Guerrilla marketing.

Flash Mob
Green advertising
Lect. Univ. Dr. Ioana Iancu
Departamentul de Comunicare, Relatii Publice si Publicitate
Universitatea Babes-Bolyai
Cluj-Napoca

Guerrilla marketing

Traditional vs. innovative

Traditional methods work
(Why else would they be called traditional?)

However, consumers demand more

customization and more individualized
messages

Definition
a type of marketing that reaches
consumers in an engaging and
unexpected way
guerrilla strategies involve picking
opportunities where the opponent will not
expect to engage them

Guerrilla tactics
The term guerrilla comes from the military
domain
Guerrilla tactics, in terms of their militaristic
roots, were created by armies who didnt have
the resources to reach their political and military
goals through traditional methods
As a result, they had to look at the resources
available and get creative with how they chose
to approach and engage

Jay Conrad Levinson

The father of guerrilla
marketing
GUERRILLA MARKETING
was born in 1957 when, as a
U.S. Army counterintelligence
analyst, I was required to write
reports of investigations in one
and one-half pages, singlespaced. That taught me the
importance and the challenge
of being concise.
Guerrilla marketing has grown
because it is astonishingly
simple and because it works
so well

Guerrilla marketing
turns the approach of reaching consumers
upside down
Makes the consumers to look at a product differently

guerrilla marketing can use traditional methods

(such as print, TV, and radio) to get the word out
BUT it breaks traditional expectations by applying
these tools in a different way
guerrilla marketing gives the consumer something
tangible and experiential

Guerrilla marketing
Unique
something thats never been done before to make the greatest
connection to consumers

Targeted
hitting the target consumers directly where they reside

Cost-effective
the money is spent on the people it will have the greatest impact
on

Buzz-worthy and often press-worthy

truly unique, bound to attract attention
picking up some press exposure as well

Guerrilla marketing platforms

more street-level, out-of-home, event
marketing.
The focus with guerrilla isnt the what, its
the how: How are you approaching the
consumer?
reaching the audience in a way thats
exciting, unexpected, and memorable

Guerrilla marketing
Crazy
Wild

New experience
Different perspective
Unconventional
Thinking outside the box
Fascinating

 Lets see some examples of guerrilla

marketing!

Flash Mob

Flash Mob
a public gathering of complete strangers,
organized via the internet or mobile phone, who
perform a pointless act and then disperse
(Nicholson (2005) and Molnar (2009))
etymological antecedents:
smart mob (a leaderless organization)
flash crowd (massive influxes of net traffic in
response, for example, to a website advertisement,
announcement or sale)

Flash Mob
Anonymous and playful performative
interventions in the public sphere
The phenomenon has developed quickly
recently
gained visibility mainly because of the new
possibilities for community creation,
communication, and documentation provided
by new media

Flash Mob
The art of the flash mobs have been used
for
Protest
Satire
Entertainment
Advertising
Artistic expressions

The origin of flash mob phenomenon

Probably in a few relatively unmanageable actions in large shopping centers

in American towns (some say it originates in Australia)
The aim - disorganizing them temporarily and playfully
These actions generally had no political significance

This all changed at the end of the 1990s.

The Reclaim the Streets movement,

highly active at the time used to organize illegally orchestrated street raves in
the public spaces of large towns
made intensive use of text and email address lists to organize quasispontaneous street parties.

The movements desire to use free public space (The streets for people!)

Participants therefore received a short message containing simple

directions to the place, the date, the time and a few instructions, such as
wait for the orange smoke thats when the rave will begin.

Moroccan youths in Amsterdam East

used text message address lists
mobilize themselves rapidly and effectively against
what they saw as unjustified police violence

real-time mobile communication (texting) was

available essentially free of charge
shortly after that incident, texting became a paid
service
its use for this purpose quickly lost popularity
it was simply too expensive to send so many
messages at the same time

Flash Mob a new dance genre

is growing due to its appropriation by diverse
communities of interest with varying objectives
extreme adaptability to different contexts of
production and performance

a truly universal dance form

creating ephemeral identification with communities of
interest
celebratory, political, and commercial become
conflated in a mode typical of twenty first century
consumer capitalism

The first flash mob

Occurred in June 2003
organised by Bill Wasik (2006), senior editor of the American
upmarket fashion magazine Harpers

Invitations by text messages, email and blogging

some hundred people gathered around a $10,000 carpet in the
furnishing department of Macys, a chic New York department
store

For ten minutes, they discussed, amongst themselves

and with the sales people
purchasing the rug for their free-love commune, to use it as a
love rug.

