GoGORILLA Media
CONTENTS
Basics p2 News p6 Testimonials p7 Case Studies p8 Nescafé Frothé p8 TBS p9 ABC’s The Bachelor p10 Snapple p11 XM Satellite Radio p12 Nickelodeon p13
Media Matcher p14 Live & In-Person p16 GoMODELS/STREET p18 GoMODELS/OFFICE p19 GoMODELS/EVENT p20 GoMODELS/STEALTH p21
Nightlife p22 GoCOASTERS p24 GoGLASSES p25 GoCOCKTAIL NAPKINS p26 GoSWIZZLE p27 GoMATCHES p28 GoMINTS p29 GoPARTY p30 GoCONDOMS p31
On The Edge p32 GoMONEY p34 GoBOOKMARKS p35 GoSIDEWALK p36 GoPOST p37 GoAUTO p38 GoSTATICS p39
Dine In & Take Out p40 GoNAPKINS p42 GoDISPENSERS p43 GoFORTUNE p44 GoCHINESE p45 GoFLOOR p46 GoTOOTHPICKS p47 GoREFRESHERS p48 GoBAGS p49
Kid Stuff p50 GoBOOKCOVERS p52 GoPLACEMATS p53 GoSTICKERS p54 GoFRISBEE p55
Anything Goes p56 GoPROJECTION p58 GoWHIZZ p58 GoUMBRELLA p58 GoCARD p58 GoWATERBOTTLE p58 GoCUPS p59 GoBAR CADDY p59 GoZARFS p59 GoWIPES p59 GoPIZZA p59
The Ballsy Award p60
o
FROM OUR EXECS
Dear Advertiser, As traditional ways of convincing consumers to buy products grow less and less effective, marketers are looking for new strategies. And in alternative media they’re finding the fresh approaches they’re looking for. GoGORILLA Media is passionately devoted to inventing new ways to reach people. We stop at nothing to go where traditional media have never gone before, and to add new possibilities to an ever-expanding marketing mix. Yesterday’s innovation has become today’s expectation, so the need for new media vehicles never lets up. Take a look at the many GoGORILLA concepts that are already in play. Draw inspiration from the successful GoGORILLA campaigns that have helped to generate business and buzz for a wide range of brands. Then talk to us about building a GoGORILLA campaign for you. Don’t spend more, spend different! With best regards,
Alan Wolan
David Owen
President GoGORILLA Media
CEO GoGORILLA Media
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What BASICS
is GoGORILLA Media?
GoGORILLA Media is about delivering a sales message when people aren’t expecting it—in an unexpected environment, through an unexpected vehicle. It’s that simple. And while the goals of GoGORILLA Media and traditional media are the same (to convince people to buy your product), the means are different. People have gotten good at tuning out mainstream media messages. So we need to invent new ways to get into their heads. That’s where GoGORILLA Media comes in. GoGORILLA is the leader for envisioning, creating and executing unconventional, imaginative and innovative marketing programs that deliver high maximum impact.
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Why
BASICS
does it work?
GoGORILLA Media gets through. By reaching people in places and ways they don’t expect, you can fly in under their radar and talk to them when they’re most receptive to your message. And GoGORILLA Media goes wherever your audiences go. Any city. Any lifestyle. Any industry. Any demo. In creating your campaign, you can be as targeted or as broad as you want. You’re limited only by your own creativity. GoGORILLA leverages your advertising message by seeking out the unexpected locales and unexploited tactics that will force your target to sit up and take notice. Whether your campaign plays on humor, clever wordplay or striking visuals, GoGORILLA’s diverse menu of options allows you to choose the combination of venues and methods that will truly make it sing. gogorillamedia.com
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BASICS
The D Factor Distribution GoGORILLA Media is a powerful alternative media distribution machine — quite possibly the largest of its kind in the nation. 10 years in the making, and the result of campaigns in over 50 markets and in over 5,000 venues, GoGORILLA Media gives you instant access to the right venues for whatever combination of media you’re planning to use. Whether your campaign is massively plastered or surgically precise, we are experts in picking a distribution strategy that is customized to your objectives.
