March 7, 2014

Guerilla marketing

Guerilla marketing: Not those large primates that go around throwing bananas at people in the hope that it will catch on, more a low-cost (but often hugely effective) strategy that uses low-cost unconventional means to convey a product, idea – or in this example – just show off.

Earlier this week delivery firm DHL put two fingers up to its competitors with a cheeky, imaginative stunt that highlighted their status as a challenger brand with a superior service.

DHL hired rival firms UPS and TNT to deliver large black boxes to addresses that were tricky to locate. Except, the boxes weren’t really black – they were printed with temperature-activated ink, meaning the boxes that were chilled at the time of pick-up then thawed out once in the back of the delivery trucks. The surface black ink thus faded, revealing a cheeky message emblazoned underneath in DHL’s pantones; “DHL IS FASTER”. Whilst the hard-working TNT & UPS deliverymen dragged the boxes around town to find their drop-off, they were actually advertising the superior wares of DHL – as Gizmodo reports; “these Trojan packages simultaneously broadcasted their [rival companies’] inferior delivery services”.

Not only did this innovative marketing tactic garner free advertising for DHL, it also offered engaging video content – available here:

Here at Unity we love a quick, effective low-cost tactic that utilises new technology. Back in the early days of Twitter, Unity offered their services to small youth music charity Rhythmix, to start a Twitter campaign called #CowellMustPay – as X Factor-born girl group (now known as Little Mix) had originally tried to name themselves Rhythmix. With the help of Unity the charity started a campaign asking X Factor fans to donate to the charity, rather than using money to vote on the talent show. Using Twitter whilst it was still (relatively) new to garner support from the public and influencers, together they achieved celebrity backing from Stephen Fry, Edith Bowman and Alistair McGowan and others – who pledged their support for the charity to keep their name. Which of course, they did.

Let’s hear it for the underdogs, say all at Unity.