And then they dispersed

Aims of flash mobs

Flash mobs with no purpose at all (just fun)
Flash mobs against social aspects (climate changes,
global warming, homosexuality, abortion violence,
criminality etc.)
Flash mobs against political aspects
Flash mobs as tributes for certain people (ex. Michael
Jackson)
Flash mobs as non-conventional advertising
Etc.

Some flash mobs

The Slo-Mo Home Depot Mission

The Slo-Mo Home Depot Mission took place on 19 August 2006

around 225 people who were all recruited over email - participated.

At exactly 4:15, everybody would begin moving in slowmotion for five

minutes.
Then everybody would shop normally for five minutes, as if nothing had
happened.
At exactly 4:25, everybody would then finally freeze in place for five minutes
After this, the agents would go back to normal and leave the store

Improv Everywheres work has also taken place in parks, metros, streets
and plazas indeed in many different locations that have a large flow of
people in common

There is no clearly defined purpose

people come together just for the sake of it

Pillow Fight Club

Began in London in the autumn 2004
Quickly spread to among other places New York,
Toronto, San Francisco, Birmingham, Rome, Vancouver,
Leicester and Paris.
The rules:
inspired by the film Fight Club, where the first rule is You do not
talk about Fight Club,
the first rule of Pillow Fight Club is tell everyone, and apart from
that, bring a soft pillow and at a preset time at a predetermined
place
this very simply orchestrated event has literally turned into a new
mass phenomenon

A pillow fight
pillow fight in San Francisco on Valentines Day
14 February 2007
more than a thousand people fought each other

These events are literally open source recipes

the directions and documentation are posted on the
internet
anybody anywhere can organize a pillow fight.
people start fighting on a pre-set time, but stop
whenever they feel like it.

Green advertising

General context
Nearly a quarter of the carbon dioxide that
makes up about 80 percent of all greenhouse
gases comes from electrical power plants
Transportation is second only to electricity
generation as a contributor to global warming,
accounting for roughly a fifth of carbon
emissions
Due to millions of rural cooking fires, parts of
Southern Asia suffer extremely poor air quality
A person cooking over an open wood or kerosene fire
inhales the equivalent of two packs of cigarettes a
day

Marketing context
Environmental damages (pollution, global warming)
Strong eco-movements
An over-crowded market of products and brands
The need of using modern trends for differentiation
eco trend
Corporate environmentalism recognizes the need to
integrate environmental issues into the firms strategic
plans

Google and environment

A Google search for global warming
(exact match)
2002 yields 5,740,000 hits
By 2008, the results multiply almost fivefold,
to 25,100,000.

Searching for climate change shows

similar gains, from 8,180,000 for 2002 to
36,100,000 for 2008.

Some statistics
US comprises only 5 per cent of the worlds
population, but has consumed
about five times more than an average Mexican,
10 times as much as an average Chinese
30 times more than the average person in India
(Motavalli 2004)

The need to look for green advertising strategies

to influence green consumption and behaviors in
response to the worsening environment

Green advertising
Green advertising is very green, very young
Most green ads focus on altruistic motives and
urge consumers to engage in green, proenvironmental behavior
However, such behavior may not be natural (it may
be more natural to buy, own, experience and
consume)
Green behavior is chic and avant-garde

It deals with an organizations goal to make profit

Green advertising is a powerful strategic marketing
tool

Green advertising
the promotional messages that may appeal to
the needs and desires of environmentallyconcerned consumers (Zinkhan & Carlson
1995: 1).
any advertising that meets at least the following
criteria:
explicitly or implicitly addresses the relationship
between a product/service and the biophysical
environment;
promotes a green lifestyle with or without highlighting
a product/service;
and/or presents a corporate image of environmental
responsibility. Banerjee et al. (1995: 22)

