Save a € and save the environment! Beachgoers in Spain paid for parking by recycling!

Thursday: Gorillas of Guerilla Marketing FROM THE DESK OF MILES EVERSON: Looking for ways to generate a good kind of buzz about your brand? Try Guerrilla Marketing! These are unconventional and creative marketing campaigns that create a memorable brand recall and fun interaction with a lot of people worldwide. Aside from that, these tactics help you and your brand achieve your marketing goals in an engaging manner. Keep reading to know how this automotive brand launched a purpose-driven Guerrilla Marketing campaign in Spain! CEO, MBO Partners Chairman of the Advisory Board, The I Institute

Save a € and save the environment! Beachgoers in Spain paid for parking by recycling! Plastic pollution is one of the most serious environmental issues. Over 300 million tons of plastics are produced yearly. Over 8 million of those end up in the ocean. Plastic waste is not only non-biodegradable but it also injures and kills hundreds of marine species. HYUNDAI, an automotive brand known for making cars that are environmentally friendly, launched a campaign that raised awareness on the issue and contributed to eliminating plastic waste from the ocean. Hyundai partnered with Havas PR Global Collective, a public relations agency in Madrid, Spain under the Havas Group (one of the world’s largest global communication groups), and launched a guerrilla marketing campaign last August 2018 called… “ECO PARKING” This campaign changed the “usual” payment process of parking spaces to something new and eco-friendly. THE EXECUTION: For 10 days, Hyundai installed special machines at a beach parking space located in Sanxenxo, Spain. These machines allowed (and encouraged) users to pay for their parking fees using plastic bottles. What did Hyundai achieve with this campaign? Attracted people’s attention to the launch of its new electric vehicles Strengthened the brand’s association with caring for the environment Create great social relevance and make a positive impact on society Park your car. Pick up plastic bottles from the beach or anywhere nearby. Pay for your parking fee by dropping the plastic bottles into the machine. – – 3 easy steps! 1 plastic bottle = 30 minutes of parking THE RESULTS: On all 10 days of the campaign, there was a 100% occupancy rate on the parking spaces, 10 hours a day. 264 people participated in the cause. 424 bottles were recycled. The amount of plastic bottles collected is equivalent to the amount of plastic waste produced by 25 people in one year. The Eco Parking campaign reached 4.6 million people through various media features like Ads of the World, Adeevee, and Publicinove. At The Drum Out of Home Awards in 2019, it won the “Best Interactive” campaign category. Hyundai’s promotional videos were viewed by 1.8 million people on YouTube. Two months after the campaign was launched, the Congress of Deputies approved a motion for a similar system to be implemented throughout Spain. “Eco Parking” successfully created social recognition and relevance for Hyundai’s branding. A significant impact was made not only for the brand but also the environment and Spain’s efforts to help Mother Earth. The “Eco Parking” guerrilla marketing campaign definitely showed a breakthrough idea and engaged with people in a remarkable way. Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Follow us on LinkedIn.     Stay tuned for next Thursday’s Gorillas of Guerilla Marketing! Do you want to learn about the ALS Ice Bucket Challenge? See it on next week’s Gorillas of the Guerilla Marketing!