Guerilla marketing is getting more and more a great way to send your brand message out there. It gives marketing professionals an opportunity to use an original, cheap and innovative platform.
Unfortunately in the Netherlands it looks like the guerrilla troops aren’t well equipped to go to battle. Last month for example, CoolCat (a Dutch clothing brand) launched their new campaign ‘DanceBattle’. Nice concept to hook up with the youngsters, interested in dance and hiphop.
However, the big idea of this campaign consisted of putting up stickers on public property. Too bad, because it’s not original, it lacks creative and it’s far from daring. It just seems that globally better ‘guerilla’ thinking is done. Take this campaign for example:
Flies in a campaign? Brilliant!
Guerrilla marketing is not about “something funny”. It’s all about thinking outside the box! Take your ideas beyond their boundaries. Don’t think that if you once came up with a great tv commercial you are fitted or well equipped to do guerilla. It’s a whole other ball game!
Keep that in mind and try to avoid failures like this one.
What does TMF (a Dutch music channel), Ali B (Moroccan Dutch hip-hop artist) and fireworks have in common? NOTHING! Not funny, no message, not original – skip it, burn it!
I don’t want to be a pessimistic. Not at all, on the contrary. I believe the Netherlands has an enormous creative potential and is home to some of the best creative’s in the world. It’s a fact: Dutch advertisement agencies produced some brilliant work in the last decades and won many prices with it.
All I only keep thinking of is – that it’s time for the new, fresh, creative minds to stand up and man the battle stations!
I’ll leave you guys be, with this brilliant example of the Dutch creativity:
Gijs Moonen is energetic, enthusiastic and gets a little bit crazy sometimes.
He obtained a masters degree in Commercial Communication and PR after writing a thesis on social media marketing. He now works as an Account Executive for LEWIS Global Public Relations.
He loves his nikes, ipod, bicycle and is addicted to cookbooks.