First, let us introduce you to the meaning of Guerrilla Marketing – it uses similar tactics like guerrilla warfare in the peaceful urban areas and it reaches effectively your targeted consumers…
The term was first defined by Jay Conrad Levinson in his book Guerrilla Marketing (1984). This unconventional method of advertising relies mainly on time, energy and imagination rather than a big budget. Usually those campaigns are unexpected and unconventional, potentially interactive, and consumers are engaged in unexpected places.
Over the past few decades we have seen numerous examples of guerrilla marketing that came from all over the world and involved diverse array of big and small brands. From the very creative Paris invasion of Pandas in 2008 by WWF, to rather spectacular bus levitation in London by Pepsi, we have been engaged and our minds have been captivated…
In the last few years, the Bulgarian customer has become sick of ads in the traditional sense of the word, so it became harder for the advertisers to develop more reaching and effective campaigns. This was mostly due to the fact that there is too much of it, too many companies are interrupting the consumers and the air is overfilled with noise.
That is why the concept of guerrilla marketing became so successful and attention grabbing to the Bulgarian customer. It incorporated principles that, if followed properly, would shift the skills and creativity needed to create an advertising strategy with little money and a relatively high rate of return. So in the times of economic stagnation and financial crisis we started seeing more and more of those creative campaigns in Bulgaria. A recent example of this is Sachi’s campaign “For Bulgaria with Less salt” in 2012. The company marked the beginning of a cause by placing a giant salt box in front of the Ministry of Health. It represented the quantity of salt Bulgarians could save if they eat less salt for one day. The results were collected through their Facebook page and the salt box was getting filled in real-time.
Maybe the Bulgarian brands started catching up with the trend or understood that they can target consumers more efficiently and with lower- budgets, guerrilla marketing has become an undeniable fact and has provoked the attention of the public. A good example of such low-budget campaign is the recent video of Zagorka called “Action at the supermarket”. It takes place in a supermarket and as soon as a client touches one of the beers of Zagorka a heist takes place in front of their very eyes, where the supposed robbers start robing the whole stand of beers, later the SWAT team arrives to stop them. See the video here:
Finally, we can safely conclude that the advertising market in Bulgaria is developing and has turned its attention on customer engagement and attention grabbing ads. Hopefully we will continue to witness more density and creativity of guerrilla marketing campaigns…
Here are some other campaigns from Bulgaria, which could be interesting to you: