SAN FRANCISCO SCHOOL OF COPYWRITING
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    • Copywriting Lessons from David Ogilvy
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    • Scientific Advertising: 10 Copywriting Lessons from Claude Hopkins
    • A Review of Current AI Copywriting Tools
    • Top San Francisco Ad Agencies
    • Learn How To Write Conversationally To Engage Your Audience
    • Top Skills for a Copywriter
    • Launch A Career In Advertising With These Top Portfolio Schools
    • UX Copywriting and Short Copy ​
    • Discover How To Write Killer Copy That Converts
    • What is Copywriting? >
      • What Alternative
    • 10 Great Headlines from Classic Ads
    • Why Tone Can Make or Break Your Copy
    • How to Use Statistics, Facts and Quotes to Craft Compelling Copy
    • Great Copywriters Use Verbal Imagery to Tell a Story
    • Master the Art of Headline Writing!
    • Here’s How to Get Portfolio-Building Copywriting Gigs
    • What Volkswagen’s ’Think Small’ Teaches Copywriters
    • 5 Brands with Amazing Copywriting Teams
    • Master Hard and Soft CTAs for Superior Sales Writing
    • The Ultimate Checklist for Blog Copywriters
    • 10 Mistakes Even Experienced Copywriters Make
    • Read These 4 Books to Become a Better Copywriter
    • Sales Writing: How to Create Attention Grabbing Headlines
    • How to Create Persuasive Sales Copy
    • Proven Copywriting Methods Emotional Advertising
    • How to Write Good Copy : Preparation Techniques
    • Copywriting Secrets: 8 Powerful Ways to Add Proof and Credibility
    • Copywriting Cheat Sheet: Write Powerful Copy Quickly and Easily
    • Copywriting Insights: How to Test Ad Copy for Best Results
    • Write Effective Ad Copy: No Fail Secrets and Tips
    • What Never to Do When Writing Compelling Copy for Sales
    • How to Write Copy That Sells – Use Benefits
    • 7 Ways to Improve Your Copy Immediately
    • A Day in the Life of a Copywriter
    • Coffee, Copywriting, and Freedom
    • Copy is Everywhere
    • Direct Response Copy Sells
    • The Pros and Cons of Copywriting Part–Time
    • Three Tips to Write Copy that Converts
    • Two of the Biggest Mistakes Beginning Copywriters Make
    • Why Copywriting Makes a Great Second Career
    • Why I Love Being a Copywriter
    • Landing Pages that Work - Copy that Converts
    • The Next Big Idea: Creative Advertising Ideation
    • Copywriting Certificates: Online Copywriting Classes
    • The Advertising Museum Tokyo: Copywriting Fun
    • How to Tell a Great Brand Story
    • 20 Great Headlines from Classic Ads
    • Top London Ad Agencies
    • The Top 10 Best Copywriting Books
    • Copywriting Courses & Resources
    • Copywriting Formulas to Write Faster: AIDA, Problem Solution and More
    • Sales Letters: Broken Down by Parts
    • Copywriting Research Tips, Tricks and Secrets
    • How to Grow Your Email List
    • What is Creative Advertising
    • Ideation and How to Find the Next Big Idea
    • Creative Advertising Methods and Madness
    • Paths to Becoming a Copywriter
    • Great Print Ads - Creative Advertising That Rocks
    • Great Outdoor Ads - Creative Advertising That Works
    • Underground Ads - Creative Advertising in England
    • 10 Great Email Subject Lines
    • Email Marketing Types: Long, Short, Creative and More
    • Email Copywriting Tactics
    • How to Grow Your Email List
    • Autoresponder Copywriting: How to Do It Write
    • Copywriting Examples: Social Media
    • 6 Free Copywriting Courses
    • Where You Can Get a Copywriting Certificate Online: Copywriting Training
    • Top American Ad Schools
    • 10 Ad Schools for College Graduates
    • These Direct Response Letters And Campaigns Delivered Great Results - Yours Can Too
    • How To Break Into Advertising
    • The Creative Advertising Bible: The Value Of Great Guerrilla Ad Campaigns (With Examples)
    • Content Writing Vs. Copywriting: What's the Difference?
    • SEO Copywriting: How Does Search Engine Optimization Factor Into Copywriting?
    • Show and Tell: 7 Ways to Write Strong Video Copy
    • Short, Sweet, and It Sells: How to Trim the Fat From Your Sales Copy
    • Digital VS Print Ad Copy: How to Write the Difference
    • How to Craft the Ultimate Product Description
    • B2B VS B2C Sales Copy: 6 Crucial Differences You Should Know About
    • The Next Big Idea: Creative Advertising Ideation
    • Email Marketing: 12 Tips for Getting It Right
    • Landing Pages and Lead Magnets: Everything You Need to Know
    • How to Do Better Creative Advertising: Why and How It Works
    • Where to Take Copywriting Classes in the San Francisco Bay Area
    • Why San Francisco Business Owners Need to Know Copywriting
    • How to Break Into the Copywriting Industry
    • What Everybody Should Know About Online Advertising Portfolio
    • Copywriting for Beginners: 10 Quick Tips
    • Don’t Let Imposter Syndrome Keep You from Writing Great Copy
    • How to Design Great Digital Ads
    • Ad Campaigns: Nike Just Do It
    • Copywriting Examples: Google Ads
    • Best Copywriting Resources: Magazines, Organizations and More
    • How to Practice Copywriting
    • How to Build a Brand With Copywriting
    • Copywriting Grammar Review: 10 Common Grammar Mistakes
    • Copywriting Grammar Review: When to Use Commas
    • Our Top 10 Conversion Rate Optimization Copywriting Tips
    • Urgent, Useful, Unique, Ultra-Specific: How to Boost Your Copywriting with the Four U’s
    • Great Ad Campaigns: Apple 1984
    • Great Ad Campaigns: “Mikey Likes It”
    • Great Ad Campaigns: "When EF Hutton Talks"
    • Great Ad Campaigns: "We Make Money the Old Fashioned Way"
    • Great Ad Campaigns: Daisy
    • Great Ad Campaigns: Absolut Vodka
    • Top San Francisco Ad Agencies
    • Top 6 1960s Ad Campaigns and What You Can Learn From Them
    • Top 10 1970s Ad Campaigns and What You Can Learn From Them
    • Top 7 1980s Ad Campaigns and What You Can Learn From Them
    • Top 10 1990s Ad Campaigns and What You Can Learn From Them
    • Why Does Creative Advertising Matter?
    • How Can AI Copywriting Tools Make Me a Better Copywriter?
    • Why Should You Enter Advertising Contests as a Copywriter?
    • 10 Tips for Writing Captivating Social Media Copy
    • Tips for Improved Direct Response Copywriting
    • Copywriting Pro-Tip: Highlighting Benefits Over Feature
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The Creative Advertising Bible: The Value of Great Guerilla Ad Campaigns (With Examples)

