Last but not least: Guerrilla advertising medium travels in a suitcase
How unusual can—or must—advertising be in order to attract attention and be memorable at the same time? In a guerrilla marketing campaign, promoters advertised the drugstore chain’s photo service at a Belgian airport by using a live suitcase on the baggage carousel to catch travelers’ attention.
How unusual can or should advertising be in order to attract attention and be memorable at the same time? International companies such as the perfume group Douglas make use of the globally understood language of English. In this case, Douglas uses the claim: "Come in and find out". Only in Germany, according to Usg.ch, this slogan is translated as "Come in and find out". Mitsubishi's advertising slogan in Germany is no better. Most respondents understood their claim "Drive alive" to mean: "Drive alive". But to get back to the topic: how unusual can or should advertising be? The answer could be found in the campaign by advertising agency BBDO Moscow for the Russian newspaper Moscow News. The subject, as a symbol for the impacting news, is a reference to 9/11, but the Dutch drugstore chain Kruidvat is also not stingy with the unusual in order to attract attention. In a guerrilla campaign, promoters advertised the drugstore chain's photo service at a Belgian airport by attracting the attention of travelers with a living suitcase at the baggage carousel: A couple carefully carried a suitcase off the conveyor belt and placed it on the floor. When the suitcase was opened, a woman in a yellow Kruidvat shirt jumped out. The shirt bore the inscription "Don't save on your holiday, save on your pictures!".
Campaign by advertising agency BBDO Moscow for the Russian newspaper Moscow News
