Why unconventional marketing works
If you haven’t considered unconventional marketing before, you're missing out! Here are some of the reasons why you should start to take it into consideration.
1. It grabs attention.
It could be something funny or beautiful or weird or disgusting. It doesn’t matter because it does grab people’s attention. People notice the activity, look at it and ultimately remember it.
In December 2009 the entire UK was covered by a fresh, white blanket of snow. To take advantage of the fresh white snow ad agency JWT produced a tactical ambient idea for a fresh, white mint. A 'Polo snow stamp'. When stamped in thick fresh snow it left a near perfect replica of the iconic white mint.
2. It can be emotional.
Whether the audience feel shock, excitement, disgust or happiness, unconventional marketing is powerful in pushing people's emotions. People not only look at the advert but they will also have an opinion about it. It is something that doesn’t only pass through their eyes passively. It is something people watch and judge.
"To promote Allegra, ad agency Ig2 blanketed the city of Montréal with an eye-catching wild posting campaign. The 3-D ads depict a man who is blowing his nose using a part of the poster. Each poster was individually crumpled and stuck onto the man's face. The ads were strategically placed in parts of the city where people with allergies can't really take full advantage of summer. Allegra playfully reminds them that it's possible to get rid of allergy symptoms and enjoy the great weather.
3. Unexpected moments worth sharing
As people watch and judge the advert, or participate in the experience, they will also talk about it. It may be that they film a clip to Instagram Stories, record on Facebook live, or send a snapchat to their mate, but onlookers will find it hard to resist sharing these unexpected moments. The social proof of this is far more powerful and far reaching than traditional print media as you will be targeting your demographic in a much more precise way.
Projections by Media Gang to promote I, Daniel Blake.
4. From outdoor to online
Unconventional marketing is normally outdoors but it is incredible to see just how quickly it can make the leap online and on TV. With Facebook live, Instagram Stories and Snap chat, we are now more connected than ever and it is easy to experience something that just happened few seconds before. Unconventional marketing campaign does its own PR activity, for free! Unlike traditional advertising, where you might only choose one or two types of media, unconventional marketing is designed to go viral. If you create something unusual, passers by will probably talk about it, take videos, publishing updates or photos on all forms of social media.
An ambient campaign for Jeep designed by Done by Bates Y&R in Copenhagen, Denmark. [Image source.]
5. Unconventional marketing is innovative.
It is original, subversive, creative, and different to other forms of marketing that you audience may have seen before. Every unconventional marketing campaign is different from the others.
In March, 2009, this 225 square meter sticker promoting Frontline flea and tick spray was placed on the main floor of three shopping malls in Jakarta, Indonesia. Brilliant. Ad agency: Saatchi & Saatchi, Jakarta.
6. Brand association.
If you do something that really stands out, that particular activity will be associated with your brand. For example if I say “a car with your product on the top” you will think: “Like Red Bull did”!
"Termites eat 24 hours a day."
7. The consumer can get up close and personal
Unconventional marketing gives you the opportunity to show how your product works, how it is made, how big or small it is. you can also recreate an user experience for instance a software, a video game or pc experience.
Find out more
Media Gang specialise in guerilla, ambient and experiential advertising. If you would like to know more about what it can go for your brand or if you have an idea for a campaign you'd like to run, please contact us - we'd be happy to help.