Why hir The ! Factor Enthusiasm On the street and behind the scenes, our people are upbeat and switched on. From campaign conception to implementation to completion, GoGORILLA understands the need for zeal in marketing. A very good thing, since enthusiasm is the single most important factor in successful selling. So when your audience perceives that the people behind your brand are insanely motivated and creative, they assume not only that you love what you do, but that what you do is worth loving. And yes, enthusiasm is contagious. Pass it on. p4
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BASICS
The IQ Factor Strategic Support GoGORILLA Media is more than an arsenal of media options. It’s a team of seasoned thinkers who know how to apply those options to achieve specific results across sustained campaigns. We bring frontline intelligence and streetwise sensibility to the art and science of media planning and buying. Wondering which venues and media make the most sense for your brand? Working overtime to design the right media mix? Trying to make the most of your resources? GoGORILLA Media can help.
ire us? The Bravado Factor Fearlessness The GoGORILLA Media mind thinks creatively without fear of looking foolish or getting shot down. The GoGORILLA attitude is one of fearless action. We’re willing to do stuff, whether it ruffles feathers or worse. (Have we got stories to tell!) And we live by a timeless truth: brains + boldness = breakthrough. Put another way, sheer bravado, intelligently deployed, can create great advertising. Bravado drives you to think out of bounds. And frees you to believe that anything is possible. Real gorillas wear brass. gogorillamedia.com
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NEWS
“Behind every creative guerilla media program stands at least one gutsy, energetic individual who makes it happen.” ADWEEK MAGAZINE GUERILLA MARKETERS OF THE YEAR
“GoGORILLA places advertising in unexpected places, in order to surprise, overwhelm, and also shock it’s audience. As long as people are talking about the brand, the goal has been reached.”
bu DER SPIEGEL, GERMANY
“The GoMONEY promotion for the USA Network was cooked up and will be implemented by GoGORILLA Media, a guerilla marketing firm which is doing some of the coolest marketing you’ve ever seen.” ADRANTS.COM
“Dollar bills used for advertising!”
“Olympic authorities said they will try to pull the plug on GoGORILLA if it starts hogging the spotlight.” NEW YORK POST
THE NEW YORK SUN
“GoGORILLA has figured out how to bodaciously showcase their client’s brands while keeping costs down at a time when traditional advertising is in decline.” ASSOCIATED PRESS
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TESTIMONIALS
“Guerilla ads work because they cut through the background noise. It’s advertising that shows up in unexpected places where it’s not surrounded by a lot of competition.” DAN SMITH PROFESSOR OF MARKETING INDIANA UNIVERSITY SCHOOL OF BUSINESS
“If they don’t already do it, they will find a way!”
uzz KRISTY SCHULER-BEST VICE PRESIDENT OUTDOOR VISION
“We were thrilled to work with people who had the same ‘can-do’ attitude we bring to our clients, and their execution of the program was flawless.” BRIAN LUDWICK MEDIA PLANNING DIRECTOR CARAT USA
“GoGORILLA Media did a fabulous job... Their GoCAFÉ program allowed us to reach media buyers... and it got us tremendous exposure.” MERRY HEIM VICE PRESIDENT HARMELIN MEDIA
“Guerrilla marketing has become an invaluable resource for our clients, giving them access to methods that enliven their campaigns.” SCOTT MAC DUFFIE SVP, DIRECTOR OOH MEDIA ZENITH MEDIA
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CASE STUDY #1
Nescafé Frothé Launching Frothé, a new instant espresso beverage, at the 2002 Winter Olympics in Salt Lake City, Nescafé turned to GoGORILLA for a variety of guerilla tactics. We introduced the product to hundreds of thousands of consumers, gave many thousands their first taste, and whipped up a media froth that included articles in Adweek, The New York Post, Salt Lake Tribune and dozens of other organizations that picked up the story through the AP.
GoNAPKINS
GoCOASTERS
GoCUPS
Tactic #1
Tactic #2
Distribute free warm samples of Frothé outside Olympic events via GoMODEL promotional teams. Give out samples with Nescafé-branded GoCUPS and GoNAPKINS.
Project a full-color, largescale Nescafé ad onto building walls outside selected Olympic venues.
Tactic #3
Tactic #4
Hand out specially designed Nescafébranded Salt Lake City nightlife maps to the hottest venues in town.
Distribute GoCOASTERS and GoNAPKINS at the bars and restaurants featured on the map.
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CASE STUDY #2
TBS For the launch of the hit show Sex in the City, TBS wanted to create a big splash. GoGORILLA Media created a unique set of marketing programs to create a grassroots impact. There were two multi-element platforms to the program: An outrageous, buzz-generating presence at Gay Pride parades in Los Angeles, San Francisco and New York; and a campaign of fun, venuespecific posters targeting devotees of the wildly popular series.
GoMODELS/GoEVENT
GoSTATICS/GoPOST
Tactic #1
Tactic #2
A 12-person team, including four cross-dressers made up as the four principle characters from Sex in the City, marched in each of the Gay Pride parades. A support team walked with them, carrying a Sex in the City banner and distributing hundreds of branded hand fans, the perfect accessory for a warm parade.
GoGorilla distributed static cling posters in hair salons, shoes stores, cafes, diners, restaurants and bars across hip neighborhoods in Los Angeles and New York. Additionally, GoPost “Lost Dog� posters, featuring clever creative, were hung on lamp posts, community posting boards and other street fixtures in selected neighborhoods. Finally, low-tack stickers were placed in hundreds of taxicabs in New York and Los Angeles.
