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Plastering the harbour
It was 4am, and the strike team from Guerrilla Marketing was out in full force at the Durban harbour, putting plasters on all heavy commercial trucks on behalf of specialist truck underwriters HCV. HCV's payoff line and promise to its policy-holders is "caring for trucks + truckers" and hence its "brochure" took the form of a plaster adhered to truck windscreens.
Why plasters?
The plasters demonstrated in a simple visual way that HCV will care for their trucks. Also, their placement on the windscreen, right in the way of the drivers' vision, ensured interaction with the "brochure" as the drivers literally had to get out of their truck and remove the plaster from the windscreen, in the process reading all about HCV and its range of products designed to take care of trucks, truck parts, the load, drivers, their personal belongings and even their time products.
According to Guerrilla, the results were excellent and HCV brokers' telephone and SMS lines were flooded with calls from truckers requesting more information. After all, which other insurance underwriters were out there with the truckers at 4am?
