Guerilla Marketing: Squid Game

Problem

The Squid Game series on Netflix was gaining considerable recognition and recall value amongst mostly millennials and Gen Z. Now how can a brand make the most of this and jump on the bandwagon and use it to its own advantage?

Solution

The series starts with a random stranger handing out a card with a number on it, if the chosen one wants to take part in the game then they have to call the number and confirm their participation in the game. This card was peculiar looking and had resemblances to our existing brand DOOA with similar iconography. So I created a card that looks exactly like the one on the show while also incorporating our logo and our official phone number. These cards were further distributed in two different channels.

Hidden in books in a famous bookstore with a large footfall.
Distributed at our stall at a Flee Market (Sunday Soul Sante)

Result

Everyone who had watched the show and came in contact with the card immediately connected the dots and grew curious.

500 cards were printed and distributed, and in a span of a week around 75 people called asking for more details. Out of which 20 new prospective clients actually turned up at the gallery.

This campaign had a 4% conversion rate which is quite decent for a guerilla campaign.