A Submarine In The Street?
Picture it. A quiet morning, you have had your cup of coffee for the morning.
You’ve read the paper and now perhaps you are on your way to work, or maybe taking the family dog for a walk. You turn the corner and are met with quite the unexpected view. A submarine, the L1F3, has apparently surfaced… RIGHT THROUGH THE CONCRETE IN THE MIDDLE OF THE STREET! It has been fenced off. There are rescue workers everywhere, and dazed navy personnel are exiting the massive steel behemoth. To the side a reporter is talking to a camera. A Smart car, apparently caught in the sudden emergence rests precariously on the broken street stones.
That is what the residents of Milan, Italy were met with as they began their morning.
Imagine the reaction. Imagine the stomach turning, the shock, the awe. How could this happen? How does a submarine find its way this far off course? How does it wind up UNDER MILAN? How? how?
Rest assured that this is not a terrible naval exercise gone wrong. In fact the entire scene was 100% intentional and the result of months of hard work and planning. It was all carefully orchestrated by Genertel and Europ Assistance in order to promote Protection Life Park Store, a new business dedicated to the protection of life and people.
The goal here was to hammer home their brand promise: To protect against unexpected events in everyday life. Well a submarine emerging from the city streets certainly meets that criteria. Guerrilla marketing at its finest.
Guerrilla Marketing is all about generating marketing awareness and consumer engagement through unexpected (often low cost) and out of the box ideas that meet people in their everyday life.
The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places.
Examples of guerrilla marketing can range from massive events such as this one to subway straps designed to look like designer watches and they are only limited by the imagination. They are a HIGHLY effective means to building brand recognition in specific geographic regions.
Take a look at some of these examples.