Shashwat SangalShubham SinghShivam Chutani

POWER OF AMBUSH MARKETING

Unauthorized association of rival’s product with an event already

having official sponsors

Derived from an old French verb embuschier – to place in a wood

Attempt to capitalize on the goodwill, reputation and popularity of a

particular event

Gain commercial returns or promote the brand

First instance – Kodak ambushes Fuji in Olympics’84

Ads on billboards, flying airborne banners, freebies, t-shirts, flags,

caps

AMBUSH MARKETING

To take a dig on your competitor

Save time and money by not being an official sponsor

Create an impression of being an official sponsor without paying for it

Complete creative freedom

WHY AMBUSH MARKETING

Cosmetic Ambush :• Driven by ego• Exposure• Publicity• Thorn in the side

Proximity Ambush - Setting up on the outskirts of major event Media Ambush - Buying a media package during coverage of an

event that is sponsored by a competitor Strategic Ambush :

• Leverages the experience around the event• Planned, leveraged and measured exactly like a best-practice

sponsorship, but without the investment• Not about deception

TYPES OF AMBUSH MARKETING

AMBUSH MARKETING – ILLEGAL or NOT

Certainly NOT – Practicing ambush marketing is not illegal

Ambush marketing Controversial – YES

Brands consider it as an another marketing option

Strategic planning and on point execution

Properties – saving their value

Media – just another story

Customers – really don’t care

Increase brand awareness within global and local markets

Create an impression of being a sponsor without paying for it

Boosting company image – A dominant reason

Play unconventional and attack your competitors unaware

OBJECTIVES OF AMBUSHERS

‘Ambush Marketing’ landed 6th in global language monitor top words

2010

The Truth is: with Ambush nobody loses

Competitive pricing benefits consumer

POWER OF AMBUSH

AMBUSHFor The Next Generation

No More A Stadium Game…

THANK YOU