MODA: Guerilla



Museum of Design Atlanta had recently moved into a new space in midtown Atlanta, directly across from the High Museum of Art. Even though they had new exhibits, the museum was not receiving enough attention or foot traffic from the public. With very little budget, they were looking for creative ways to promote themselves and the new Bathroom Exhibit.


Using very targeted display ads, being very particular and focusing on a narrow demographic, we were able to be efficient with a small budget. We wanted to go beyond digital though and let the community know about MODA and the new exhibit, Water Dream (all about Bathroom Design). We turned to guerrilla marketing to leverage their fantastic location. We came up with a big idea to invade the MODA area (and a long-stretch of the iconic Peachtree street) with small yellow ducks. Each duck was labeled with a sticker asking for people to take photos of it in their bathroom and to Tweet their location using the handle Mo’Duck.


News crews from the major networks showed up to cover the invasion of the ducks on Peachtree and highlight the new Bathroom Exhibit at MODA. Radio DJ’s mentioned it on the air , local papers and blogs covered the great photos of the duck invasion. People stopped to look at the ducks. People took pictures. People Tweeted and uploaded photos. And more importantly, people came to the exhibit and significant brand awareness was driven to MODA’s exhibitions. This case study has been studied in business marketing classes in London and social media classes in Germany. A good guerilla marketing stunt can create great PR. And that’s what we love— putting smart creative ideas together with well planned and unique PR strategies.


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