[company portfolio] · and have long-lasting impact. our portfolio includes invisible theatre,...

[company portfolio]

The Hub, Unit 102, Old Castle Brewery Building, 6 Beach Road, Woodstock +27 21 442 9600 | +27 71 419 0082 | www.urbanguerilla.co.za | facebook.com/urbanguerillaza | twitter.com/guerillas

Table of Contents

Company summary P3

Our past clients P4

Our products P5

Case study – Puma P7

Case study – Power of One P8

Contact details P9

Activist Marketing uses the power of cause and brand

activism with guerrilla marketing to deliver cost effective impact in

your markets.

http://www.urbanguerilla.co.za/


Company Summary Who we are:

Urban Guerrilla is a Cape Town based social enterprise that is the brainchild of Jaco Slabbert, a local social entrepreneur with unmatched passion for activist marketing – and heart, a registered Section 21 Company that specializes in incubating high growth, high impact social enterprises.

Definition: Social enterprises are for profit or non profit companies that address social or environmental problems whilst generating income to sustain their operations by trading products or services.

What we do:

Urban Guerrilla creates awareness for brands and causes by developing and implementing innovative, attention grabbing, alternative marketing campaigns.

How we do it:

We offer our clients a diverse range of alternative marketing products that are engineered to optimise impression

potential and to engage consumers in real experiences that draw attention to important social and environmental issues and have long-lasting impact. Our portfolio includes invisible theatre, chalking, flash mobbing, jabber-jacking, soap boxing, word-of-mouth marketing and other ‘out-of-the-ordinary’ stratagems that produce fantastic media content at a fraction of the cost of traditional advertising. We take full advantage of social networks, blogs and viral video collateral to increase impact exponentially. Our band of urban guerrillas are very happy to work closely with corporates, ad agencies and cause driven organisations to customise campaigns that meet their specific exposure requirements.

Why we do it:

Our clients think consumers have become desensitized to traditional advertising in this modern age as a result of the constant bombardment of brand messaging. They are looking for new and interesting ways to connect with their customers on a human level. Our unique approach allows them to reach their target markets on the ground where it matters most. Of course, our commercially orientated clients enable us to generate the capital we need to finance

pro bono, cause-related campaigns that are close to our hearts.

What we want from you:

Support our efforts to draw public and media attention to the critical social and envionmental challeneges facing South Africa and mother earth that align to your, or your clients, corporate social responsibility goals and objectives. Partner with us to create social activations that reach your target audience and demonstrate your commitment to social change in a tangible way.

What we can do for you:

We will raise your CSR profile and position you as a caring corporate citizen or draw public and media attention to a cause that is important to you and your stakeholders.



Our Clients Include



Our Standard Product Range

Invisible Theatre Unsuspecting members of the public are drawn into interactive theatre pieces performed by trained actors who dramatize key social and environmental challenges facing our society. This product is ideal for corporates wishing to inform stakeholders of their social mission. Chalking Chalking is an extremely effective, non-permanent, passive communication tool. Our urban guerrilla’s flood the city with ambush chalked messaging, or our expert street artists draw large crowds through the execution of large scale art pieces in high human traffic areas (which tend to grab media exposure). Projections We project brand messaging onto high-visibility buildings at night at key locations that are frequented by the target audience. The content of the projections can range from static imagery to high density, digital animations that interact with the environment. Installations Installations are urban “art-pieces” that promote brand and cause-related messaging through their juxtaposed interaction with the environment. Urban Spam Our urban guerrillas distribute high volumes of stickers and flyers in targeted areas.

Social Activations Social activations are alternative marketing events that engage people in unusual ways in high density urban environments. They are engineered to capture human interest, maximize impact and produce content that can be easily distributed through popular media. Flash-Mobs Flash-Mobs are large groups of people who arrange to perform well coordinated, short exercises in public without the knowledge of the onlookers. Jabber Jacking Trained agents spontaneously interview members of the public on key issues and deliver core messaging. These conversations (jabber) are spontaneously initiated (jacked) in bars, restaurants and on the street. Each interaction is filmed and broadcast on the internet. Soapboxing The old spirit of “free expression” in public spaces is revived by having expert speakers get onto soapboxes with loud-halers to rant about topics relevant to the brand or cause. Urban Playground Pillow-fighting, silent discos, capture-the-flag and other facilitated ambush games played in the urban environment.

...our activations are engineered to create

maximum exposure in the most cost effective

way...



Custom Concept Development You may have a great idea for an activation that falls outside of our existing portfolio. We will gladly help you to develop and implement custom concepts that meet your needs.

