I don't usually like intrusive advertising, but when it's for a good cause such as Feed South Africa, I am all for it.
This clever Feed SA campaign by TBWAHuntLascaris, Johannesburg, reaches out to people shopping in supermarkets with decals placed inside the shopping carts. The decals show young South African kids reaching out with their hands from inside the cart.
As you stock on food items for yourself, you have to “give†it them to the little kid on the decal. The message is, “See how easy feeding the hungry can be?†It can be as easy as donating a can of soup or baked beans.
The May 2008 guerrilla campaign was done with creative directors Adam Weber, Hennie Stander, art director Wihan Meerholz, copywriter Dan Parmenter, and photographed by Seppi Hochfellner.
Here are some more shopping cart ads:
Why This Trend Is Growing
- Social Cause Advertising
- Trend where advertising is used for social causes, such as feeding the hungry in South Africa, through creative messaging.
- Guerrilla Campaigns
- Trend where creative and unconventional marketing methods are used to reach a larger audience, such as decals in shopping carts.
- Interactive Advertising
- Trend where advertising becomes interactive, such as feeding virtual characters in an ad, to increase engagement and awareness of a cause.
Industries Being Reshaped
- Advertising
- Opportunity for advertising agencies to create interactive, thoughtful ads that raise awareness of social causes in a powerful way.
- Nonprofit
- Opportunity for nonprofits to partner with advertising agencies and use guerrilla marketing campaigns to raise awareness and drive donations for their cause.
- Retail
- Opportunity for retail stores to partner with nonprofit organizations and create campaigns that encourage shoppers to donate food and other items to those in need through interactive ad displays.
