Happiness Machine for Couples."
The vending machine was installed in
Istanbul for Valentine's Day. Couples who
showed that they were together got two
cans of Coke. Again, another cute feelgood
campaign that makes you smile.
Installations at malls or on a busy street
are an inexpensive way to advertise and
engage customers and the general public.
This is also called Guerilla Marketing. The
practice has been used around the world.
The term was coined by Jay Conrad Levinson,
an advertising executive. In 1984, he
published a book by the same name, and
today it is considered one of the best marketing
books ever written. It is available in
62 languages and is required reading for
a marketing course. Focusing on low cost
creative strategies, the aim of guerrilla
marketing is to engage the audience in a
unique and thought provoking way. The
result is PR buzz.
In 2002 at a major rugby event in Telstra
Stadium, two streakers ran onto the field
with Vodafone logos painted on their bodies.
Burger King's hard-hitting campaign in 2005
had Ronald McDonald statues wearing
Burger King T-shirts, footprints trailing
from McDonald's to Burger King, and
signs on empty McDonald's benches that
read "Gone to BK
- Ronald."
Guerilla marketing isn't just for profit
companies. M้decins du Monde, an
international humanitarian organization,
staged a campaign to draw attention to
the issue of homelessness in Paris. Hundreds
of tents with M้decins du Monde
logo were given to vagrant Parisians. The
campaign caused a public outcry and
the French government allocated nearly
$10 million for emergency housing in
Paris. The benevolent guerrilla marketing
campaign by M้decins du Monde has
been cited as one of the most effective
campaigns in the world to date.
If you are looking to start the New
Year with a fresh outlook, consider implementing
your own guerilla marketing
campaign. Do some brainstorming with
the team and gather up creative ideas
that you could use to engage your target
audience in a relevant way. Have fun, do
something surprising, innovative and
boost your brand in the process.
Pacharee Pantoomano-Pfirsch is a
Marketing Consultant at Brand Now, a
boutique marketing and PR agency helping
clients to communicate their brand.
If you'd like to launch a below the line
campaign this year, she may be reached at pacharee@brandnow.asia
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