Getting personal with marketing

Using the following quote as inspiration: “Those businesses that relegate themselves to the diminishing world of goods and services will be rendered irrelevant. To avoid this fate, you must learn to stage a rich, compelling experience…” (Pine & Gilmore, The Experience Economy), Guerrilla believes it created emotional resonance and subsequently, strengthened the relationship between consumer and brand for their client.

THE CLIENT:

Orpheo by Harmony

THE BRIEF:

Interact with the Orpheo Twin's target market in an engaging and personal fashion, offering an entertaining brand experience, unmatched by traditional marketing methods.

THE IDEA:

Why use words when your jewellery says it all? Taking inspiration from deaf people selling cards to patrons at cafés, Guerrilla Marketing twisted it into a campaign for the Orpheo Twins.

HOW IT WORKED:

Individuals wearing extraordinary Orpheo Twins jewellery walked into a restaurant and placed a card on each table. Thereafter patrons were asked in sign language “Do you Dare to be different this gift giving season?” During which they modelled their exquisite Orpheo jewellery by Harmony.

THE EFFECT:

In many occasions patrons asked the actors where they could find the jewellery. In response, the actors simply turned the card to the back-panel, pointing at the Orpheo Twin's contact details. One of the actors was tracked down during his lunch break to enquire where the incredible Orpheo Twins jewellery on his hands could be purchased.

THE RESULT:

By employing an out of the ordinary experiential marketing strike, maximum attention was drawn to the jewellery. In fact, the jewellery was modelled right in the target market's face, making it impossible not to notice the jewellery on the actor's hands. Massive awareness was created for the Orpheo by Harmony brand as it was placed directly in the target market's face, making them a part of the brand experience.