The Takeaway

Guerrilla marketing isn't simply about doing something unusual.

It's about finding ways to get noticed, be remembered and give people something worth talking about.

The numbers tell part of the story:

95% say it's more attention-grabbing.
90% find it memorable.
63% share it with others.
5× more word of mouth.

Break out of traditional advertising spaces and create something people remember.

Why Guerilla Marketing?

95% of consumers believe guerrilla marketing campaigns are more attention-grabbing than traditional advertising.

With advertising appearing everywhere we look, getting a message in front of someone isn't necessarily enough. Getting them to notice it is the challenge.

Guerrilla marketing takes brands outside the usual advertising spaces, using unexpected locations, creative formats and unusual executions to get people to look twice.

Advertise Where Traditional Media Can't

Guerrilla marketing gives brands the opportunity to take their message beyond traditional advertising placements and infiltrate daily routines and busy pedestrian hubs. These include footpaths, vehicles, buildings, cafés, events and other everyday environments can become part of a campaign.

Instead of simply placing an advertisement in a space, guerrilla marketing can make the space itself part of the idea.

Think about where your audience already is, rather than where advertising normally goes.

Reach People Where They Are

Guerrilla marketing allows brands to choose where their audience encounters the campaign.

Whether that's commuters travelling through the CBD, people heading to an event or consumers grabbing their morning coffee, campaigns can be positioned around where people already spend time.

This allows brands to target specific locations, audiences and moments rather than relying on a single advertising placement.

Get Noticed

The biggest advantage of doing something unexpected is simple: people notice it.

Unusual formats, creative executions and unexpected placements can interrupt the everyday and enable consumers to encounter a positive brand experience.

70% of consumers say guerrilla marketing campaigns are more personalised than traditional advertising.

A campaign that stands out from its surroundings has a better chance of creating memorable moments for people.

There's a big difference between being seen and being noticed.

Make It Memorable

90% of consumers find guerrilla marketing campaigns memorable, compared with 30% for traditional advertising.

Experiential marketing can give people something unique from the advertising they normally encounter.

The more distinctive the experience, the greater the opportunity for the brand to stick in people's minds.

Being remembered matters just as much as being seen.

Give People Something to Share

The reach of a guerrilla campaign doesn't have to stop with the people who experience it first-hand.

63% of consumers exposed to guerrilla marketing campaigns will share them with others.

Guerrilla marketing campaigns are also reported to be six times more likely to be shared on social media than traditional advertising campaigns.

An exciting activation can extend the life of a campaign beyond the initial moment, giving people a reason to take photos, watch, discuss and share with others. Creating an opportunity for the campaign to reach people who weren't there when it happened.

Create Word of Mouth

A memorable campaign can give people something to talk about.

Guerrilla marketing generates five times more word-of-mouth marketing than traditional advertising.

The conversation doesn't always have to come directly from the brand. People can tell friends about what they saw, send it to someone, post about it or simply talk about it afterwards.

The campaign starts the conversation. The audience can carry it further.