South Essex College

Stop Dreaming. Start Living. 'The Bed' Guerrilla Marketing Stunt

The ‘stop dreaming, start living’ campaign was all about grabbing peoples attention and provoking a reaction. The print campaign was informative and assertive but we felt that it required an extra three-dimensional aspect to publicize the message.

The guerrilla marketing stunt had to fit in with the theme of ‘waking up’ and expose as many people as possible to the message, thus provoking word of mouth advertising for the college. The concept of the bed in the high street was a humorous vehicle for a serious message and fitted the overall theme of the campaign. The addition of promotional leaflets being handed out by people in pyjamas further added to impact of the stunt and fuelled the word of mouth among the target audience.