Green advertising
advertising that claims the advertised products
are environmentally friendly or that their
production process conserves resources or
energy
recyclable packaging,
biodegradable raw materials
energy conservation achieved in the production
process (Wagner and Hansen 2002).

ads with green claims were more effective in

generating favorable brand attitudes than were
ads without green claims (Mobley et al. 1995)

Green consumer
Since 1960, there has been a growing concern
about the future of the earth
consumers worry about more than just the
purchase and the consumption processes, but
also about production
the number of green consumers grows - these
individuals may be enough to create a large and
feasible market segment
green marketing strategies might be profitable

Green consumer
a green consumer is any one whose
purchase behavior is influenced by
environmental concerns (Shrum, McCarty
and Lowrey 1995, p. 72)

Consumer Environmental
Segments

Genuine Greens

Not Me Greens

cares a great deal about the environment, but doesnt seem to have the knowledge or
resources to take action

Business First Greens

engages in some green behaviorsmostly the easy ones such as recycling

being green is not a priority for them

Dream Greens

expresses very pro-green attitudes, but its behaviors are only moderate, perhaps because
these people perceive lots of barriers to living green

Go-with-the-Flow Greens

the most likely to think and act green

sees few barriers to behaving green and may be open to partnering with marketers on
environmental initiatives.

environment is not a huge concern and that business and industry is doing its part to help
they dont feel the need to take action themselves

Mean Greens

knowledgeable about environmental issues, but does not express pro-green attitudes or
behaviors.

Guilt
various types of advertising appeals to help form
and change attitudes to persuade consumers to
buy (Edell & Burke 1987).
guilt is one of them (Bozinoff and Ghingold
1983).
past or future violation of a norm
failing to care for other people (Huhmann &
Brotherton 1997).

guilt-induced feelings are likely to mediate the

relationships between guilt levels and green
advertising effectiveness

Feeling ambivalent about going

green
On the one hand, consumers like to buy green
products because they
do not harm the environment
enjoy the emotional benefits of green purchasing behaviors
(feeling proud).

On the other hand, they may have doubts about

buying green products because they suspect the
products have
inferior quality
cost more
low efficacy in changing the world

Green goods
Green goods and services are much easier to market
They often command a premium price, and thus are
more profitable
Green goods and services are better for the
environment:

they use fewer resources

less energy
more organic and natural material
less pollution

They can actually be cheaper to produce, if properly

designed

Green goods
The hotel industrys
change in towel
washing policies had
essentially no
consumer resistance
because this costcutting move was
successfully marketed
as a Green initiative.

Green marketing campaigns

Procter & Gamble - Tide

Coldwater (2005)
First detergent specially designed to
unlock benefits of washing in cold water
Laundry detergent to help consumers
reduce their energy bills while delivering
deep cleaning in cold water
Tide Coldwater was developed through
extensive research and testing

Clio Awards 2007

 If everyone in New
York City washed
their laundry in cold
water for just a day.
the energy savings
could be 5.7 million
kwh enough to power
every light in the
empire state building
for an entire month.
Save loads of energy
tide coldwater.

Jamie Olivers Food Revolution

(2006)
a show about a quest Jamie Oliver is on to
educate America about the food we eat,
the dangers of processed food and how to
cook healthy
He won the TED Prize in 2012 for the idea
and is now fighting his battle through a TV
program on ABC.

Jamie Olivers Food Revolution

Over the first few episodes, Jamie helps school
"lunch ladies" to make healthier food for
schoolchildren and works with a small group of
high school students on reinventing their lunch
menus
The last episode showed Jamie making a bet
with a local radio DJ in Huntington that he could
get 1000 people in the city to cook healthy in 5
days

Diesel - Global Warming Ready

(2007)
models posing in Diesel clothing in a world
affected by raised water levels and temperatures
portrays the potential look of this new world
while representing it in an aesthetically beautiful
way
The shocking effects of Global Warming are not
immediately noticeable but are subtly revealed
through details in the ads depicting ordinary
scenes in a surreal, post-Global Warming world.

