While traditional guerilla marketing campaigns aimed at selling products focus on the element of surprise and unconventional techniques, Greenpeace’s campaign style could be more closely compared to guerilla warfare, composed of a series of ambushes and sabotages (Creative Guerrilla Marketing, 2015).
For example, a band of Greenpeace activists descended on a LEGO factory in the Czech Republic and decorated it with a Shell logo and an oil spill with giant unhappy minifigures (LEGO characters) cleaning it up. Affective Political Marketing Online: Emotionality in the Youth Sites of Greenpeace and WWF.
Greenpeace previously used this knowledge in a successful campaign called ‘Stop Esso’ that impacted the social credibility of Exxon Mobil (Esso) and caused negative consumer perceptions about the company in regard to the issue of climate change (Gueterbock, 2004).
However, in its most recent ‘Save the Arctic’ campaign, Greenpeace tried another new tactic by targeting the toy company LEGO.
Throughout the campaign, Greenpeace pointed to LEGO’s mission to “leave a better world for children”: a promise it is not fulfilling by supporting Shell.
Greenpeace’s campaign went beyond the rhetoric of securing the environment for our children’s future however; it actively used children in several of its marketing stunts. LEGO has had a partnership with Shell since the 1960s that saw LEGO toy sets branded with the Shell logo distributed from Shell petrol stations in several countries. Instead of targeting Shell for its plans to drill in the Arctic, Greenpeace targeted LEGO for its partnership with Shell. Disclaimer: This work was produced by one of our expert writers, as a learning aid to help you with your studies. We also have a number of samples, each written to a specific grade, to illustrate the work delivered by our academic services. Lego ends Shell partnership following Greenpeace campaign. Often, visible metrics of success can further increase the likelihood of a viral campaign being shared wider as its credibility is established (Woerndl et al., 2008). For example, the number of hits on a You Tube video can influence the likelihood of someone watching and sharing the video. Any opinions, findings, conclusions or recommendations expressed in this material are those of the author and do not necessarily reflect the views of UK Essays. Greenpeace has had environmental issues at the core of its mission since it was founded in 1971, when a small group set sail from Vancouver, Canada to witness nuclear testing (Greenpeace, 2014a). A related tactic used in the campaign is viral marketing. Again, aimed at creating buzz with lower cost, viral marketing is “an Internet-based ‘word-of-mouth’ marketing technique” (Woerndl et al., 2008).