For any business in London, promoting your product or service on the street isn’t an easy task. There might be millions of people to market to, but you’ll be competing against a mass of other companies’ campaigns all across the city.
This List Local tool is great for getting found online in your local area, but if you’re planning on advertising outside in the city, then you’d best think big and out of the box. Posters on the sides of bus stops or in tube stations (sometimes silly ones too) will be seen, but could quickly be forgotten amongst the hundreds of other advertisements that commuters will check out on a daily basis.
However, an amazing and unique idea is often all it takes for an advertisement to stick in someone’s mind, and London has seen some of the best campaigns that have a guerilla approach, meaning they essentially pop up where you least expect.
These are some of our favorites that may inspire your own business’ marketing methods.
Dance like everyone is watching
Pepsi Max – regularly marketed as the most extreme version of Pepsi cola – came up with a fun idea for people to get a free drink. When an NFL match was held at Wembley Stadium, a Pepsi Max vending machine was placed on one of the paths close to the arena, nothing strange about that. However, instead of paying with cash or a credit card, thirsty sports fans would instead have to earn their drink. With plenty of onlookers to witness the moment, fans would have to scream, shout, dance, jump around, and generally make fools of themselves to impress the (talking) vending machine. If you passed the test, then you were rewarded with a cold can of Pepsi Max.
Are you tough enough?
An advertising campaign for a new Xbox game, Rise of the Tomb Raider, had eight brave participants standing on pillars against a billboard in London, forced to endure all sorts of intense weather conditions over 24 hours. Facing freezing cold, intense heat, fierce winds, and powerful snowstorms, whoever had the strongest determination and could stay on the pillar the longest, would win an all-expenses-paid trip to some far-flung exotic locations across the world.
Art coming to life
Banksy’s work is some of the most popular street art in the world. Fila, on the other hand, is a successful sportswear company, but undoubtedly nowhere near the popularity of competitors such as Nike, Adidas, or Reebok. But someone, somewhere, had the idea to combine street art and Fila, and boy, did it help Fila get noticed. By cutting shoes in half and attaching them to Banksy’s work across London, Fila created a fun and noticeable viral marketing campaign for their shoes.