A larger-than-life solution to a larger-than-life problem: Know about this brand's success story!
| From the desk of Miles Everson: Hello, everyone! I’m thrilled to share with you another guerrilla marketing topic today! Guerrilla marketing is an unconventional strategy that is simple to appreciate, easy to execute, and sometimes, inexpensive. I am personally fond of this strategy because it reminds me that creative ways truly get our target audience’s attention. That’s why today, we’ll talk about a tactic that’s not just fun but also beneficial. Are you ready? Read on to know how one air conditioner brand helped Filipino commuters cool down in the midst of the sweltering summer heat in May 2024. |
A larger-than-life solution to a larger-than-life problem: Know about this brand's success story! Picture this: You’re standing in the blistering heat, sweat trickling down your back, wishing for just a moment of relief. It’s one of those days when the sun feels like it’s turned the entire city into an oven. In these moments, you’d do just about anything for a breath of cool air. … but what if the solution to your discomfort wasn’t just wishful thinking? What if you stumbled upon a spot that not only gave you a reprieve but also left you thinking, “This is exactly what I needed”? What would your next move be? This kind of unexpected, refreshing moment isn’t just a stroke of luck but also the result of a brilliantly executed idea that redefines what marketing can do. … and that, our friends, is where this story begins. The “Carrier Cool Spot” Campaign Carrier Philippines, known for providing cooling solutions for homes, took its mission to the streets during one of the hottest seasons on record. With the help of creative agency Ace Saatchi & Saatchi, the air conditioner brand designed the “Carrier Cool Spot,” a first-of-its-kind bus stop in Bonifacio Global City (BGC) in the Philippines in May 2024. The installation featured a larger-than-life split-type air conditioner, not just for display but to actively cool down commuters waiting for buses.
Woah, talk about transforming something as mundane as a bus stop into an oasis of relief for commuters enduring the sweltering summer heat in the country… That in itself is a great idea! By addressing a real-world problem, the campaign struck a chord with both the public and the media. Furthermore, this initiative made Carrier’s tagline, “The Air Authority,” come to life, offering an experience that was refreshing in every sense of the word. Whether you were a commuter, a jogger in need of a break, or a pet owner cooling down after a walk at that time, the “Carrier Cool Spot” delivered relief, reinforcing the brand’s message through direct interaction.
The process of building the larger-than-life air conditioner was anything but easy. For one, the project demanded collaboration between a diverse team of experts, including structural engineers, electrical and air conditioning specialists, and even solar power experts to integrate sustainable elements into the design. One of the major hurdles was navigating the complex bureaucratic landscape of city planning and transportation authorities. Aligning with the BGC administration and ensuring the design wouldn’t interfere with existing transport operations was a major task in itself. The team worked tirelessly, making quick adjustments on-site and even working overnight to complete the installation in time for summer. Thankfully, the meticulous effort not only guaranteed the success of the campaign but also showcased Ace Saatchi & Saatchi’s ability to deliver innovative outdoor activations.
RESULTS. The response to the “Carrier Cool Spot” was overwhelmingly positive. Social media buzzed with commuters sharing photos and videos of the installation, with many hailing it as a much-needed reprieve from the oppressive summer heat. The project also stirred interest from local government units (LGUs) and private communities looking to replicate the cooling shelter in their areas. This demonstrated that the campaign didn’t just make waves for Carrier as a brand; it also opened conversations about how urban design and public amenities could integrate more eco-friendly, innovative solutions. What’s more? Aside from simply being an ad, the “Carrier Cool Spot” is an example of how experiential marketing can lead to authentic consumer engagement. By giving people an actual, useful experience with the product—in this case, Carrier’s air conditioning technology—the campaign left a lasting impression on its target audience. This is guerrilla marketing at its finest: Offering value while seamlessly promoting the brand! — So, what can you learn from this campaign?
Overall, the “Carrier Cool Spot” campaign is a shining example of how brands can push boundaries with guerrilla marketing. By merging functionality with creativity, Carrier and Ace Saatchi & Saatchi didn’t just cool down commuters but also created a lasting impression that resonated with people far beyond the bus stop. This campaign is a reminder that when brands step outside of the box and deliver real value, they not only gain attention but also build genuine trust and loyalty. … and with its sustainable design and potential for future urban applications, the “Carrier Cool Spot” points to a future where marketing isn’t just about selling but about solving real-world problems in innovative ways. What’s your larger-than-life marketing idea? Start acting on that and watch your brand soar to new heights! Besides, who knows? This could be your ticket to your coolest and most awesome marketing strategy ever! Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. EXCITING NEWS AHEAD The world of work has shifted, and there’s no going back. The barriers to entry have never been lower for talented professionals to work independently, and today’s massive external workforce is hardly a pandemic-produced fad. Business owners can only survive in the new work landscape by partnering with this deep talent pool. With decades of experience in both small-business entrepreneurship and executive management at PwC, I truly believe that the future of work is independent. With that, I’m happy to share with you that my book, co-authored with Walter Scott Lamb, is now available on Amazon! Free Birds Revolution: The Future of Work & The Independent Mind This new bestseller is an essential read for both independent professionals and corporate executives. Here, we provide educational and practical guides to unpack the ever-growing workforce and offer you crucial ways to become a client of choice. Click on the link above to order your copy. Let this bestselling book help you future-proof your career and organization in the new world of work. Stay tuned for next Thursday’s Gorillas of Guerrilla Marketing! This company turned the byproduct of its beer brewing process into a tasty and nutritious bread that can feed those who are suffering from hunger. Find out how it pulled it off in next week’s article! |
Miles Everson
CEO of MBO Partners and former Global Advisory and Consulting CEO at PwC, Everson has worked with many of the world's largest and most prominent organizations, specializing in executive management. He helps companies balance growth, reduce risk, maximize return, and excel in strategic business priorities.
He is a sought-after public speaker and contributor and has been a case study for success from Harvard Business School.
Everson is a Certified Public Accountant, a member of the American Institute of Certified Public Accountants and Minnesota Society of Certified Public Accountants. He graduated from St. Cloud State University with a B.S. in Accounting.
