Dynamic Marketing Communiqué

Save a € and save the environment! Beachgoers in Spain paid for parking by recycling! [Gorillas of Guerrilla Marketing]

July 9, 2020

Plastic pollution is one of the most serious environmental issues.

Over 300 million tons of plastics are produced yearly.

Over 8 million of those end up in the ocean.

Plastic waste is not only non-biodegradable but it also injures and kills hundreds of marine species.

This is alarming.

HYUNDAI, an automotive brand known for making cars that are environmentally friendly, launched a campaign that raised awareness on the issue and contributed to eliminating plastic waste from the ocean.

What did the company do exactly?

Hyundai partnered with Havas PR Global Collective, a public relations agency in Madrid, Spain under the Havas Group (one of the world’s largest global communication groups), and launched a guerrilla marketing campaign last August 2018 called…

“ECO PARKING”

This campaign changed the “usual” payment process of parking spaces to something new and eco-friendly.

THE EXECUTION: For 10 days, Hyundai installed special machines at a beach parking space located in Sanxenxo, Spain. These machines allowed (and encouraged) users to pay for their parking fees using plastic bottles.

What did Hyundai want to achieve with this campaign?

  • Attract people’s attention to the launch of its new electric vehicles
  • Strengthen the brand’s values associated with its care for the environment
  • Create great social relevance and make a positive impact on society

Park your car.

Pick up plastic bottles from the beach or anywhere nearby.

Pay for your parking fee by dropping the plastic bottles into the machine.

– – 3 easy steps!

1 plastic bottle = 30 minutes of parking

The more plastic bottles you feed into the machine, the more your parking cost is covered.

THE RESULTS: On all 10 days of the campaign, there was a 100% occupancy rate on the parking spaces, 10 hours a day. 264 people participated in the cause. 424 bottles were recycled.

The amount of plastic bottles collected is equivalent to the amount of plastic waste produced by 25 people in one year.

The Eco Parking campaign reached 4.6 million people through various media features like Ads of the World, Adeevee, and Publicinove.

At The Drum Out of Home Awards in 2019, the campaign won “Best Interactive.”

Hyundai’s promotional videos were viewed by 1.8 million people on YouTube.

What’s more impressive?

Two months after the campaign was launched, the Congress of Deputies approved a motion for a similar system to be implemented throughout Spain.

“Eco Parking” successfully created social recognition and relevance for Hyundai’s branding.

A significant impact was made not only for the brand but also the environment and Spain’s efforts to help Mother Earth.

The “Eco Parking” guerrilla marketing campaign definitely showed a breakthrough idea and engaged with people in a remarkable way.

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 guerrilla 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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