Is the image right vandalism? Technically its not, yet technically if the council in your area really wanted to hit you for it, then they could. The is the difference between legality and ethics. Your never going to jail for this but you might get a fine….. Now we are ready to talk about out of the box marketing.
Getting a fine is exactly what the branding division did in their last creative marketing campaign, this was for a client so we can’t use the example itself but the company decided that Reverse Graffiti would convert well for their client. And it did, oh it did!
In 20 days the image was shared over 1000 times on social media and the company gained 2,000 new followers across their social media accounts, more than this, they decided it would be good to run an offer during the talk, this lead to thousands in sales all from one small ad on the floor of a busy walkway in a busy city centre location.
But this marketing strategy gets even more interesting by the “after effects”. The council weren’t happy so they tried to issue a fine to the company, instead of simply saying no or on the other hand paying the fine to just get it over with, they decided to well respond through social media that there was no way on God’s green earth that this fine was being paid… Anyway the confrontation continues but all the while the company is gaining exposure, gaining links from the press and we all know how powerful links are for SEO purposes!
They ended up with some hugely effective backlinks that would have cost thousands to go out and get manually, they also grew their social following by about 5000 people in the 2 months stretch, as well as getting the business mentioned for about 2 months across all major social networks. All in all this was one of the most effective creative marketing strategies I’d ever seen.
Oh and the result? They seeked legal advice and stated if they pay the fee that they couldn’t take further legal action anyway. £500 for all of the above? Totally worth it.