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CASE STUDY #3
ABC’s The Bachelor To build anticipation for the reality show among viewers in Los Angeles and New York, we helped ABC create a striking presence in trendy bars, clubs, cocktail lounges and restaurants. We used venues that delivered a perfectly targeted audience — an audience that could completely identify with the sexy phrases we featured on ABC’s branded products, and get into a great dating mood.
GoCOCKTAIL NAPKINS
GoCOASTERS
GoMATCHES
Tactic #1
Tactic #2
Tactic #3
Provide GoCOCKTAIL NAPKINS for bartenders and cocktail
Distribute branded GoCOASTERS through
Supply GoMATCHES to all venues carrying
more than 300 locations
waitresses to use at participating venues.
in Los Angeles and New York.
GoCOASTERS, placing them where they are easily accessible to patrons.
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CASE STUDY #4
Snapple Using two innovative media vehicles, GoGORILLA helped Snapple to increase its presence in key markets. Our audacious tactics dialed up Snapple’s promotions, and helped inspire customers to get into the brand’s humorous and fresh advertising barrage. With GoFORTUNE cookies, GoNAPKINS and GoDISPENSERS, Snapple maintained its reputation for innovative marketing concepts while increasing point of sale purchases.
GoFORTUNE
GoNAPKINS
GoDISPENSERS
Tactic #1
Tactic #2
Tactic #3
Distribute GoFORTUNE cookies with catchy fortunes
Print millions of Snapple branded GoNAPKINS to be
in hundreds of Chinese restaurants in New York, San Francisco and Philadelphia.
enjoyed by greasy handed,
Prominently place Snapple branded GoDISPENSERS in hundreds of pizzerias, diners and coffee shops.
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thirsty consumers.
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CASE STUDY #5
XM Satellite Radio With three bar media products, GoGORILLA gave the world’s first commercial satellite radio company a commanding presence in key venues. A targeted distribution list delivered thousands of music enthusiasts keen on listening to their favorite type of music whenever they wanted. The fit? Perfect: Memorable, and highly visible, the campaign delivered impressions and, more importantly, subscribers.
GoGLASSES
GoCOASTERS
GoCOCKTAIL NAPKINS
Tactic #1
Tactic #2
Tactic #3
Use GoGLASSES to get XM ads directly into the hands
Distribute GoCOASTERS in eight markets through
Add GoCOCKTAIL NAPKINS to make sure that all
of beer drinkers, and to
hundreds of live music bars
patrons get the message.
give the campaign an upscale slant in line with XM’s customer commitment.
and venues known for their hot bands.
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CASE STUDY #6
Nickelodeon When Nickelodeon wanted to encourage media professionals to include the network in their media buys during the crucial upfront period, it turned to GoGORILLA. We unveiled Nickelodeon’s new tagline, “There’s Only One” using a customized coffee cart carrying branded GoGORILLA products to generate buzz at key agencies. Thousands of employees were exposed to the Nickelodeon message as they sipped free gourmet coffees at their desks throughout the day.
GoNAPKINS
GoCOASTERS / GoSUGAR
GoCUPS
Tactic #1
Tactic #2
Tactic #3
Position a GoCAFÉ cart in the lobbies of 12 major advertising agencies in New York. Have GoCAFE staff in Nickelodeon hats and t-shirts greet employees
Hand out GoCOASTERS for office use and provide GoSUGAR packets carrying Nickelodeon branding.
Distribute coffee in GoCUPS encased in Nickelodeon cup holders.
and serve gourmet espresso drinks.
