When we saw the intriguing billboards popping-up around Manchester detailing nothing but the short message: ‘To Lauren, I’m sorry but I’m leaving you. Adam’ we thought we had just witnessed the most horrific of public break-ups.
However, to our relief, it turns out that in this heart-shattering break-up was between a man and his car.
It was all part of a clever guerrilla marketing campaign to raise awareness of the reopening of a Metrolink station. The campaign cleverly marked the end of the year-long construction project to rebuild the St Peters Square Station in Manchester City Centre.
The operation began with yellow billboards around Manchester showcasing the dumping of Lauren via text message. Following this a short clip was released of Adam talking to camera addressing Lauren and explaining his reasons for the breakup. The full clip, which can be viewed below, revealed that Lauren was in fact a car and was being dumped in favour of Manchester’s Metrolink system which is now back to being fully operational.
With ‘Leaving Lauren’ executing guerrilla marketing perfectly we thought we’d outline the basics just in case you’ve been inspired. Here’s a few details:
What is Guerrilla Marketing?
How can you use Guerrilla Marketing?
Why should you use Guerrilla Marketing?
The ‘Leaving Lauren’ campaign was a great example of this style of campaign working exactly how it should.
A stand-alone press release or news article to announce to re-opening of a tram station, could never create so much buzz and that is the beauty of guerrilla marketing.
September 30, 2016 - This article was written by Grace James