The term guerrilla marketing may sound a little aggressive or scary due to the warfare images it tends to conjure up. In reality, though, it is a form of marketing that simply and effectively focuses on the element of surprise. When implemented well, guerrilla ad campaigns can deliver truly stunning results that customers simply cannot forget.

Whether you're copywriting or planning an event, guerrilla marketing can play an integral role in future campaigns. Still unsure about why your brand or marketing agency should embrace it? Here's everything you need to know.
Why Guerilla Ads?
Guerrilla ad campaigns have existed for generations, but the terminology didn't enter the business vocabulary until the 1980s. However, its fundamental focus is to deliver highly unconventional marketing campaigns that catch audiences unaware. The element of surprise subsequently allows the brand message to be expressed with greater power.

While many marketers worry that the brand message will get lost amidst the madness, the truth is that the memorable nature of successful campaigns will increase brand awareness unlike any other strategy. Better still, innovative ideas allow brands and agencies to reach large audiences in a cost-effective way, especially if it gets people talking.

Most guerrilla marketing strategies focus on the brand as a whole rather than individual products. In the best cases, the marketing campaigns are remembered for years.

Six Of The Best Guerrilla Ad Campaigns In Recent Years

#1. Bounty
The popular paper towel brand used external guerrilla marketing practices to stunning effects by turning the cities of New York and Los Angeles into the sites of large scale spills, including larger than life coffee cup spills and popsicle spills on the sidewalk.

Giant props like the 550lb ice cream were accompanied by marketing materials to promote the message "Bounty makes small work of the big spills" alongside samples of the paper towels. Passersby were subsequently encouraged to take Insta-worthy photos using the sample paper towels to mop up the giant spills, thus promoting a clear message in a fun and memorable manner that got people talking.
#2. Frontline
Transforming an existing setting into a marketing tool is one of the most impressive features of creative guerrilla ads. The Frontline flea and tick spray achieved this by placing a giant image of a scratching dog on the ground floor of a mall alongside information about the product.

The clever advert worked on two levels. At ground level, consumers were interested to read the giant advert. From higher levels looking down, shoppers looked like fleas that the dog was actively trying to fight. The fact that audiences had to double-take to check what they were seeing made it a memorable advert that ensured that the brand had captured the attention for long enough to build familiarity.
#3. Guinness
Cost-effective marketing is one of the main intentions of guerrilla ads. Guinness has an ongoing campaign that involves custom wraps for pool cues, accompanied by white tips. This transforms the look of the cue to carry the appearance of a Guinness pint.

