Gureilla marketing : Reliance Insurance

Guerrilla Marketing as a term means An unconventional way of performing marketing activities on a very low budget by relying on time, energ...

Guerrilla Marketing as a term means An unconventional way of performing marketing activities on a very low budget by relying on time, energy and imagination instead of big marketing budgets. Coined by Jay Conrad Levinson, guerilla marketing is more about matching wits than matching budgets. Guerilla marketing can be as different from traditional marketing as guerilla warfare is from traditional warfare. Rather than marching their marketing dollars forth like infantry divisions, guerilla marketers snipe away with their marketing resources for maximum impact.
Though this is usually meant for small companies having low budget and startups nowadays even bigger companies are willing to experiment with unusual methods in order to gain customer attention. Mint reports on how Reliance General Insurance Co. Ltd (RGIL) has launched an innovative “ambient media” campaign in Mumbai. The approach was to go for four point reach
Chained message: Motorbikes and cars, anchored by many chains and locks and sporting placards saying, “Instead, call us”, were installed in parking lots. The idea: to suggest a solution to owners just when they are worrying about the safety of their vehicles.
Close connect: The chained bike (top) and the man in armour carry the message “or call us”
Screen scan: To remind consumers of the need to insure the valuables they are buying, giant transparent frames were put up at leading automobile, consumer electronic goods and jewellery showrooms bearing the legend “Protecting what you value”.The idea was that having people look at the high-end goods through this frame would ensure brand connect at the time of purchase.
Overarching connect: Traffic overbridges were painted with a message, “We can protect everything that passes through here”, to drive home the point that RGI insures all kinds of vehicles—from bicycles to cars, and from three-wheelers to trucks.
Armoured ambush: To promote RGI’s health insurance products, people wearing armour roamed crowded areas, with the message “or call us” displayed on their backs. The point of the message: To protect yourself from health hazards such as pollution and infection or accidents, go in for insurance, not armour.
Related: Guerrilla Marketing Star Plus
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3 comments

Nilesh Trivedi said...

Good ideas but the execution could have been better. The message was too subtle for most people.

Abhishek said...

Yeah even i agree to an extent these ideas are great to attract attention but to make people act they ought to execute better

Sindhu Ramakanthan said...

One point worth noticing in all the guerilla advertisements is that they are very subtle in nature and to drive the point across is not an easy task. Hence the placement of these ads at proper areas also becomes very important.Or else if the target segment is of the innocent variety then things need to be potrayed in a much more obvious manner.

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