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MEDIA MATCHER
GoCONDOMS
GoPARTY
GoMATCHES
GoMINTS
GoSWIZZLE
GoCOCKTAIL NAPKINS
GoGLASSES
NIGHTLIFE
GoCOASTERS
GoMODELS–STEALTH
GoMODELS–EVENT
GoMODELS–OFFICE
LIVE & IN-PERSON
GoMODELS–STREET
Find the right mix for your blitz: Choose the segments you want to reach and then see which GoGORILLA Media work best. Kids Teenagers College Students Families Working Professionals Blue Collar Trendsetters Early Adopters Ethnic Gay/Lesbian Financial Community Art/Cultural Community News/Entertainment Advertising Community Tech Community p14
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gogorillamedia.com GoPIZZA
GoWIPES
GoZARFS
GoBAR CADDY
GoCUPS
GoWATERBOTTLE
KID STUFF
GoCARD
GoUMBRELLA
GoWHIZZ
GoPROJECTION
GoFRISBEE
GoSTICKERS
DINE IN & TAKE OUT
GoPLACEMATS
GoBOOKCOVERS
GoBAGS
GoREFRESHERS
GoTOOTHPICKS
GoFLOOR
GoCHINESE
GoFORTUNE
ON THE EDGE
GoDISPENSERS
GoNAPKINS
GoSTATICS
GoAUTO
GoPOST
GoSIDEWALK
GoBOOKMARKS
GoMONEY
MEDIA MATCHER
ANYTHING GOES
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LIVE & IN-PERSON
Live & In-Person Mano-a-mano, eyeto-eye, one-on-one: There’s no better way to share the spirit of your brand. Look beyond teams in tees to discover a vast cast of characters from which to create your very own theater of the street: musicians and poets, models p16
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and impersonators, characters and performers. From fun and friendly to lively and frenzied, with the right kind of people, you can surround your brand with any feeling you like, and design any kind of encounter. The stage is set, the scene is yours to create. gogorillamedia.com
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LIVE & IN-PERSON
LIVE & IN-PERSON
LIVE & IN-PERSON
LIVE & IN-PERSON
GoMODELS/STREET is marketing that occurs when street teams approach people in everyday settings as they are walking from a to b. Before their defenses go up, you’ve got just seconds to captivate and intrigue them with your samples, your schtick, your contests — and your finesse. Targetability:
Fee-Free:
High Traffic:
Certain kinds of people — such as fashionistas, and parents — are easy to scout by the way they look.
Your initiative is part of the great public theater of the street, requiring no permission, and no registration fees.
With a high volume of passersby, you’re sure to connect with a lot of potential consumers.
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LIVE & IN-PERSON
GoMODELS/OFFICE is marketing to people while they’re in their office. With programs ranging from free espresso drinks to fresh juice to gourmet ice cream and much more, GoOFFICE creates a welcome bright spot in the workplace. Staying Power:
Instant Goodwill:
Freshness Factor:
GoOFFICE programs can deliver refreshment that’s welcome throughout the day, creating more of an opportunity for messages to sink in.
Delivering instant and tangible gratification, GoOFFICE connects with people when they’re relaxed and receptive.
By getting into one of the most protected and ad-free environments, GoOFFICE stakes a claim on a new advertising frontier.
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LIVE & IN-PERSON
GoMODELS/EVENT is an event that is piggybacked onto other people’s already-existing events. Harnessing everything from spring breaks to sports, GoEVENTS add their own special twist to the huge energy, scale and momentum that others have already created. Targeted Audiences:
Supersized Presence:
Brand Synergy:
Carefully chosen events deliver your target demo
With messages and ads linked to big, heavily promoted brands, GoEVENT leverages dollars that others are already spending.
GoEVENT brings brands together with their most complementary counterparts.
and capitalize on an ideal branding environment.
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LIVE & IN-PERSON
GoMODELS/STEALTH involves trained enthusiasts who talk up your product or brand in a natural, conversational way — without the consumer ever knowing they’re conversing with carefully chosen marketers.The ultimate form of marketing to people under-the-radar, GoSTEALTH can literally take the form of anyone, anywhere. High Involvement:
Word-of-Mouth:
Brand Bandwidth:
GoSTEALTH has the potential to engage people — often passionately — for extended periods of time.
GoSTEALTH generates intensive buzz that tends to spread from person to person.
GoSTEALTH excels at rekindling interest in old brands in addition to launching new ones.
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NIGHTLIFE
Nightlife For brands looking to connect with the nightlife experience, GoGORILLA is the “ in�place to go. While at the newest hotspot, your target is open, friendly, and in a good mood. And likely to be much more receptive to your message.This socially active crowd includes plenty of p22
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NIGHTLIFE
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NIGHTLIFE
opinion leaders and early adopters. Wellinformed, sociable and flush with discretionary income, these are your potential customers in full-on chat and spend mode. Factor in the implied endorsement of America’s best bars and clubs, and you get a powerful campaign.
NIGHTLIFE
NIGHTLIFE
GoCOASTERS are advertising coasters that are used by bartenders in the hottest bars and clubs across the country. They can be printed with spot colors or four color process to excellent effect. Bartenders dig ’em! Adult Targeting:
Social Effect:
Coolness Quotient:
GoCOASTERS are distributed in bars and clubs reaching an exclusively adult audience.
GoCOASTERS are used in a social environment and linger for a long time in direct view.
GoCOASTERS radiate an aura of coolness because they are associated with the bar and nightclub experience.
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NIGHTLIFE
GoGLASSES are pint-sized beer glasses that are used in bars and restaurants for serving draught beer. They are printed 360° with up to two spot colors to create an etched-in-glass effect. Typically used for a designated period of time, bartenders often give them out as souvenirs to their best customers. Upscale Image:
Souvenir Value:
Wide Reach:
A step up from typical tchotchkes, GoGLASSES lend substance to any branding effort.
Over time, GoGLASSES are either stolen from bars or are taken home with the bartender’s permission; Either way, they are kept for years as prized souvenirs.
