To Donna Love Bob

Marcus Munnelly

Gillian Marcus

Anna-Maria Pfab

Reuben Le Prevost

Max Steckelmacher

Aims

• Investigate guerrilla marketing

• Focus on dissemination not production

• Test our aesthetic judgments and assumptions

• To succeed in getting a high response rate

The Process •4 Areas - Brick Lane, Shoreditch, Hoxton and Chelsea

•(800 in one night in central london as contrast)

•Put 60 pictures up in each area every 3 days

•Measure response to the images through hits on the website and code submissions

•Test the commitment by requesting the image to be sent back with personal details attatched

The Image

The Website

Statistics

Areas/Codes/Dates

0

5

10

15

20

25

30

35

20-May

21-May

22-May

23-May

24-May

25-May

26-May

27-May

28-May

29-May

30-May

31-May

1-Jun 2-Jun 3-Jun 4-Jun

ChelseaBrick LaneShoreditchHoxton

Percentages

• 26% of images led to code submissions– Brick Lane - 21%– Shoreditch - 35%– Hoxton - 26%– Chelsea - 20%

• 10% of code submissions led to posted images (so far)

Results for Central London mass saturation experiment

• 800 image put up around Oxford Street and Tottenham Court Road late on a monday night.

Visitors

• Advertising Agencies:– Young & Rubicam– Oglivy & Mather– Millivres Prowler

• Other:– T.M.W - Media Consultancy– The New York Times– Last.fm

Word to Mother

Issues

• Through this project a number of key issues have been identified:– Aspiration vs. Intrigue– One image vs. Market Research– Context vs. Content– Guerrilla Advertising vs. Guerrilla Art

Successful Images