2. GUERRILLA AMBUSH
AIM Grab attention.
Engage and entertain,
Get people talking
Reap benefits without paying.
Massive media attention
IDEAL FOR Small companies Big brands and companies
COMPETITIO
N
Not about killing
competition, but being
better
Direct attack on competitors
Hijacking activities
TECHNIQUES Graffiti, Flash mob,
Undercover marketing
Sponsoring media coverage.
Purchasing advertising in and
around broadcast
Engaging advertising space
EXAMPLE T-mobile performing
flash mob at a mall.
T-MOBILE AT O2WIRELESS
FESTIVAL
8. Smart car
Placement of the
marketing message
Fake props
Location of the Smart car
Other logos
Make up your mind what
are you advertising
Location
10. Canadian man leapt into an Olympic pool
Orange Miniskirts AtWorld Cup
11. Ambushed american television show “The
block”
turned up at the auction wearing a teeshirt
emblazoned with his EnergyWatch logo
REASON FOR FAILURE:
They didn’t understand how their target audience felt
about them
Message was unclear
12. 1999 American found footage horror film.
Produced by the Haxan Films production
company
Written, directed and edited by Daniel
Myrick and Eduardo Sanchez
Original budget $20,000 to $25,000.
Grossed over US$ 248 million worldwide
13. Energy watch:
They didn’t understand how their target audience felt about them
Their message was unclear
So even though the approach was right, the EnergyWatch
team failed in their execution.
If the ambush confuses, irritates or angers
customers or reinforces negative perceptions
or concerns about the company then it will
damage the brand
14. PRE- RELEASE:
Efforts to convince that the movie was real
Started in 1998
Widely marketed Online: website
Detailing : posters
Social proof: ahead of audience
Point of reference
Unknown actors added to the mystery
27 SCREENS only
