Ambush Marketing,
a necessary evil
Ambush marketing – a term coined by marketing
guru Jerry Welsh, has not really been rigorously
defined. However, it can br...
Ambush campaigns come in a variety of
forms, but at its core, they are focused on
drawing attention from one brand,
usuall...
Some ingenious ambush
campaigns
Fiat photobombs the Volkswagen’s
headquarters in Google Street view.
In May 2012, Google’s Street view published
images of...
Stella Artois goes to the U.S. Open,
unofficially.
Heineken was the official beer sponsor of the
2011 US Tennis Open. For ...
Paddy Power raised eyebrows over
sponsorship of the largest athletics event in
London.
Paddy Power created and sponsored a...
HUL vs.P&G
Hindustan Unilever (HUL) and Procter & Gamble (P&G) the
two major producers of consumer goods, have been involv...
Not only ambush marketing is a necessary evil for marketers, it’s better for consumers as
well. If a brand smashes through...
Join us on
www.facebook.com/Stickygarlic
Follow us on
www.twitter.com/StickyGarlic
StickyGarlic Communications
We help bra...
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Ambush marketing

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Ambush campaigns come in a variety of forms, but at its core, they are focused on drawing attention from one brand, usually the lead or official brand, onto another, through various creative efforts. It’s often really effective.

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Ambush marketing

  1. 1. Ambush Marketing, a necessary evil
  2. 2. Ambush marketing – a term coined by marketing guru Jerry Welsh, has not really been rigorously defined. However, it can broadly be defined as a marketing technique wherein marketers try to establish a connect between their product or brand with a particular event, without having to pay sponsorship expenses for the event.
  3. 3. Ambush campaigns come in a variety of forms, but at its core, they are focused on drawing attention from one brand, usually the lead or official brand, onto another, through various creative efforts. It’s often really effective.
  4. 4. Some ingenious ambush campaigns
  5. 5. Fiat photobombs the Volkswagen’s headquarters in Google Street view. In May 2012, Google’s Street view published images of a FIAT 500 parked outside a building! The problem? The building in question was Volkswagen’s Swedish Headquarters! So, how did this happen? The smart blokes at Fiat noticed the Google cars roaming the streets of Södertälje and sent a bright red Fiat 500 to follow it and then parked one of their signature vehicles literally on the doorsteps of the entrance to VW’s headquarters. An in depth understanding of Google’s pattern tells you that it will likely be a few years before the Fiat goes away.
  6. 6. Stella Artois goes to the U.S. Open, unofficially. Heineken was the official beer sponsor of the 2011 US Tennis Open. For their investment, the brand received stadium signage, on-site hospitality and activation, exclusive beer sales in stadium along with logo rights to take to retail. What they were not promised was public transportation ad space in or at sub way stations. The problem? For those attendees that took the train to the tournament, 15 ads littered the public transport terminal near the tournament and sure made it look like Stella was sponsoring a tennis event.
  7. 7. Paddy Power raised eyebrows over sponsorship of the largest athletics event in London. Paddy Power created and sponsored an athletics event in London on 1 August 2012. However this London was actually a town in Central France, but they advertised their sponsorship in London, England, much to the annoyance of the London Organising Committee of the Olympic games (LOCOG), which was unable to do anything about it.
  8. 8. HUL vs.P&G Hindustan Unilever (HUL) and Procter & Gamble (P&G) the two major producers of consumer goods, have been involved in comparative advertising for a long time now. Though earlier, the comparison was subtle or in the form of market price comparisons, now they have come out in the open, taking the ad war to a different level. On July 23, 2010, Mumbai woke up to hoardings that screamed: ‘A Mystery Shampoo!! 80% women say is better than anything else’. P&G, it was later found, was planning to unveil the new Pantene on August 1. HUL saw this as an opportunity to score a point. They ambushed P&G. On July 28, even as the P&G hoardings stood tall on its skyline, Mumbai woke up to another hoarding that was upfront, and suggestive of its source of inspiration. It said: ‘There is no mystery. Dove is the No.1 shampoo’. Dove is one of the four brands in HUL’s shampoo portfolio.
  9. 9. Not only ambush marketing is a necessary evil for marketers, it’s better for consumers as well. If a brand smashes through, thanks to wicked marketing, hurray! People don’t see it as unethical, unlike pointing fingers at us, media and ad guys. For the people, it’s exciting advertising and radical thinking. Marketing is unabashed war, with immediate profits to be won. Until and unless brands draw attention of the target audience, they are almost certain to be ignored and thus compromising sustainability. Innovative ambush campaigns ensure that the brands remain at the top of the consumer’s mind share because of its dexterity and wickedness. So all said and done! No waiting. No watching. Attack meekness. Plunder weakness. Deliver shock and awe.
  10. 10. Join us on www.facebook.com/Stickygarlic Follow us on www.twitter.com/StickyGarlic StickyGarlic Communications We help brands bring forth clutter breaking communication strategies, designs and lateral thinking to ensure a deeper and sustainable impact of your marketing campaigns and efforts. F ind out m ore a t www.stic kyga rlic .c om

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