Tropical birds in St Marks Square,

Venice

Sandy desert overtakes the China

Wall

Tropical plants growing in Paris

Rio de Janeiro underwater

New York City submerged

Beach scene at Mt Rushmore

London a water playground

Summer holidays with the penguins

in Antarctica

General Electric Ecomagination

Ecomagination homepage says it all:
welcome to our vision of a healthier
world
The invention of the first practical
incandescent light bulb
The Americas first Central Power Station
GE provided the basis of modern life
through innovation

HSBC Bank There is no small

change
Earth Day campaign
The company became the world's first major bank to become carbon
neutral in 2005
It has been named Green Power Partner of the Year by both the
Environmental Protection Agency and the U.S. Department of Energy
for the past two years.

In 2007, the EPA presented HSBC with the distinguished Climate

Protection Award which recognizes global leaders for their work to
reduce climate change
the Financial Times named HSBC the 2006 Sustainable Bank of
the Year.
HSBC is the worlds first bank to become 100 percent carbonneutral, meaning that its worldwide operations contribute zero net
carbon dioxide emissions into the atmosphere.

TOMS Shoes
They donate a pair of shoes to a child in
need for every pair they sell.

Toyota Prius
Harmony Between Man, Nature And
Machine
the campaign paints the Prius as offering
what buyers want--advanced technology,
more power, interior space, safety, and
lower tailpipe emissions.

Weird Unofficial Toyota Ads: "Well, at

least he drives a Prius"

Timberland

Earthkeeper campaign

The goal of recruiting one million people to become part of an online network
designed to inspire environmental change

The decision to incorporate recycled materials into the product line

The company became carbon neutral in 2010

by purchasing renewable energy where possible and generating its own
renewable energy where clean energy is not available

The company designs recyclable products

the firm is striving to create low-cost products that are not only less harmful to
the environment but also can become revenue-generating products after the
productive life of the shoe

The company is concerned with the environment and surroundings of the

communities and workplaces in which the company operates
Timberland sponsors service events in which it works to strengthen communities
by improving green spaces and access to the outdoors

It encourages employees to engage in community service in their communities

Method
Just Say No to Jugs
"smartclean technology" pump-bottle detergent
The company says you can clean 50 loads with
its small bottle, featuring a high-powered, plantbased formula that uses 95 percent natural and
renewable ingredients
The goal is to shake up the way consumers
have been doing laundry for years,

BMW Diesel
Ch-Ch-Changes
Diesel cars in America have a reputation for
being smelly, slow and loudmostly this was
perpetuated by the late 70s and 80s Mercedes
diesels.
BMW sought reach millions of American viewers
with their 2011 BMW 3-Series diesel commercial
during the first half of Super Bowl XLV

World Wildlife Fund

WWF

World Wildlife Fund

WWF - Look how much carbon monoxide

you'll keep out of the air we breathe by not
driving for just one day.

WWF - the tsunami killed 100 times more people than

9/11.
The planet is brutally powerful. Respect it. Preserve it

WWF - Before it's too late

 WWF - You
can't afford to
be slow in an
emergency

WWF - Fashion claims more

victims than you think.

WWF Anti pollution campaign

Greenpeace

Greenpeace small print ads

Greenpeace

 Greenpeace "Winter. You will miss

it when it's gone."

Greenpeace toilet paper ad

Some others

"The World Can't Take Any More CO2."

Denver Water water conservation

Prolam Y&R , Santiago - The air

that cools your home heats up the
world

SAFE

Eskom in South Africa

 Federal Public
Service Health,
Food Chain
Safety and
Environment,
Belgium "Think about
what it
consumes
before buying"

China Environmental Protection

Foundation

IKEA

In May 2007, IKEA announced plans

for premium parking for consumers
that drive hybrids or other highly fuelefficient automobiles to its Canadian
store

The parking spots are located near

handicapped and family parking areas
at the entrance of IKEA stores

The attractiveness of this idea has

prompted the company to bring the
idea to its stores in the United States

Most IKEA furniture is distributed in flat

packs that enable larger quantities to
be transported with less environmental
impact

Where possible, returned products are

repaired and used as spare parts or
sold at reduced prices

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