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Microsoft Software Prank with alarm

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Advertising Agency: Saatchi & Saatchi, Dubai, UAE

Executive Creative Director: Marc Lineveldt

Creative Director: Danny Higgins

Copywriter: Neil Harrison

Advertiser’s Supervisor: Sara Mohammed Al Mudharreb

Account Manager: Hema Patel

Account Supervisor: Chandresh Rughani

Art Director: Darren Jardine

Photographer: Tara Atkinson

Guerrilla Marketing, the concept

Guerrilla Marketing, the concept coined by Jay Conrad Levinson, is no different from the Guerrilla Warfare. It’s war against traditional thinking and big budget by the use of creative force. The only rule here is that there is no rule. If anyone still wants to define the guiding principles then those would be Identify, Innovate, Interact and Impress.
Identifying the target audience is the most important part in conceptualizing any guerrila campaign as the placement of the advertisements depends on it. Guerrilla marketing is more about matching wits than matching budgets and this demands innovation. What separates it from normal marketing techniques is it’s interaction with people. This makes them think which results in longer brand recall. And if you can impress them during the brief interaction then you have the winner. Here are some tools which can be used for Guerrilla campaigns.
Humor
Humor when understood is the greatest way of getting attention, but can be risky too as it might offend certain section of people. Here is an example where humor is used to convey the selling point of Axe in a fun filled way.
Every year Europe’s largest women’s running event takes place in Aarhus, Denmark. This year more than 6,000 women participated in the race and an enormous crowd along the roads was following the event.
Immediately after the race begins, a man in an AXE T-shirt jumps over the fence approximately 100 meters after the Starting Line. He begins to spray himself with AXE deodorant and starts to run along the route, when the 6,000 women gets near him.
From the point of view of the spectators along the road, they saw a man - wearing an AXE T-shirt - that was being hunted by over 6,000 women.
Curiosity
I have no special talents. I am only passionately curious. ~Albert Einstein
Not everyone is even a distant close to Albert Einstein in regards to physics and science, but most definitely will surpass him in curiosity level about beautiful women. In this guerrilla campaign the agency is banking on curiosity factor.
Napkins with lipstick stains were left on tables in pubs and inside the napkins was an ad for Detective Smith. I wonder how many people would hire Detective Smith but many would like to kick him for the beautiful trap.
Shock
In India you will find astrologer and god man at every corner. And if you happen to go to them for advice on your future then you will most likely be told about all kind of problems that are coming to hit you unless you perform some rituals as suggested by them. What choice you have when you are scared to death ?
You might be wondering what’s this to do with the advertisement of a CCTV system. The common thing between them is “Shock and Fear Factor“.
Polaroid photos were taken outside homes and businesses and a sticker with message “With a CCTV security system you could have seen me outside your house” was placed on the back before dropping them in their respective mailboxes. An innovative and bold idea to demonstrate the disadvantages of not having a CCTV and suggesting to go for one.
Simplicity
It’s easy to be complex but difficult to be simple. This campaign of business card for a diving instructor strikes precisely with simplicity of thought.
Diving is a very small & niche market. This gave the liberty to manually create the ‘wet’ effect on each card. The recipients instantly got the message about the client’s passion for diving and the fact that he was in the ocean most of the time. As a result the diving class was fully booked up to 4 months in advance.
Intelligence
Intelligence in advertising is like two-edged sword. It’s foolish to be too intelligent just not to get understood. Yes, it might win you some award but the company doesn’t pay you for that. At the same time it works beautifully if it can make people ask themselves; Why didn’t this idea come to my mind?
Bikers in big cities like Jakarta often suffer from eye irritation (red eye) caused by pollution on the road. The idea demonstrates how fast Visine alleviates the problem. The signage is placed on a traffic light in the city of Jakarta which has a 60 seconds countdown timer.
Sexligance
Sexual theme presented with elegance always sells. Most of the times sex is abused to sell anything and everything even though there is no connect with the product. This is a nice campaign though for Axe which stays within the line to promote the well-established brand image.
As wrapping the female students’ dormitory in the shape of calendar and using Axe for a month throughout March, they aimed for the expression that a new female can be met on a daily basis, to promote the brand image and preference for Axe.
Common Sense
They say common sense is not so common, rightly so. But when you need to extract maximum out of limited resources then you don’t have any other choice but to be innovative and use common sense.
This is a campaign for Casinò di Venezia where the conveyor belt in an airport is smartly used to market the casino. It’s impossible for the passengers to escape this campaign.

du|Flash mob @ JBR

Cesviamo Stop Aids| The Condom Mob

Cesviamo (www.cesviamo.org) is an italian social network created by Cesvi, a non-profit cooperation and development organization of social utility. The basic idea of the network is very simple: you can make a bet envolving all your friends in order to raise money for social issues. In this case, they had 3 goals: to increase the awareness of the website, to explain how the social network works turning fundraising into “funraising”, and to make people – and above all students – more conscious about AIDS, an actual and vivid issue. So they launched the biggest bet ever: the “Condom Mob” – 100 young person in a condom against AIDS! The word of mouth has grown up trough the main social networks (facebook, twitter, friendfeed) and the event took place inside two italian universities: the first one in Milan, well known for communication studies, and the other one in Genoa, specialized in medical studies. The result was beyond their expectations! In the first case they managed to reach 223 person entering the condom, while in the second case the person involved was 230! The media coverage of the campaign was and still it is beeing impressive (tv, radio, magazines, social networks and hundreds of website and blogs). In the end the bet was won, and Cesvi saved the life of a child in Africa preventing him from AIDS (in detail, Cesvi supplied a complete therapy that reduces nearly 100% the risk of aids transmission from a HIV positive mother to her child).


