In order to show that Venus gives you “seriously smooth legs,†BBDO Philippines came up with this guerrilla campaign that turned an escalator at Dhoby Ghaut, one of the busiest stations in Singapore with over 1.4 million daily visitors, into long sexy legs.
As you can see by the look on people's faces in the print ad photographed by Jonathan Tay, the idea was very successful in grabbing the attention of the public. The execution made it look like the people holding the rail were running their hands across the smooth legs.
“Dramatizing the benefit of smooth legs to 1.4M people daily, which is equivalent to reaching 29% of the population, it takes a TVC at least 4 weeks on prime time to achieve a similar level,†the ad copy explains.
Great work by BBDO Guerrero Ortega, Philippines with creative directors David Guerrero, David Lubars, Joni Caparas, Joel Limchoc, Simon Welsh, and art directors Joni Caparas and Ming-mei Hung.
Check out three more guerrilla campaign utilizing escalators:
Escalator Legs
Venus Razor Guerrilla Ads
Trend Themes
1. Guerrilla Advertising - Opportunity for businesses to create high-impact, low-cost, and unconventional advertising campaigns.
2. Interactive Advertising - Opportunity for businesses to create interactive campaigns that engage customers and create memorable experiences.
3. Location-based Advertising - Opportunity for businesses to target specific geographic areas and demographics with targeted advertising campaigns.
Industry Implications
1. Marketing and Advertising - Opportunity for advertising firms to offer guerrilla advertising services and to innovate new methods of interactive and location-based advertising.
2. Transportation and Logistics - Opportunity for transportation and logistics companies to offer innovative and interactive advertising solutions to businesses.
3. Retail - Opportunity for retailers to use location-based advertising to target customers in specific areas and to create memorable and interactive advertisements.