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GUERRILLA ADVERTISING FOR LEGO

Giang Trieu
Nov 15, 2014
1 min read

Guerrilla advertising is an unconventional way of performing products on a very-low budget hence it helps companies get out of clutter of traditional advertising. The brief I has received from my lecturer is to create an outdoor Guerrilla advertising repositioning Lego’s image and make it stand out from other competitors. My strategy to approach the target audience is Durability. Before sketching new ideas, I researched the consumer insight. As the primary target group is parents,children are what they care about most, I choose Diversion and Security as my central concern. Therefore, a successful Guerrilla advertising is the one that expresses ‘entertainment’ and ‘unbrokeness’ features of Lego. Firstly, I begin my creative process with the basic creative technique Free association. This technique is marvelous because I just throw extreme random words into the paper such as art, 3D, ground, fear, crowd. I use Look for a picture technique and find many 3D street arts describing the ground is cracking (figure 1). Inspired from this image, I set a scene where a Lego brick has dropped from the clouds cracking the road like a serious accident. It proves that everything can break except Lego. My Guerrilla advertising will be placed in front of three largest mall of Ho Chi Minh City including Vincom District1, Parkson District 5 and Crecent Mall District 7 because they are the most crowded places at weekend, when parents bring their kids outside. In brief, this quickie is an evidence to prove that a creative work does not just require endowments. It is a hard-working process indeed.