So What Is Reverse Graffiti Marketing?
Reverse graffiti marketing, also known as clean advertising or clean graffiti, is a form of guerrilla marketing where instead of adding paint or materials to a surface, the artist removes dirt or grime from a surface to create an image or message. This technique is often used in urban environments where there is a lot of pollution or dirt buildup on walls or sidewalks.
The process typically involves using stencils or templates placed on a dirty surface, and then pressure washing or scrubbing away the dirt around the stencil to reveal the desired image or message. Since it relies on the contrast between clean and dirty areas, it’s a temporary form of advertising, as the image will gradually fade as the surrounding area gets dirty again.
Reverse graffiti marketing is seen as an environmentally friendly form of advertising since it doesn’t involve adding any materials to the environment, and it often generates attention and curiosity due to its unusual and unexpected nature. However, its legality can sometimes be questioned, as it involves altering public spaces without permission from authorities.
Companies such as EA Sports and Under Armour have both previously engaged in reverse marketing techniques. See Google for some examples.
What Should You Promote With Reverse Graffiti?
As reverse graffiti is temporary, fading over time until the surronding dirt/grime reclaims it, it suits some promotion more than others. The best use of reverse graffiti is for the following?
1. Product & Brand Launches:
It is important for new products/brands to make a splash and enter public consciousness as soon as. Reverse graffiti is a great way to create hype around a new venture, spark conversation, and raise awareness. Moreover it will naturally fade as the product or brand becomes more established.
2. Promote Local Events:
Short and intense bursts of marketing are great for one-time events. Billboards, for example, usually have a minimum rent time, likely several weeks or months, which is much more than you need for a one-off-event. Reverse graffiti is therefore cost-effective, and can make the event seem more exclusive.
3. Directions To A Specific Location:
Arrows or footsteps directing customers to a shop, stall, event etc. is an effective use of reverse graffiti marketing. The public will be intrigued by finding the directions and will hopefully follow them to your desired location. It adds a little mystery and excitement to a marketing campaign.
This post was brought to you by Push Promotions, a UK-based promotional staffing agency. We provide a wide range of promotional staff to events such as exhibitions, banquets, trade shows, conferences, festivals, and more. Get in touch with us via email or phone for more information, or for a free and competitive quote.
