As I was focusing on disruption in advertising – Guerrilla Marketing, I researched and looked further into what effects it can have on consumers and people it literally effects. Guerrilla tactics itself has adapted from its use in the war to its use in advertising today. It is the disturbance or problems which interrupt an event, activity, or process.
Creative Disruption is a phrase that has been used in the marketing world for more than a decade to describe the desired break in existing patterns of behavior of the target audience in response to a highly creative message (advertising). “Disruption” signals a departure from the norm. Disruptive messaging disrupts the mediocrity in the deluge of advertising the consumer encounters. Creative Disruption helps disrupt the normal flow in the way a target processes a massive volume of marketing messaging, so they pause to consider the message they have received.
Techniques employed in Creative Disruption are as boundless as creativity, but may include:
- Contrasting messaging
- Unusual or out of place presentation or placement
- Exaggerated presentation
- Intensely targeted messaging
One early use of this term can be found in the 1996 book “Disruption: Overturning Conventions and Shaking Up the Marketplace” by Jean-Marie Dru (chairman of TBWA Worldwide). Additionally, the thought of “disruption” in marketing (which often appears without the use of this exact phrase) has been utilized in such publications as Forbes, Fast Company, and AdAge, and has become a key descriptor in many new advertising agency names.
The aims of Creative Disruption include:
- Developing marketing messages which will be remembered and acted upon (which will improve performance/ROI of marketing expenditures).
- Improving brand perceptions and other market indicators (e.g., awareness, understanding, interest, engagement, etc.).
- Disrupting the flow of traditional marketing strategies to make existing business and marketing techniques obsolete.
- Creating new business innovations that lead to new markets and new marketing techniques.
I realised that this would be a strong topic to focus on as with such a fast moving environment and society we live in today, especially in cities like London. People don’t have time to look at advertisements therefore the use of disruption, which will stop them in their tracks and distrust their every day routines. This is a much more effective way of grabbing peoples attention, and due to this controversial tactic, will get people sharing on social media. These days it is so important for brands to get themselves out there to as many people as possible and social media is the perfect way of doing it.
The 3 case studies I chose were very extreme examples of the lengths design agencies go to to gauge reaction from the public. Using emotion is an instant way of people subconsciously remembering the brand and what they did.