Advertising Agency: Now Available, Milan, Italy

Chubb Nord-Alarm Security System| mailboxes balloon

From time to time there are disasters, theft and various other unforeseen events. Television shows such images of happy feeding us images of people who need help, they were wronged by fate or nature. But few of is not insured
Chubb Nord-Alarm Security Systems, which specializes in selling alarm systems has carried out a very simple, but extremely unusual guerrilla marketing campaign. Well, the mailboxes in the door got some unusual gift. Black balloon..

Weltvereinigung.de: polystyrene stencils

Realisation on bridges by German light artist Oliver Bienkowski. These polystyrene stencils advertise in 14 cities of Germany for weltvereinigung.de.

Hopenhagen Sunbathing Flash Mob

TBWA getting aggressive with Saatchi

Grocery Store Musical

Song by Anthony King and Scott Brown (Gutenberg! The Musical!)

For our latest mission, six undercover actors burst into song in a grocery store in Queens. Three minutes and lots of silly choreography later, they returned to their roles as shoppers and stock boys. The mission was filmed with hidden robotic, lipstick, and wearable cameras. Enjoy the video first and then go behind the scenes with our report below.

We had a couple of really excellent hidden camera reaction interviews that got cut from the final video. I put them together in an outtake video:

Produced by: Disposable Television
Director of Photography: TV Boy
Still Photos: Katie Sokoler

We’ve been wanting to stage a follow up to our Food Court Musical mission for quite some time. Unfortunately, we’re not able to produce a musical like that without some serious help in the budget department. (Food Court Musical was produced for a TV pilot.) Last month Trident Layers expressed interest in sponsoring an Improv Everywhere event (giving us creative control and using no product placement), and I knew this would be a great opportunity to create a new public musical.

Agent Brown rehearses with Agents Kayne and Rustin

I knew from the start that in order to make a worthy follow up to Food Court Musical, I would have to use the same songwriting team, Scott Brown & Anthony King. Not only are they longtime Improv Everywhere Agents, they’re also the authors of the hit Off-Broadway musical, Gutenberg! The Musical!. Their songs, both catchy and hilarious, have been stuck in my head for many a sleepless night.

The cast rehearsing

The cast were all actors I knew from the Upright Citizens Brigade Theatre. We had to cast people who could really sing well, given the “slow jam” nature of the song. We had a rehearsal at a Manhattan studio where Agent Brown taught them the song, and Agent King worked on the choreography.

Rehearsing in the store

The next night we had a rehearsal in the grocery store itself. The store was part of a small chain called “Best Yet” and was located in Astoria, Queens. We chose it for its enormous size, at least by New York standards.

Our rehearsal was late at night, right before the store closed. There were very few people shopping at that hour, so we wouldn’t get a real sense of how crowded the produce section would be until the actual mission the next day. We worked with the store and got permission, enabling us to set up hidden cameras. We used some incredible robotic cameras that were operated via joystick in the control room in the back.

The control room

Speakers

We had planned to just use the store’s PA system to play the song. At the dress rehearsal we learned that grocery store speakers sound awful when the volume gets cranked up. The bass turned to fuzz. So we hid some additional speakers under the muffin table to give their system a boost.

In addition to the robotic cameras hidden on high ledges and in security domes, Agent Adams had a couple of camera rigs he could control out on the floor. We put a lipstick camera on the end of a cart and filled it with groceries. He was able to push it around the area while watching what he was filming on a little monitor.

Agent Adams also had a hidden camera in the strap of his bag, getting a great POV shot of anyone he talked to.

His main job was to get reactions from shoppers after the musical ended. He wore a hidden microphone and also wore an earpiece, enabling me to talk to him from the control room and say things like, “Try to get the woman you’re talking to to turn around; we’re only seeing the back of her head.”

Control room monitor

We staged the mission a few times throughout the day to make sure we got the best possible take and camera coverage. The first take started around 1 PM.

The first few moments were always hilarious. As soon as Agent Kayne started in with his “No, no, no’s,” heads began to turn.

When we did Food Court Musical, we had a pretty good idea of where our audience would be– sitting at the tables. This was more unpredictable. We had all of this choreography planned, but we had no idea if people would make way for us. The area got increasingly crowded as the day went on, which made it all the more fun. Often people found themselves right in the middle of the show.

A woman laughs as Agent Johnson passes with his basket

The woman above took her cart right through the center just as the chorus began. It was like she was a part of the choreography.

Agent Scott’s character was pregnant; she was not. We used a fake belly. She had shoppers coming up to her before and after the song asking when she was due, etc.

Agent Fernandez helps a customer find an item from the circular

Agents Brown and Fernandez played the two stock boy characters. This meant they spent most of the day walking around the floor in the store’s uniform. Of course they were constantly being stopped by customers asking for help.

Our musical was staged very close to the front door, so lots of folks would walk in mid-song. It was fun to see their reactions as they entered and were immediately confronted by our ridiculousness. We got so many wonderful reactions from everyone in the store throughout the afternoon. Queens is the most diverse county in the entire world, and it was really wonderful seeing all of the different types of people laugh and smile.

Letting a friend on the phone listen in

This guy was particularly excited (as seen in the video)

There was always a nice crowd near the registers looking over

The musical got even more absurd when Agent Brown carted Agent Fernandez down the aisle. Agent Fernandez delivered his passionate speech into a price gun, and the two starting spinning while the rest of the cast circled them, building up to the finale.

Before the shoppers could finish applauding, our actors were back to normal life. Those playing customers went back to shopping and those playing stock boys got back to work.

Agent Brown prices some fruit

Mission Accomplished

Via

Playstation 3 Slim EGG [case study]

FREEBORD: STREET ILLUMINATI

Crew of Freeborders take over an SF street to create a real life video game. http://www.freebord.com.