The campaign works for several reasons. It costs just a few cents to create the look while the advert, which also depicts the Guinness branding, while the ads are likely to be seen by dozens of users. Crucially it hits them in pool bars, snooker halls, and sports clubs. All of those locations sell alcohol. A nod to Guinness with each shot encourages the player to subsequently order a pint or bottle of it.
#4. Spotify
Guerrilla ads do not have to be restricted to the physical world, as Spotify showed in 2019. The music streaming platform teamed up with astrologer Chani Nicholas to create music playlists based on the novel idea of using the zodiac signs.

The idea that people's music tastes could be defined by the month of their birth was quite a curious one, which is why thousands of streamers instantly checked out. Some were pleasantly surprised, others were left disappointed and returned to their standard playlists. In either case, interaction with the streaming service, which was still growing. And many users remember the stunt to this day.
#5. BIC
Creative advertising experts have the vision to make one item look like something it isn't. Meanwhile, ambient guerrilla marketing also accommodates 3D marketing ideas that will grab the attention. BIC's idea was simple but effective. A huge razor was placed against a billboard.

The giant prop was made to look like it had trimmed a nearby field with the same impact it could have on a user's body or facial hair. The "our razors are sharp enough to mow your lawn" strapline is bizarre yet powerful. In turn, the advert made a huge statement in spite of the fact the accompanying billboard had very little on it other than the company logo. Sometimes less is more.

#6. Kit Kat
Turning everyday public surroundings into living adverts can make consumers remember them for years to come, even after the item is back to its original look. Benches can be used in a number of creative ways, and the Kit Kat bench is a great example.

Transforming the bench into a half-opened chocolate bar allowed Nestle to promote the wrapper and its logos alongside the natural brown wood, which looks like the bar itself. This conjures up thoughts of eating the chocolate bar while simultaneously fitting the "have a break" tagline of the brand. The confectionery giant has used other guerrilla plans, so it's worth checking them out too.
Conclusion
Guerrilla marketing is a very powerful tool that can catapult brands to the next level with increased awareness and unforgettable interactions. To learn more about the winning attributes, or to develop the skills needed to unlock its full potential, get in touch today.

