News

Centaur Media plc

20 Jun 2011

London braces itself for a guerrilla attack

Marketing Week Live takes to the streets, launching a guerrilla marketing campaign that challenges the norm.

Marketing Week Live is launching a guerrilla attack on the streets of London. To promote the 3rd edition of the event and with the help of some of their exhibitors Marketing Week Live will be using the streets of London to showcase innovative and engaging marketing solutions, demonstrating exactly what the event is all about; inspiring the UK’s marketers.

The Marketing Week Live campaign will focus on three major transport hubs next week: Kings Cross, Victoria and Waterloo. The stunt also comes with a competition element, as users spotting the Marketing Week Live logo in an unusual place whilst out and about, are asked to take a photo and tweet it to @MWL2011 for a chance to win prizes including a digital camera, Amazon vouchers and bottles of champagne. Ambient Media Worldwide will showcase environmentally-friendly “clean graffiti”, and Look Walkers to distribute oyster card wallets around the major transport hubs; while Grandstands is enrolling flag walkers in the campaign.

The term guerrilla marketing was created in 1984 by Jay Conrad Levinson, who, to help his cash-tight students achieve the same goals as large marketing businesses, decided to use unconventional means rather than money to create interest in a campaign. Indeed, guerrilla marketing doesn’t require a large financial investment, but rather time, energy and imagination. An excellent example is the recent T-Mobile “Life is for sharing” advert filmed at the arrival terminal at Heathrow airport with a human orchestra: limited financial investment, maximum impact. The T-Mobile campaign is the focus of a keynote on Centre Stage at Marketing Week Live.

Jonathan Schultz, Director at Ambient Media Worldwide, comments: “Guerrilla and ambient marketing are a great way to bring a brand to life in an engaging and interactive way. It creates an emotive connection with the audience by provoking them and creating a memorable experience. Marketing Week Live is all about showcasing cutting-edge trends and we are delighted to partner with them to help create an exciting and innovative campaign.”

Paul MacDonald, Portfolio Director, says: “What sets Marketing Week Live apart from other marketing events is that we embrace and implement all types of marketing from the traditional to the imaginative. This is a great opportunity for us to try something completely new and make the most of creative marketing thinking – which is what all Marketing Week Live visitors will experience.”

Registration for the free event is still open; please visit www.marketingweeklive.co.uk for a chance to be part of the industry’s most inspiring marketing event.