Guerrilla marketing can be very effective because it snaps the mind out of the state of forced indifference – a state that we’ve developed in response to daily advertising.
The campaign that we did for Art X Detroit was part guerrilla and part creative sign making. It consisted of window decals, lawn signs, x’s on dowels for people to pick and take with them, building projections, side walk chalk art signage and X’s on the sides of lamp posts. The best part of this exercise was the response from people when they did see something different and wanted to know more. It becomes a pull and not a push when you can engage people with your message by using other means to get your message in the hands of your target audience.
