When was the last time you looked twice at an advertisement? We have become so oblivious to advertising because of an over-saturation of images in our consumer-driven world. Advertising plays an enormous role in how we see products and their impact on society and inevitably has an influence on our lives. For this reason I have decided to do research on Guerrilla advertising in various forms.

According to the Creative Guerrilla Marketing website, Guerrilla advertising can be defined as an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results.

Guerrilla marketing relies on unconventional and creative ideas to grab the viewers’ attention through a surprise element. This is effective, because the viewer can usually relate at a more personal level and thus is left with a memorable impression. The viewer will discuss the product with acquaintances, bringing about a social buzz. The term Guerrilla Marketing was derived from the tactical strategies used by civilians in Guerrilla warfare. (Creative Guerrilla Marketing 2016)

The different ways of Guerrilla advertising which I will further explore, are,

-Interactive packaging design,

-Interactive print design

-Outdoor advertising (billboards and posters)

Interactive packaging and print design are both designed to create an engaging, memorable experience between consumer and product, adding value to the product.

Outdoor advertising usually aims to reach viewers on an emotional level by causing the audience to think about social norms.

The challenges concerning Guerrilla advertising are mostly ethical issues. Some guerrilla advertisements do not take sensitive audiences into consideration. In addition, these advertisements may be distracting to viewers and may even deliver negative messages. These are all justifiable since enormous impact is expected when this kind of advertising is used. (Nathwani & Bhayani 2013)

On a personal level, I believe that Guerrilla advertising can change the world we live in and even bring about positive social change through the emotional level it functions at. I believe designers should go the extra mile in design, always considering how their work can influence and change their audience.

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The featured photo was part of a campaign for CALM, a New Zealand NGO creating landmine awareness and aiding the removal of landmines. The red ketchup symbolizes a child’s blood pouring from his severed leg after he stepped on a landmine. This is a perfect example of Interactive Guerrilla advertising since the message is only delivered after the consumer tears off the corner of the packet. (Publicis Mojo 2009)

Creative Guerrilla Marketing 2016, What is Guerrilla Marketing?, viewed 21 February 2017, http://www.creativeguerrillamarketing.com/what-is-guerrilla-marketing/

Nathwani, A & Bhayani, S 2013, Ethical Issues of Guerrilla Marketing, vol. 3, no.8, pp. 438-440, viewed 21 February 2017, https://www.worldwidejournals.com/indian-journal-of-applied-research-(IJAR)/file.php?val=August_2013_1375513372_1c067_141.pdf

Publicis Mojo 2009, Shock vs. Schlock: Dignity in Unconventional Marketing. A campaign against landmines, online image, viewed 21 February 2017, http://www.rggt.it/wp-content/uploads/2011/01/landmine-ketchup-1gr.jpg