Today I'm
going to talk about guerrilla marketing. The target group the
campaign wanted to reach was not the easiest. The advertisement wanted to
remember smokers that smoking is bad for them. Thai Health Promotion
Foundation asked Ogilvy and Mather Thailand to create a campaign.
Ogilvy and
Mather
Ogilvy and
Mather is an international advertising agency based in Manhattan (NY). The agency consists of 450 offices in 120 countries. At the moment there are
working 18.000 people for Ogilvy and Mather. The agency has produced campaigns
for the world’s most famous brands like Coca-Cola and Louis Vuitton.
The
campaign
The agency
brainstormed a lot about how they could reach their target group and they came
up with one solution: shock them.
They made a
youtube movie were two children are walking on the street holding a cigarette.
They ask people who are smoking if they can get a light. Every person they
asked reacted in the same way: they started to explain the children that
smoking is bad for them. They even pointed out the consequences of smoking.
After the children were denied a light they asked the people why they smoked
and handed over a leaflet. The leaflet mentioned a hotline that you can call if
you want to quit smoking. All people reacted shocked.
The campaign
went viral and was a huge success.
Facts
- Over 5.000.000 Youtube views in 10 days.
- Free press coverage in 30 countries: “best anti-smoking campaign ever”
- 40% more phone calls from people who wanted to stop smoking.
This
campaign is very successful because is shocks a lot of people. It has a very
clear message. People who smoke know the consequences and they warn other
people but they don’t care about themselves. I think a lot of people will think
about quitting after watching this video.
Sources:
http://www.ogilvy.com/#/The-Work/Galleries/BoOV4_PromoActivation.aspx/ThaiHealthPromotionFoundation/
http://www.youtube.com/watch?v=aHrdy6qcumg
http://www.youtube.com/watch?v=aHrdy6qcumg
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