Showtime Marketing: The Heart of the Streets
With the passing of Valentine’s Day and romance in the air, Showtime Marketing sought to give a little love back to Sydney with an exciting outdoor campaign.
In a study conducted by Men’s Health magazine, almost 30% of men and 25% of women forget Valentine’s Day. Showtime Marketing saw this as a problem, and knew that the engagement potential of guerilla and ambient marketing over most other forms of Out-Of-Home media would be a perfect platform to bring a new spin to resolving this festive dilemma.
As a gesture of Valentine’s-inspired love for a community on the go, they took to the streets of Sydney on Sunday, the 14th of February to save aspiring lovers with a targeted street poster campaign that brought a fun twist to the Valentines tradition.
The idea was simple – as a community-oriented guerilla marketing agency with a passion for ambient marketing approaches, Showtime was going to give back to the community by providing free roses to passersby through the convivial power of Guerilla Marketing. These roses were distributed as custom adornments for emblazoned street posters across a range of high traffic sites on their diverse Sydney network.
The goal of the Valentine’s Day street campaign was twofold – Showtime would establish their brand image as a pillar of the local community, while also bringing festive fun and romance to the streets of Sydney.
Director of Showtime Marketing Chris Campbell had this to say about the holiday campaign: “At Showtime Marketing we live and breathe Ambient and Guerilla Marketing strategies, and we saw this as a perfect opportunity to give some love back to the streets with our high-traffic sites in the heart of the city. Street Marketing is a fantastic strategy for building engagement to promote fun, fresh and engaging brands with bold and brilliant marketing strategies.”
The one-day street activation brought a powerful and inspiring reaction from the local residents, and the positive response has been so significant that Showtime is making preparations for further contributions to the festive street marketing trend.