Getting people talking with guerrilla marketing
Rather than making decisions about the city’s transport system from behind closed doors, the city of Antwerp wanted to gather as many suggestions as possibly from the people.
After all, they were the ones who were facing transport issues daily. So to encourage people to get involved and voice their opinion the city embarked on a simple, but effective, guerrilla marketing campaign. 5,000 cars across the city were transformed into mock-taxis by placing cardboard taxi signs on them. It certainly got people’s attention and there are some great reactions in the video. Further to that this guerrilla marketing stunt took the discussion onto mainstream media and got everyone talking about how to fix mobility issues in Antwerp.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.