Guerillas on the streets of Warsaw
If you have recently bumped into a person walking an invisible dog on a yellow leash and pondered for a while on the hows, whys and what-the-hells, it doesn't mean you are going mad, but that a new style of advertising - guerilla marketing - is working as planned.
When Era launched Heyah last March, it was on everybody's lips. The brand's logo - a huge red hand - could be seen everywhere and, as there was no explanation, people started speculating. Not only did Heyah manage to attract a lot of attention, but it also gained free media coverage, because it became a hot topic on radio programs and internet chat rooms.
"We had an enormous response," says Heyah's spokesperson Agata Borowska. "Our logo became a cult symbol even before the actual product was launched."
More companies are now turning to similar tactics. The current campaign by brewer Kompania Piwowarska (KP) is for their new beer, 'Dog in the fog'. For the time being they are only teasing potential customers by sending out young people to walk imaginary dogs along the streets of Poland's larger cities.
When asked to provide more details, KP spokesperson Paweł Kwiatkowski says: "It would spoil the campaign, but there are more surprises to come."
Kasia Dębek
When Era launched Heyah last March, it was on everybody's lips. The brand's logo - a huge red hand - could be seen everywhere and, as there was no explanation, people started speculating. Not only did Heyah manage to attract a lot of attention, but it also gained free media coverage, because it became a hot topic on radio programs and internet chat rooms.
"We had an enormous response," says Heyah's spokesperson Agata Borowska. "Our logo became a cult symbol even before the actual product was launched."
More companies are now turning to similar tactics. The current campaign by brewer Kompania Piwowarska (KP) is for their new beer, 'Dog in the fog'. For the time being they are only teasing potential customers by sending out young people to walk imaginary dogs along the streets of Poland's larger cities.
When asked to provide more details, KP spokesperson Paweł Kwiatkowski says: "It would spoil the campaign, but there are more surprises to come."
Kasia Dębek
