The document discusses guerrilla advertising and viral marketing as unconventional ways to promote Peace One Day. It explains that guerrilla advertising is memorable, interactive, and targets people in unusual places. Viral marketing uses social media to spread information like a "virus." The document proposes using these methods to increase awareness of Peace One Day by creating interactive advertisements in busy areas and spreading images and videos online. Several brainstorming ideas are presented, with the final idea involving bringing elements of Peace One Day like paper clouds and origami into public spaces like airports to creatively engage people of all ages.

1. Peace One Day
By Daniel Wright, Katherine Thomas, Jared Lagden, Latoya
Algae, Hayley Sargood and Michael Shawole

2. Research

3. What is Guerrilla Advertising?
The main reason people use Guerrilla advertising is because it is a cheap and unique way of advertising and it tends
to be more memorable than normal ways (TV commercials, printed posters). However it does tend to take more
time, energy and imagination to come up with good Guerrilla marketing ideas that will be memorable and can
translate to a range of audiences. The idea has to be easily understood and usually targets people in unusual
places.
The main objective around Guerrilla advertising is to generate interest in your product/cause which is why it tends to
be more interactive and tries to make the audience participate in the advertising without realizing.
Viral Marketing uses mostly social networking sites (Facebook, Twitter, YouTube etc.) to advertise their
product/cause. The name refers to the information spreading like a virus. Viral forms of advertising can be
video’s, flash games, chain messages, pictures etc.. it is a convenient cheap way of advertising which relies mainly
on public reaction, in order for it to have the desired effect. The main goal of both forms of advertising is to increase
awareness.
These ideas can be transferred to the peace one day project, we can advertise the day using Guerrilla and Viral
methods, in order to make it universally known. We can advertise it in places frequented by a lot of people, and
make it as interactive as possible. The idea’s have to be unusual and reach people in unconventional ways in order
to evoke interest. We could also try and make images/video’s about peace one day to go viral, making sure that the
Peace One Day and its message reaches as many people as possible. The purpose of advertising in this way for
Peace One Day to be recognized and celebrated all around the world (like mothers or valentines day).

4. Guerrilla Advertising
This is a very innovative piece of
guerilla advertisement. It shows
exemplary images of two children
(whom appear to be begging for
alleviation from poverty) which has
been Photoshopped to fit within the
base of a shopping basket and
above this food is being dropped
into the basket.
From this, a number of themes are
expressed through its purpose to
make people aware of the issues
concerning children and poverty. It
tries to create a feeling of sympathy
amongst viewers of the
advertisement, so they contemplate
and be considerate for these
suffers, especially with the image o
the food and the shopping basket
which represents the food and other
things in life that we take for
granted.

5. Guerrilla Advertising
This advertisement for Frontline, which produces flea It is clear why this advertisement stands out: it’s
and tick spray for pets, is a form of interactive hard to miss a giant chocolate bar! This guerrilla
guerrilla marketing, as the people walking on the advertisement is also interactive, as it is a bench
giant picture of the dog appear as the pests on the which people will use. As a place where people
dog when seen from above. As the general public often go to sit down, it has effectively been made
form the main advertising point, it is interactive with an advert that people want to walk to; making it a
the public and therefore attracts their attention; brilliant example of guerrilla advertising.
people are more likely to remember the product when
they were directly involved with its advertising.

6. Guerrilla Advertising
This advertisement for
extra strong security
glass is interactive by
daring people to try to
break it - with the
incentive of getting the
money inside. Using
money is always going to
be an effective way of
advertising, as it is
something that everyone
needs. Although the
money was mostly This advertisement has been deliberately
fake, there was $500 of placed where people need to interact with
real money inside, and a it: it is a handle to stop you falling over on
security guard who the bus, made to look as though it is a
supervised competitions drink. Seeing it on the bus like this would
that allowed people to be unusual enough to stand out in one’s
test out the glass by memory; achieving the main goal of an
trying to break it. Invite advert. The way it appears as though it is
them to compete with being drunk by the holder is a way of
others to break it is customer interaction.
undoubtedly interactive
guerrilla marketing.

7. Guerrilla Advertising
This picture of a Guerilla Advertisement stands
out as it is big and colourful. The advert is This image is a very good example of guerilla
advertising a Zoo hence the use of the snake advertising. This advert is an advert for a gym by
constricting the bus. Not only is this advert turning the train roof rail into weights making the
cool and eye-catching but it is also person holding look like they are strong. This
interactive, its a bus. this can be a very advert would be used vary often by many people
effective place to advertise as a lot of people
during rush hour.
use busses everyday.

8. Guerrilla Advertising
GTL Ad - This advertisement also uses
an element of humour by personifying
Global Warming Ad - This guerilla advertisement is effective people’s cars. The ad is an image of a
because it stands out and also has an element of humour by using thought bubble hung from the ceiling in a
sarcasm. It stands out because the posts that hold the sign up car park, above the parking spaces. It gives
appear to be someone’s hands holding it above the water, this the impression that - when a car is park
would catch people’s eyes. The text on the sign reads ‘Global underneath - the vehicle has a mind of its
Warming. What’s all the fuss about?’. This is a sarcastic comment own and with the text it has a funny and
because it gives the impression that the person believes there is persuasive effect. The sign reads ‘I wish I
nothing to worry about when really the figure is seemingly standing was a….New GTL’ with the image of the
submerged under water. Interaction with viewers - people would car the company are trying to sell and the
have to move/travel around it. [Note - Global Warming causes sea logo of the company. Interaction with
levels to rise that would the reason for the ‘figure’ appearing to viewers - people would look to see what
stand under the water]. they’ve parked their vehicles underneath.

9. Brainstorming

10. Brainstorming

11. Brainstorming

12. Brainstorming

13. Brainstorming

14. Brainstorming

15. Brainstorming

16. Brainstorming

17. Ideas

18. Idea 1

19. Idea 1

20. Idea 2
This is our Idea for the flash mob. This version of a flash mob gets people/Actors to dress up
as the British Armed Forces and act out a war against each other, but there are Peace One
Day Signs laid out on the actors backs and also on sandwich boards etc

21. Idea 3

22. Idea 4
This could be used in any underground station, it symbolises the fact that in war this
is what people feel like everyday.

23. Idea 5

24. Idea 6 – Final Idea

25. Idea 6 – Final Idea

26. Idea 6 - Final Idea
Connection – Peace One Day
• Bringing the outside in
• Desk with POD paper
• Clouds, paper airplanes, origami birds
• Giant scale
• People from all over the world come to airports
• Can be used in other places; train stations, offices etc.
• For all ages; colouring for children origami for adults
• Wishes; can write a wish on a cloud – send it into the sky

27. Idea 6 - Final Idea

28. Idea 6 - Final Idea

29. Thank You For Listening