GoGLASSES are used for many weeks and each glass is seen by thousands of consumers.
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NIGHTLIFE
GoCOCKTAIL NAPKINS are cocktail napkins served with drinks at bars and nightclubs. They are printed on two sides with advertising, using up to four spot colors. They’re a bartender’s favorite! Adult Targeting:
Social Effect:
Coolness Quotient:
GoCOCKTAIL NAPKINS are distributed in bars and clubs reaching an exclusively
GoCOCKTAIL NAPKINS are used in a social environment and linger for a long time
GoCOCKTAIL NAPKINS radiate an aura of coolness because they are associated
adult audience.
in direct view.
with the bar and nightclub experience.
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NIGHTLIFE
GoSWIZZLE is advertising on plastic cocktail stirrers that are served with mixed drinks at bars and clubs. GoSWIZZLE sticks are injection molded with three-dimensional product designs. They can be made in every size, shape or color imaginable. Surprise Value:
Conversation Starter:
Coolness Factor:
The ad is in your drink: for in-your-face exposure, how can you top that?
Once discovered they’re a great topic of bar conversation.
They’re cool by virtue of their association with the bar and nightclub experience.
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NIGHTLIFE
GoMATCHES are matchboxes and matchbooks that are given away free in popular bars and clubs. They appear to be taken primarily by smokers, but the majority of people take them as souvenirs or for candle lighting at home. GoMATCHES are printed on three sides with advertising, using spot and four color process. Social Effect:
Take-Me-Home:
High Acceptance:
GoMATCHES are used in a social environment and linger for a long time in people’s direct view.
GoMATCHES are taken home as souvenirs or for candle lighting and thereby enjoy a longevity“unmatched” by any other ad medium.
GoMATCHES are well received because they are useful.
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NIGHTLIFE
GoMINTS are pill-shaped mints that come in small travel packs with peel-away tops carrying full-color advertising messages. As bona fide breath fresheners, GoMINTS can be given out in a variety of situations including movie theaters, meetings, on the street, or with the restaurant check. Feelgood Effect:
High Acceptance:
Social Effect:
More than a utility, GoMINTS are a treat—one of life’s small but welcome rewards.
GoMINTS are well-received because they are useful.
GoMINTS are used in a social environment, where they are frequently shared.
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NIGHTLIFE
GoPARTY brings marketing to events hosted by people, not corporations. GoGORILLA sends teams to areas or events where people are throwing parties–parades, tail gates, festivals, holiday celebrations and college campuses. There, we distribute free stuff such as napkins, cups and party favors to help supply the hosts. And, of course, it all carries advertising from brands that want to reach those people. Everybody wins. Implied Endorsement:
High Acceptance:
Social Effect:
Because they’re provided by party-throwers, there’s an implied endorsement of your brand.
GoPARTIES are well-received because they are cost-saving and convenient.
GoCOCKTAIL NAPKINS are used in a social environment and are in direct view of party goers and passersby.
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NIGHTLIFE
GoCONDOMS are real, functional condoms inserted into protective sleeves which are printed with advertising. They are given out in bars and clubs where there is a high incidence of “social”contact. Edgy-ness:
Surprise Factor:
Ice-Breaker Quality:
Advertising on GoCONDOMS communicates a fun and
People are always pleasantly surprised to be offered free
GoCONDOMS are a great ice-breaker at social events.
risk-taking brand image.
condoms, even if they’re not sure when they’ll have the next opportunity to use one.
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ON THE EDGE
On The Edge Consider all the places you’d advertise if only you could get permission, or had a healthy disregard for the powers that be. If your brand lives by its own set of rules, and you don’t mind taking a few chances, you’ve got some truly awesome options that others p32
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ON THE EDGE
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ON THE EDGE
can’t access. You’ll escape all the clutter of conventional venues, distinguishing yourself from the crowd. And if you do it justice, you’ll get plenty of press. Best of all, you will become a bright blip on the consumer’s radar screen, which is really what it’s all about.
ON THE EDGE
ON THE EDGE
GoMONEY is advertising on US paper currency. Non-permanent sticker ads are affixed to banknotes, then placed in circulation at targeted venues. Any denomination of bills can be used, depending upon the desired effect. Shock Value:
Conversation Starter:
Passalong Effect:
People will be greatly surprised by spotting an ad on their change after making a purchase.
People will surely share their surprise –“Check this out!”– with friends, family
Money is the epitome of passalong objects; your ad rides along from
and colleagues.
person to person.
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ON THE EDGE
GoBOOKMARKS is advertising on bookmarks inserted surreptitiously into books in bookstores. Difficult to do well, GoBOOKMARKS delivered by our seasoned store squads have a high direct-to-shelf success rate. Implied Endorsement: By appearing in books, GoBOOKMARKS gain the presumed endorsement of the publisher.
