This is an example for a cost effective publicity stunt done by a giant brand. The brand is Volkswagen; its aim was to promote the launch of the new Golf 6, with park assist.
To create a buzz about Golf 6, they hired car guards to appear in places where people used to visit. So, the guards appeared at places like Cinemas, cafes and beaches. It was a cost-effective publicity stunt.
Well, this effort is cost effective. However I doubt whether this kind of publicity efforts affect the brand in a negative way. I remember an incident in my city in which a man was hired to carry a banner ad of a particular brand and walk around the city. People who saw the man, who walks braving the scorching sun carrying the banner, blamed the company and it definitely created a negative publicity. A brand like Volkswagen can do publicity efforts in a more refined way.
Credits:
Advertising Agency: Ogilvy, Cape Town, South Africa
Executive Creative Director: Chris Gotz
Creative Director: Gordon Ray
Art Director: Matthew Pullen
Copywriter: Craig Ross
