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When Marketing Goes Bananas

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A Client’s recent annual Membership campaign called for something a little unconventional – to interrupt consumers when they were least expecting it. What is the perfect way to do that? Guerrilla Marketing, of course.
When most have weight loss and resolutions on their mind in early January, the YMCA of Greater Louisville has historically taken advantage of this as a prime time to issue a Membership message. We have worked with the Y for several years to generate the creative assets,as well as the media plan, for this campaign. While both traditional and digital channels are all great for a media mix, we wanted something different to generate buzz.
So, for one week we set out to talk to downtown office workers on their way into work. Each morning we unloaded crates of bananas from our cars and found a different spot to haunt with our message: “Would you like a healthy start to your day, complements of the YMCA?” From there we handed out a banana and a card with the following message:
Screen Shot 2013-03-18 at 8.14.13 AM
And what is a bananas message without a gorilla? Well, we had that too –  a Y Staff member in a gorilla costume!
As the week went on, people started mentioning they saw the cards and bananas around their offices, which started people talking about where they came from. By mid-week we had both workers and news crews on the lookout for us.
The best part for me was the reaction people had. Most were happy to see us out in the cold with them at 8 am and gladly took the banana and our message with a smile on their face.

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Ed Sharp

Ed brings 15 years of traditional and digital media sales experience to the agency, giving us a perspective most agencies don’t have. When he’s not working or seeking new knowledge, Ed hangs out with his wife, two kids, two dogs, one cat, and a hamster. And yes, the cat and hamster are best friends.

Chaney Given

Chaney is a talented and accomplished designer and illustrator, who has expanded his skill set to include motion graphics and video editing. With nearly a decade of experience, his client work includes Waterstep, Baptist Health, the Archdiocese of Louisville Catholic Schools, First Harrison Bank, and many more