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Psychographic Targeting: GoBOOKMARKS can be placed in titles geared to appeal to specific interest groups.
High Acceptance: If the book is purchased, the bookmark is likely to be used.
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ON THE EDGE
GoSIDEWALK is the stenciling of advertising messages directly onto sidewalks at busy locations. Non-permanent paint is used so as not to incur the wrath of city officials. Prime Real Estate:
High Noticeability:
Event Blitz:
Highly trafficked street
People tend to look or
GoSIDEWALK stencils can
corners in major cities are the non plus ultra of advertising real estate.
at least glance down as they walk, making GoSIDEWALK stencils
be used to surround a trade show or event.
highly noticeable.
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ON THE EDGE
GoPOST are multiple forms of poster advertising, including “lost dog” style postings which are placed on a lamppost or telephone pole. This homespun format co-opts public space and gets under consumers’ radar with a cleverly, non-commerical format. Heavy Exposure:
High Frequency:
Blitzability:
GoPOST postings can reach pedestrians in thousands of locations within a single market.
GoPOST postings can be placed along highly trafficked thoroughfares so that passersby are bombarded with the advertising message several times.
GoPOST postings may be hung to surround a building or event, such as a trade or fashion show.
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ON THE EDGE
GoAUTO is a postcard, die-cut to accept a miniature suction cup, which is strategically placed on cars, trucks and SUVs. Cleaner and more visable than any flyer, GoAUTO even lets you target your ad to drivers of a specific kind of car. When was the last time you could do that? Flexibility: GoAUTO allows you the flexibility to target by neighborhood, by street, or even by specific parking lots.
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Psychographic Targeting: Reach any audience you like by pinpointing the right type of car.
Strong Visual Effect: In addition to the auto’s owner, the repetition of your message on car after car has a powerful impact on passing pedestrians.
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ON THE EDGE
GoSTATICS are full-color posters that affix without pins or adhesives by virtue of sheer static electricity. Putting them up and taking them down works like magic. Other than that, they work like conventional posters in every respect. Venue Friendly: Because they’re minimally intrusive, venue owners are more favorably inclined to display them.
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Easy Application and Removal: Get more posters in more venues in less time, and spend less time and effort taking them down.
Coolness Quotient: GoSTATICS radiate an aura of coolness because they are associated with the bar and nightclub experience.
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DINE IN & TAKE OUT
Dine In & Take Out We think about food all the time, and we talk about it incessantly. It’s that important— and that enjoyable. Add the anticipation of waiting for that drink to be served or that meal to be delivered and you know where all eyes will be focused. When you consider how long p40
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DINE IN & TAKE OUT
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DINE IN & TAKE OUT
you’ll leave that box on your desk or that bag on the counter, you start to appreciate the enormous power of advertising on these surfaces. If the way to the consumers’ heart is through their stomach, then you’re riding piggyback along with every scrumptious morsel.
DINE IN & TAKE OUT
DINE IN & TAKE OUT
GoNAPKINS are full-sized napkins given out with food or dispensed from GoDISPENSERS. They are printed on one side with advertising, in up to two spot colors. Ubiquitous Presence:
Desktop Call to Action:
Social Effect:
GoNAPKINS give you
GoNAPKINS find their way back to people’s desks, where people can easily act on a message to
GoNAPKINS are used in a social environment and linger for a long time in direct view.
a pervasive presence, from cafes to diners, and from desks to dining tables.
log onto a web site or call a toll-free number.
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DINE IN & TAKE OUT
GoDISPENSERS are essentially tabletop billboards that are viewed by people when they’re eating. They are most effective when used with branded GoNAPKINS. Standout Effect:
Social Effect:
Long Lasting:
Typically the only advertising on the table,
GoDISPENSERS are used in a social environment and linger for a long time in people’s direct view.
GoDISPENSERS will last on tabletops for months
GoDISPENSERS deliver a message that can’t be missed.
gogorillamedia.com
at a time and are maintained and cleaned by restaurant staff.
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DINE IN & TAKE OUT
GoFORTUNE are Chinese fortune cookies with ad sponsored fortunes inside. Both sides of the fortune are yours, so your creative team can take full advantage of this unusual vehicle. GoFORTUNE cookies are supplied to chinese restaurants in targeted markets. Surprise Factor:
High Passalong:
Humor Quotient:
People do not expect to find advertising in their fortune cookies. They’re a fantastic
People usually go to Chinese restaurants in groups and share their fortunes
Because of their surprise nature, GoFORTUNE ads lend themselves well to
conversation piece!
with their friends, thereby increasing the reach of your ad campaign.
humorous treatment.
