I like marketing that inspires. Anyone can say, “Buy this product” or “check out our service,” but when companies take the time to make something inspirational and connect with audiences/customers on an emotional level, however abstract, it turns advertising into art and often inspires brand loyalty. It has to be right for your customers and your product, but anyone can find a way to make marketing more inspirational with a little creativity.
Even better, if you mix inspiration with guerilla marketing tactics, public and viral acts that get people’s attention and are passed around for you, you have marketing that is also performance art and not just fine art. This is the best possible scenario.
Check out Sony Europe’s Bravia ad – 250.000 bouncy balls unleashed in San Francisco to illustrate the power of color and the unique perspective of Sony. It works. They cleaned up the balls by the way, and they bought them from stores surrounding the area, so they gave back to the community and did not order the manufacture of hundreds of thousands of rubber balls – in case anyone was worried about environment or community impact. I did wonder if any residents got car dings, but their how-to video seems pretty positive about the whole experiment. And the experience of watching their handiwork is calming, beautiful, and inspiring – perfect marketing performance art.