Dynamic Marketing Communiqué

It was a bloody and chilling ad! How this billboard impressed and caught the attention of millions [Gorillas of Guerrilla Marketing]

March 26, 2020

When it comes to classic horror stories, one that has been around for a long time is Bram Stoker’s Dracula.

This classic vampire tale has been retold numerous times through films, plays, operas, comics, cartoons, and even video games!

In 2020, another emerged in the form of a new Netflix miniseries. Produced by Hartswood Films, this show is a retelling of the classic novel with modern twists.

To help build up hype and anticipation for the show, BBC Creative launched two amazingly chilling billboards in London and Birmingham!

These billboards had bloody stakes attached to it, seemingly placed at random…

…until you see it lit up during the night!

These bloody stakes were actually positioned to help create a striking silhouette of the iconic horror villain, complete with sharp fangs!

According to BBC Creative head Olly Harnett:

“Our campaign for Dracula leaves the audience in no doubt they can expect something fresh and unexpected from this extraordinary adaptation of the vampire classic.”

Along with the amazing silhouette, the billboards also have one “In case of vampires – break glass” box under it or near it, just in case anyone needs to defend themselves from a vampire attack!

This eye-catching Guerrilla Marketing campaign helped bring in more viewers. Overall, the 3-episode miniseries had over 17.79 million viewers!

While billboards have been commonly used for traditional marketing campaigns, they can also be spectacular platforms for creative guerrilla marketing!

These types of ads can still create discussions on social media platforms and spread awareness to your brand through word of mouth, both effective at getting the word out there!

Examples like the Dracula billboard shows that you can produce amazing physical advertisements, despite more marketing campaigns becoming digital.

While traditional marketing strategies remain relevant, there are many different ways that you can be creative and think outside the box. Sometimes, disrupting trends and the regular way of doing things are a great way to surprise more people!

About The Dynamic Marketing Communiqué’s
“Fridays: Gorillas of Guerrilla Marketing”

Jay Conrad Levinson (1984) said that Guerrilla Marketing “works because it’s simple to appreciate, easy to execute, and inexpensive.”

Guerrilla Marketing is unconventional.

Looking beyond the traditional ways of advertising, marketers, and advertisers need to spice things up in order for their brand to have campaigns that not only make an impact but also stick to their target market’s mind.

Guerrilla Marketing usually aims to have direct contact with consumers.

This type of direct contact should spark an emotional reaction that leads to consumers effectively remembering the brand.

It’s about making a big impression and making that impression last a long time (if not forever).

Guerrilla Marketing is inexpensive.

The effect of this is being able to create a buzz around the brand, and the strategy used to market it. Almost everything is passed around through word-of-mouth.

Word-of-mouth is one of the greatest outcomes and it usually doesn’t cost anything.

This is every business’ or brand’s dream!

Every Friday, we publish tips, examples, and other useful content on unconventional ways of marketing and promotion.

Learn more about how to grab your target market’s attention and make an amazing first and lasting impression without having to spend a lot of money.

Businesses don’t really need to spend much for a guerilla campaign. You do not need a big budget to be successful. You just need creativity and a good imagination.

Hope you’ve found this week’s guerrilla marketing insight interesting and helpful.

Stay tuned for next Friday’s Gorillas of Guerrilla!

Cheers,

Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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