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DINE IN & TAKE OUT
GoCHINESE is advertising on boxes that are used by Chinese restaurants for takeout and home delivery. They are printed on four sides using up to four spot colors. Lasting Effect:
Element of Surprise:
Humor Quotient:
Once the takeout becomes left overs, GoCHINESE
A clear conversation-starter. Ads on Chinese containers?
continue to work their marketing magic.
What will they think of next!
Because of their surprise nature, GoCHINESE ads lend themselves well to humorous treatment.
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DINE IN & TAKE OUT
GoFLOOR is advertising that’s placed on the floor. Using a patented, non-slip technology and delivering high-resolution, full-color images, it’s safe and subliminal. GoFLOOR brings this medium out of the supermarket aisle and into coffee shops, delis and a world of new venues. Lotsa Eyeballs:
High Noticeability:
Billboard Effect:
GoFLOOR can be positioned in a venue’s most highlytrafficked locations.
People tend to look or glance down as they walk, making GoFLOOR right for their line of sight.
GoFLOOR can be combined to create “billboard on the floor”effect.
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DINE IN & TAKE OUT
GoTOOTHPICKS are small boxes containing 8-10 toothpicks that are given away for free in popular clubs and restaurants. As smokings falls out of favor, GoTOOTHPICKS make a great matchbook alternative. They are printed on three sides with advertising, using spot or four-color process. Adult Targeting:
Go Anywhere:
High Acceptance:
GoTOOTHPICKS are distributed in restaurants and clubs, reaching an adult audience.
Toothpicks can go places where smoking and matchbooks are no longer welcome.
GoTOOTHPICKS are well-received because they are useful.
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DINE IN & TAKE OUT
GoREFRESHERS is advertising printed on packages of high-quality hand wipes that provide a welcome note of refreshment. Available in a variety of sizes, they are the equivalent of a hot towel in the coach section. GoREFRESHERS are great for restaurants, sporting events and anywhere a bathroom isn’t close by. Surprise Factor:
High Quality Feel:
High Acceptance:
In addition the welcome surprise of receiving GoREFRESHERS, people do not expect to see advertising on them.
Thick and soft, GoREFRESHERS feel great on the hands—far more indulgent than an ordinary towelette.
GoREFRESHERS are well-received because they are useful.
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DINE IN & TAKE OUT
GoBAGS are paper or plastic bags that are used in coffee shops and delis for take-out food and drinks. They are stocked at checkout registers and given to customers who buy food and drinks to go. GoBAGS are printed on two to four sides with advertising using up to four spot colors. Street Level Exposure:
Desktop Call to Action:
Element of Surprise:
GoBAGS provide advertising exposure to pedestrians on the street, thereby dramatically multiplying the reach of your ad campaign.
GoBAGS are brought back to people’s desks where they can easily act on the advertising message; either by logging onto a website or by calling a phone number.
People do not expect to see ads on their take-out bags.
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KID STUFF
Kid Stuff Directly and indirectly, their purchasing power now exceeds $200 billion per year. They’re the primary decision makers for personal electronics and other key categories*. And their power is growing. It’s no mystery why marketers are clamoring for access. p50
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KID STUFF
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* Source: Insight Express
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KID STUFF
And while kids spend plenty of time glued to the tube (and the monitor), they spend plenty of time hanging out in the real world, too. In other words, they’re totally transformed from passive to active, and they’re open to new ways of discovering what’s cool and new.
KID STUFF
KID STUFF
GoBOOKCOVERS are four-color protective covers for schoolbooks that carry cool images and promotional messages. They are given out, teacher by teacher, school system by school system, to students in libraries and classrooms. The ultimate in campus cool! Youth Appeal:
Coolness Factor:
Lasting Impact:
All school students need them and use them.
With the right brands in the right hands on campus, GoBOOKCOVERS
Students see GoBOOKCOVERS every time they pull a textbook from
can help to instigate huge word of mouth.
their backpack.
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KID STUFF
GoPLACEMATS are placemats and crayons that entertain kids at restaurants. Line art can portray favorite characters, lively logos, scenes from a show or any other brandbuilding image for coloring enjoyment. Kid-Direct:
Family-Friendly:
Implied Endorsement:
Presented as an entertaining diversion, GoPLACEMATS
Kids get something fun to do while they’re waiting for
Because they’re handed out by servers and hosts,
get prime kid placement— front and center.
their food. Parents get a break. You get brand awareness. A win all around.
there is an implied endorsement of your brand by the restaurant.
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KID STUFF
GoSTICKERS are fun, eye-grabbing ads in the form of self-adhesive stickers with peelaway backs. Good GoSTICKERS appeal directly to the youthful urge to stick cool stuff in cool places—to identify what’s theirs and to stake out their own small slice of the world. Lasting Effect:
Youth Targeting:
Cool Quotient:
Once fixed in place, GoSTICKERS tend to stick around.
