100% Guerilla

OfficeMax will unleash a guerilla marketing campaign to introduce their new logo in the windy city of Chicago, IL. They claim that the campaign will not cause a terrorist scare like the Turner Broadcasting network did last week in Boston but it is unclear whether the campaign will violate any ordinances. Matt Johnson, an associate media director working on the campaign, says they did not seek Chicago's approval and they are willing to take their chances.


The new OfficeMax logo, a color-filled rubber band ball, will be projected onto the sidewalks and building's of Chicago's center city. This campaign is said to be the first which uses both GPS (Global Positioning System) and a mobile projection system to show the ball bouncing down Michigan Avenue. This projection system will be in a van that is driving down the street and the faster the van drives the higher the image bounces. Great campaign.

In my opinion, this campaign is very strong in many ways. It is focusing on just it's image in a way that hasn't been shown before. After the TBS situation, guerilla marketing is highlighted in media so OfficeMax can take some of the limelight. Besides the vans exhaust it is an environmentally sound campaign. The image and movement of the image will attract not just OfficeMax customers like a normal magazine or commercial would, but also young children, business workers, and any one else in the area. Selecting only one city also shows selectivity, Chicago should "feel special" for being picked. I am excited to see the buzz from this campaign and see what comes from it.