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  • Home
  • Courses
    • Copywriting 101
    • How to Create an Advertising Portfolio From Scratch
    • Direct Response Copywriting
    • 360 Copywriting Online
  • ABOUT
  • CONTACT
  • BLOG
    • Copywriting Lessons from David Ogilvy
    • 9 Copywriting Lessons from Robert Collier
    • 9 Copywriting Lessons From John Caples
    • 8 Copywriting Lessons from John Powers
    • Scientific Advertising: 10 Copywriting Lessons from Claude Hopkins
    • A Review of Current AI Copywriting Tools
    • Top San Francisco Ad Agencies
    • Learn How To Write Conversationally To Engage Your Audience
    • Top Skills for a Copywriter
    • Launch A Career In Advertising With These Top Portfolio Schools
    • UX Copywriting and Short Copy ​
    • Discover How To Write Killer Copy That Converts
    • What is Copywriting? >
      • What Alternative
    • 10 Great Headlines from Classic Ads
    • Why Tone Can Make or Break Your Copy
    • How to Use Statistics, Facts and Quotes to Craft Compelling Copy
    • Great Copywriters Use Verbal Imagery to Tell a Story
    • Master the Art of Headline Writing!
    • Here’s How to Get Portfolio-Building Copywriting Gigs
    • What Volkswagen’s ’Think Small’ Teaches Copywriters
    • 5 Brands with Amazing Copywriting Teams
    • Master Hard and Soft CTAs for Superior Sales Writing
    • The Ultimate Checklist for Blog Copywriters
    • 10 Mistakes Even Experienced Copywriters Make
    • Read These 4 Books to Become a Better Copywriter
    • Sales Writing: How to Create Attention Grabbing Headlines
    • How to Create Persuasive Sales Copy
    • Proven Copywriting Methods Emotional Advertising
    • How to Write Good Copy : Preparation Techniques
    • Copywriting Secrets: 8 Powerful Ways to Add Proof and Credibility
    • Copywriting Cheat Sheet: Write Powerful Copy Quickly and Easily
    • Copywriting Insights: How to Test Ad Copy for Best Results
    • Write Effective Ad Copy: No Fail Secrets and Tips
    • What Never to Do When Writing Compelling Copy for Sales
    • How to Write Copy That Sells – Use Benefits
    • 7 Ways to Improve Your Copy Immediately
    • A Day in the Life of a Copywriter
    • Coffee, Copywriting, and Freedom
    • Copy is Everywhere
    • Direct Response Copy Sells
    • The Pros and Cons of Copywriting Part–Time
    • Three Tips to Write Copy that Converts
    • Two of the Biggest Mistakes Beginning Copywriters Make
    • Why Copywriting Makes a Great Second Career
    • Why I Love Being a Copywriter
    • Landing Pages that Work - Copy that Converts
    • The Next Big Idea: Creative Advertising Ideation
    • Copywriting Certificates: Online Copywriting Classes
    • The Advertising Museum Tokyo: Copywriting Fun
    • How to Tell a Great Brand Story
    • 20 Great Headlines from Classic Ads
    • Top London Ad Agencies
    • The Top 10 Best Copywriting Books
    • Copywriting Courses & Resources
    • Copywriting Formulas to Write Faster: AIDA, Problem Solution and More
    • Sales Letters: Broken Down by Parts
    • Copywriting Research Tips, Tricks and Secrets
    • How to Grow Your Email List
    • What is Creative Advertising
    • Ideation and How to Find the Next Big Idea
    • Creative Advertising Methods and Madness
    • Paths to Becoming a Copywriter
    • Great Print Ads - Creative Advertising That Rocks
    • Great Outdoor Ads - Creative Advertising That Works
    • Underground Ads - Creative Advertising in England
    • 10 Great Email Subject Lines
    • Email Marketing Types: Long, Short, Creative and More
    • Email Copywriting Tactics
    • How to Grow Your Email List
    • Autoresponder Copywriting: How to Do It Write
    • Copywriting Examples: Social Media
    • 6 Free Copywriting Courses
    • Where You Can Get a Copywriting Certificate Online: Copywriting Training
    • Top American Ad Schools
    • 10 Ad Schools for College Graduates
    • These Direct Response Letters And Campaigns Delivered Great Results - Yours Can Too
    • How To Break Into Advertising
    • The Creative Advertising Bible: The Value Of Great Guerrilla Ad Campaigns (With Examples)
    • Content Writing Vs. Copywriting: What's the Difference?
    • SEO Copywriting: How Does Search Engine Optimization Factor Into Copywriting?
    • Show and Tell: 7 Ways to Write Strong Video Copy
    • Short, Sweet, and It Sells: How to Trim the Fat From Your Sales Copy
    • Digital VS Print Ad Copy: How to Write the Difference
    • How to Craft the Ultimate Product Description
    • B2B VS B2C Sales Copy: 6 Crucial Differences You Should Know About
    • The Next Big Idea: Creative Advertising Ideation
    • Email Marketing: 12 Tips for Getting It Right
    • Landing Pages and Lead Magnets: Everything You Need to Know
    • How to Do Better Creative Advertising: Why and How It Works
    • Where to Take Copywriting Classes in the San Francisco Bay Area
    • Why San Francisco Business Owners Need to Know Copywriting
    • How to Break Into the Copywriting Industry
    • What Everybody Should Know About Online Advertising Portfolio
    • Copywriting for Beginners: 10 Quick Tips
    • Don’t Let Imposter Syndrome Keep You from Writing Great Copy
    • How to Design Great Digital Ads
    • Ad Campaigns: Nike Just Do It
    • Copywriting Examples: Google Ads
    • Best Copywriting Resources: Magazines, Organizations and More
    • How to Practice Copywriting
    • How to Build a Brand With Copywriting
    • Copywriting Grammar Review: 10 Common Grammar Mistakes
    • Copywriting Grammar Review: When to Use Commas
    • Our Top 10 Conversion Rate Optimization Copywriting Tips
    • Urgent, Useful, Unique, Ultra-Specific: How to Boost Your Copywriting with the Four U’s
    • Great Ad Campaigns: Apple 1984
    • Great Ad Campaigns: “Mikey Likes It”
    • Great Ad Campaigns: "When EF Hutton Talks"
    • Great Ad Campaigns: "We Make Money the Old Fashioned Way"
    • Great Ad Campaigns: Daisy
    • Great Ad Campaigns: Absolut Vodka
    • Top San Francisco Ad Agencies
    • Top 6 1960s Ad Campaigns and What You Can Learn From Them
    • Top 10 1970s Ad Campaigns and What You Can Learn From Them
    • Top 7 1980s Ad Campaigns and What You Can Learn From Them
    • Top 10 1990s Ad Campaigns and What You Can Learn From Them
    • Why Does Creative Advertising Matter?
    • How Can AI Copywriting Tools Make Me a Better Copywriter?
    • Why Should You Enter Advertising Contests as a Copywriter?
    • 10 Tips for Writing Captivating Social Media Copy
    • Tips for Improved Direct Response Copywriting
    • Copywriting Pro-Tip: Highlighting Benefits Over Feature