Appeal to the youthful desire to customize folders, skateboards,
Because GoSTICKERS are cool, they’re perfect for hip lifestyle brands.
walls and more.
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KID STUFF
GoFRISBEE is advertising on the top center of a Frisbee. It is printed using up to four spot colors. Look for GoFRISBEE wherever sunloving, fun-loving crowds gather outdoors. High Acceptance:
Youth Targeting:
High Visibility:
GoFRISBEE is well-received because it has lasting
Appeal to the fun-loving, free-time-spending lifestyles
GoFRISBEE stands out in low-ad environments such as
recreational value.
of the 22-and-under set.
parks and beaches.
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ANYTHING GOES
Anything Goes What is Guerilla media? Anything capable of carrying a message. Which is to say, in the right situation, just about anything. In our view, there is nothing more regrettable than empty space with no advertising printed on it. Look around you: the world is ripe with p56
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ANYTHING GOES
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ANYTHING GOES
possibility! And what you’ve seen so far is only the beginning. Join us in our quest to bring the truly exceptional back to the cookie-cutter world of advertising. Think up something new. Or let us develop new guerilla media for you. Here are a few inspirations.
ANYTHING GOES
GoPROJECTION
GoWHIZZ
Is the nighttime projection of advertising onto buildings and other highly visible surfaces. GoPROJECTION units are truck mounted and can move throughout the city projecting ads onto structures
Are scented splash guards which are placed in the urinals of mens’ restrooms. (For our female readers: if you’ve never seen one of these, that’s a good thing.) They’re a great way to target real men
throughout the evening.
in a guys-only setting.
GoUMBRELLA
ANYTHING GOES
Advertising umbrellas are all over Manhattan: 435 carts in total! Because they are seen by literally millions of people each day, GoUMBRELLA is one of the most cost-efficient media buys in the world. Targeted packages can be designed to reach particular neighborhoods and even particular streets.
GoCARD
GoWATERBOTTLE
Is the distribution of advertising postcards through one-pocket countertop displays. They are placed in a wide range of venues, from restaurants and bars to retail shops and movie theaters.
is advertising on a plastic water bottle, printed using up to four spot colors. GoWATERBOTTLE is welcome at any event where there’s a thirst to be quenched.
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ANYTHING GOES
GoCUPS
GoBAR CADDY
Are disposable coffee cups featured in delis and coffee shops across the country. They are used primarily for take out coffee, but also for tea and other hot beverages. GoCUPS are printed 360° with advertising, using spot colors or four color process. They’re moving mini-billboards.
Are break-resistant plastic bar-top holders that serve as tabletop billboards while allowing quick access to cocktail napkins, stirrers and other accessories. For added effectiveness, use with GoCOCKTAIL NAPKINS, GoSUGAR, and GoTOOTHPICKS.
GoZARF Are coffee cup sleeves used in delis and coffee shops across the country. They were originally developed as an environmentally friendly alternative to “double cupping,” a way to avoid burning your hands while holding hot beverages. Fortunately, they have since adapted for the propagation of advertising.
GoWIPES
GoPIZZA
Are toilet paper rolls printed with advertising. They are used in the restrooms of bars, nightclubs and restaurants.
Is advertising on pizza boxes used for takeout and home delivery. They are printed on five sides, using up to four spot colors.
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Bal THE BALLSY AWARD™
The Ballsy Award ™ Are you an advertising professional who has exhibited creative courage in the face of conventional wisdom? Have you executed a great campaign at the risk of censure, opprobrium, ridicule and loss of face? Then we’d like to meet you, and celebrate your achievements! GoGORILLA Media presents The Ballsy Award™ to honor those among us who“have defied ordinary thinking and exhibited great personal courage in creating, presenting, defending and executing brilliant ad campaigns.” Winners receive the distinctive Ballsy trophy (made of solid brass, of course), will be featured in industry publications, and will be the toast of the Ballsy gala.
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llsy
THE BALLSY AWARD™
Lifetime Achievement George Lois What has George’s never-say-uncle brand of genius brought us? A host of unforgettable images and ballsy concepts that have become a part of everyday life. Bobby Kennedy’s 1964 senatorial campaign. Esquire covers throughout the 60s that blitzed the brain. The concept and name for Stouffer’s low-calorie Lean Cuisine (1979). The rallying cry of a new generation,“I want my MTV!” (1982). And a million other things. An unwavering champion of great ideas, George’s career has blasted an opening for our collective creativity.
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™
GoGORILLA Media 73 Spring Street New York, NY 10012 212.925.2420
Design and Writing: mires>design for brands 619.234.6631 www.miresbrands.com Photography: bil zelman 619.702.6345 www.zelmanstudios.com
GoGORILLA Media 73 Spring Street New York, NY 10012 212.925.2420
E: info@gogorillamedia.com W: gogorillamedia.com