Meteor goes big on guerrilla marketing
Mobile phone network’s ‘Secret HQ’ television ad hones in on internet culture
Meteor’s new “Secret HQ” campaign continues its recent fondness for guerrilla (experimental) marketing, with fake planning permission notices and a taxidermied fox among its plans to surprise consumers.
“When we’re designing our marketing campaigns, we have to acknowledge that our customers are consuming non-traditional media,” explains Meteor director Maeve O’Malley. O’Malley says Meteor wanted the ad to avoid “generic” advertising messages and instead offer “a light-hearted glimpse into the mobile consumption habits of customers”. Some of the concepts from the ad will be “placed in the real world” as part of the campaign, with a taxidermied fox character by the name of Séamus – Meteor’s version of an existing internet meme – popping up in well-known locations during the next phase. Source (Irish Times)
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