Commercial or Social? Our core mission is to produce impactful guerrilla marketing campaigns for cause-related organisations, but to help pay the rent we gladly do commercial work too!

Put us to the test

We offer you the opportunity to test our product range, or your custom concepts, on the ground before rolling them out to scale.

What’s happening right now?

Have you got something to say about our society that’s actually worth listening to?

Speak Out

Speak Out is an Urban Guerrilla initiative that promotes soap boxing as a means for

socially-minded individuals and organisations to connect with the general public and find support for their causes.

Visit our website to find a SpeakOut event near you

For More Information or to Get Involved Visit

www.urbanguerilla.co.za

...we rely on innovation, creativity and extraordinary

experiences to give you impact you want...



You’re walking to work in the morning, staring at the same boring pavement you see every morning, when suddenly you notice hundreds of chalked images of Puma’s Love=Football logo covering the sidewalk. You’re pleasantly surprised and feel enticed to get into the World Cup fever. Now you’re smiling all the way to the office.

Client brief

Launch Puma’s global ‘Love=Football’ campaign on the streets of major cities in South Africa through chalking and stimulate word-of-mouth marketing.

Target market

Puma’s target market includes anyone who is interested in sports, from casual fans to die-hard enthusiasts. With the 2010 World Cup just around the corner, football was on everyone’s mind when the campaign launched, making the target audience much broader.

Grab attention

Our teams of urban guerrilla’s hit high human traffic areas in urban environments across the country. Thousands of chalked recreations of the campaign logo appeared overnight. (Chalk is a non-permanent medium which allows the recreation of key messaging on multiple surfaces without damaging the surface or defacing it.) Photographs and videos of the activations were distributed virally to boost impressions and imprint the core messaging into the minds of the target market.

We also used high powered projectors to transform carefully selected, high visibility buildings in nightlife hot spots into mobile, animated ‘billboards’. In droves, people stopped in their tracks to watch the projections and immediately initiated discussions with their peers. Site activators engaged the public to instigate conversations between ordinary citizens and the outcomes with fed to the media.

Bang for buck

Judging by the overwhelmingly positive response our urban guerrillas got while chalking their way across the country, and the hype generated by online bloggers and news media that picked up this story, Puma was utterly convinced their goals were achieved and we got to bank another satisfied customer.

Case Study – Puma, Love equals football (Commercial, National Roll-Out, 11/2009 – 07/2010)



It was lunch time on a Wednesday during the infamous electricity blackouts. Hundreds of people were strolling down the crowded St. George’s Pedestrian Mall when they suddenly experienced a very eerie sight. Over 150 people had frozen in suspended animation. For five minutes, the amazed onlookers took photos and made excited cell phone calls to share the experience. News of the Cape Town Stand Still flash mob began to spread spontaneously through social networks. Radio stations and newspapers picked up the story and drove the campaign message nationally - use less electricity or the entire country will come to a standstill.

Client brief

Launch the “Power of One” campaign through a series of social activations that secure press coverage, activate word of mouth marketing and drive traffic to the website.

Target market

The Power of One campaign aimed to educate individuals and organisations on ways to reduce personal electricity consumption. The campaign website was the central resource point for information, so the target market was anyone with internet access.

Grabbing attention

Having a very limited marketing budget, we opted to employ low cost, high impact strategies that involved volunteers and unsuspecting members of the public. We produced two, unprecedented flash-mob events in Cape Town that were designed to secure national media coverage. Our first flash mob was dubbed the “Cape Town Stand Still”. We arranged for 150 people to freeze in suspended animation for 5 minutes in busy lunch-time pedestrian traffic.

The second flash-mob was dubbed Power Up Clifton. This campaign involved scores of volunteers recreating the campaign name (The Power of One) on a grand scale across Clifton 1st, 2nd, 3rd and 4th beach. Approximately 80 people filled hundreds of brown paper-bags with beach sand and planted candles in each of them. They were then lit sequentially and the process was filmed from the top of Lions-head Mountain. Most news publications featured this story.

Bang for buck

These two activations cost less than R5000 to produce and secured over R750 000 worth of media coverage across all conventional platforms (television, radio, newspaper and magazine print). The activations also generated substantial word-of-mouth impact and drove tons of traffic to the website from various social networks. The video collateral was circulated virally and shown at campaign gatherings.

Case Study – Power Of One Campaign (Environmental, Campaign Launch)



For More Information Feel Free to Contact Us or Friend Us Online (click on the icon below to get in touch)


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www.urbanguerilla.co.za

[company portfolio] · and have long-lasting impact. our portfolio includes invisible theatre,...

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