Margabi Eye Hospitals go guerilla on carrots
Sunday, March 02, 2008
To know what is best for your eyes, come to Magrabi.
These guerrilla campaigns never fail to amaze me; the latest has been by Fortune Promoseven advertising agency of Oman. Established as the first private specialized facility in the Middle East and North Africa, Magrabi has gone to become largest medical care network in Middle East. And as I have written before, the guerrilla works either to please loyalists or to create a new buzz, breaking the mental block created due to advertising noise. One must appreciate that it was a completely novel idea of using the carrots in supermart to attract one's attention to eye care. Carrots, known well for its high Vit A content are taken to be best natural source for healthy eyesight. But to comment on ad's effectiveness I would like to know about the class to which the store was catering to. Point is that guerilla campaign has to be very customer specific. The place of execution should be one where you will find lot of intended customers. Now to define the intended customers for a private eye hospital, I would say that it has to be SEC A and B; with disposable income high enough to take care of normal family expenses. As Maslow pointed out, your basic needs need to be taken care of before you delve in these issues present on higher side of ladder.
At the same time I feel that the campaign could have been more vocal. Just asking one to come to hospital for knowing what is good for eyes may not move one to go for a check up or catch information from doctors, who are anyway busy enough to sit with you and discuss the good, bad and ugly stuff for eyes! They could have offered a free eye check up or could have arranged for an eye camp and advertised for it. We must not forget that a normal healthy person would not ideally want to gofor check up as there is a kind of cognitive dissonance there, its not the desired state as we all want to be see ourselves fit and believe that bad wont happen.
Advertising Agency: Fortune Promoseven, Oman
Copywriter: Vikramaditya Maity
Illustrator: Renjith pillai
Released: November 2007
Via: Ads of the world
Labels: BTL, Guerrilla Marketing
posted by Jas @ 4:15 AM,
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Guerrilla by Motorola Razr
Sunday, October 14, 2007
Motorola found an impressive way to send the don't mix phone and driving message across in an effective way. Drivers who drove down the Russian roads were surprised to see an accident where a car had broken glass panes with a huge Motorola phone peeping through the driver’s seat.
Sources - http://englishrussia.com
Labels: Guerrilla Marketing
posted by Jas @ 10:35 AM,
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Mumbai high on Guerrilla innovation
Tuesday, August 07, 2007
Alongside, the message reads: Just a reminder: Drunken driving kills.
Credits: Directdaily
Labels: Guerrilla Marketing
posted by Jas @ 5:52 PM,
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Big 92.7 launches DM in Delhi Metro !!!
Sunday, October 29, 2006
What cheers me is the use of direct marketing as a choice by industry majors now in India. India has been scoring high on various ad awards lately and this trend is surely gonna impress the juries now. Atta boy agencies !!!
PS: Have been short, its exam time :))
Labels: Guerrilla Marketing
posted by Jas @ 1:37 AM,
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Ogilvy and Sify do a direct marketing campaign
Saturday, October 28, 2006
OK, am late for this :) The news may be about a month old, but it just never caught my senses, any one of those for the record...
Years have gone by and the legend still enthuses and amuses people. So when Sify came to Ogilvy for a direct marketing campaign for Sify Assure what came out was an innovative ad campaign. "One of the reasons for choosing this concept was that our target audience identified/related to it as computer virus as well as for the ever popular story. We thought it would be appropriate as it related to both the breach of Troy, which was always thought to be impenetrable, as well as a computer virus which could destroy your precious data," says Madhok, adding that today's corporates are not sensitive to information security despite the great risk.
Sify's strategy was to drive home the point to 439 CEOs and CTOs by sending them a wooden horse with a trapdoor in its belly which contained a note saying `Your security has been breached.' It urged them to log on to a Web site with a unique password (for each person) mentioned in the note and greeted them by name with a letter introducing Sify Assure and case studies of security breaches in firms.
This very unique password enabled Sify to identify which CEO or CTO had logged in. Sify's call centre would then call him or her to judge their interest, and if they were classified a hot prospect, would go on to fix an appointment to discuss the product. Those who had not logged in would be sent a reminder three days later.
Of the 439 mailers sent, 199 prospects logged in, which is a 44.6 per cent response. For any DM campaign, this is a great success. Each hand-made wooden horses cost Rs 350 a piece. "If we had branded the horse, the campaign may not have been such a big success," says Madhok, "people wouldn't have liked to display it." They also decided not to make the wheels move because people would then tend to turn it into a toy. Rather than recognise it for the reminder it is meant to be!This is yet another guerilla by Piyush Pandey's team, which is now known for its out of box ad ideas. A halcyon reminder of Fevicol campaigns. *sigh*
Labels: Guerrilla Marketing
posted by Jas @ 12:15 AM,
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New Age Marketing, or is it?
Tuesday, October 17, 2006
Have been going through the new marketing adverts lately; though many argue that this kind of marketing has suddenly taken world by surprise, I prefer not to agree with this argument. Let’s first take a look at the new marketing, the in-thing for most of the blogs.
With traditional marketing being equated to ennui, the ad gurus have thought of new and innovative ideas for long to cater to the slow paced results of traditional marketing. But this was to change suddenly in 1982 with launch of a book by Mr. Jay Conrad Levinson, named Guerrilla Marketing. Defined as, “Unconventional marketing intended to get maximum results from minimal resources.” by www.marketingterms.com , this kind of marketing is best suited for small businesses which otherwise cannot take on the market leaders using traditional marketing. And these campaigns are none of the traditional adverts too, they either showcase a differential attribute of the product, or else create an image or perception using non- product attributes i.e. which is not an actual or rational benefit from that product but may be perceived as such; the whole idea being to transform cold prospects into consenting partners.
Wikipedia defines it as a descriptor of many other types of non-traditional media:
- Viral marketing -- through social networks
- Buzz marketing -- word of mouth marketing
- Undercover marketing -- subtle product placement
- Astroturfing… etc
Check some of these:
1. HAUB (Heat Activated Urinal Billboards) - based on heat sensitive ink technology, the ad gets visible when the (warm) urine falls on the ink delivering an interactive message to a captive audience. The cold water in flush makes the ad disappear again.
2. Another toilet billboard. When Zee Studio premiered Kill Bill, it launched following promo in 
3. This one is superb! The campaign for HBO Sopranos in
4. This one will beat your spirit out of you. With Halloween around the corner, marketers found a sexy way to gain publicity for
5. Finally on the kinky side - the text reads “ You do not know when it can be necessary ”. It was posted on the entrance floors of men’s toilets by Jontex, a condom brand. Country: 
So convinced that the new marketing is catching up these days? WRONG!!! I would like to say that this kind has caught the attention because of easy information sharing on net, it was always there and dint need a Jay Conrad to be invented but only to be named. It may work wonders for small time, but for mature corps and bigger brands, the majority of sales will always be through the traditional channel of marketing, and that requires bucks, strategy in long term and much more resources than this. I would say that this is not even 10% of traditional one in sales revenue, and the day it becomes, that would be the day we can say that it has finally arrived! Till then these flashes wont harm :) and are a nice welcome.
~Jasginder
Labels: Guerrilla Marketing
posted by Jas @ 2:12 AM,
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