INTRODUCTION TO THE WORLD OF GUERRILLA MARKETING
Have you heard the term ‘Guerrilla Marketing’ and wondered if it was a technique that could work for your company?
Originally coined in 1984 by marketer Jay Conrad Levinson in his book, ‘Guerrilla Marketing’, this was seen as a reaction from a jaded public who were tired of being marketed at and seen simply as consumers. The initial idea was to use unconventional methods to advertise on a small budget, engaging consumers rather than the old-fashioned method of straightforward education. MTV pioneered this method, getting viewers to tune in for adverts as an event in themselves, a first for the industry. Of course, big business soon realised that they too could innovate and use this marketing ideology to connect with their consumers, with the Coca Cola Company memorably using their ‘Happiness Machine’ stunt, watched over 4.5million times on YouTube in 2010. This was followed by the outrageously successful Red Bull Stratos world-record highest skydiving feat with the Austrian extreme athlete Felix Baumgartner in 2012, which broke all viewing records with over 8 million concurrent YouTube viewers.
Below is a great example of two large corporations – KLM and Airbnb – working together on a quirky campaign designed to generate interest and newspaper headlines:
Once upon a time owning an ‘apartment in the sky’ meant living in a skyscraper penthouse. Now KLM has turned the world upside down by transforming one of its airliners into an apartment.
The thought of spending long, uncomfortable nights in a commercial aeroplane has driven many to the comfort and serenity of private jets, whilst also inspiring airlines to come up with ever-improved luxury cabins that offer space, refinement and privacy on a level hitherto unheard of in flight. But how about taking an aeroplane and converting it into a funky modern apartment?
It may sound a little off the chart but this is exactly what renowned international airline KLM did with one of its MD-11 jet passenger planes. Many immediately imagined that the Dutch national carrier was upping the stakes in the über-luxury segment, but converting a 300-plus seater into a two-bedroom apartment seemed a little extravagant even in this highly competitive market.
The mind boggles as you imagine living in a jet airliner home complete with two bedrooms, bathrooms, not one but two kitchens and 116 little windows. At 366 square metres it is spacious too – bigger than many a villa or luxury apartment – and as you’re a little raised off the ground it makes for excellent views, especially from the ‘property’s’ winning feature, the cockpit.
The KLM apartment was done up in a homely manner avoiding modern minimalism in favour of a comfy retro ambience. There’s a spacious open plan living room, a study area, a library and a viewing room. It shows what can be done with a passenger plane, but you needn’t worry about turbulence knocking over your dinner set or spilling the bathwater as this three-engine giant isn’t going anywhere.
A property with a difference
Though it is built into an authentic McDonnell Douglas 11 that logged up 3,675 flights during its active career with the airline, the KLM jet apartment offers a fascinating new perspective on a home and the definition of an office space. It is comfortable, spacious and stylish, and situated at Schiphol Airport near Amsterdam the views are quite novel.
It has proven to be an innovative way of giving a grounded, retired airliner a new lease of life, and provides a fascinating, novel venue to stay at that raised eyes on Airbnb. KLM offered its ‘jet apartment’ to renting guests. The response was very positive, though the airline apartment had its own very specific rules.
These include obeying the ‘No Smoking’ sign, watering the plants, feeding the fish, refraining from using the inflatable emergency slide and, of course, not attempting to take off. This particular airliner apartment may not be airborne, but it may yet inspire a future generation of luxury homes in the sky – putting the property market on its head and giving a whole new meaning to the adage ‘location, location, location.’
Does guerrilla marketing sound like something your company could use to put your name on everyone’s lips? Or is traditional marketing more up your street? Whatever your marketing and design requirements, Manifesto Design can meet your needs.