← All charts
Advertising and media
Guerrilla formats and their main risks
| Format | Typical use | Main risk to check |
|---|---|---|
| Ambient | Turn benches, stairs or bus stops into the message | Permission from the owner of the object or space |
| Street activation | Short show, sampling or game in a busy place | Crowd control and blocked pedestrian traffic |
| Projection | Evening light message on a building | Building owner consent and local light-advertising rules |
| Pop-up | Temporary space to try the product | Permits, fire safety and capacity limits |
| Reverse graffiti and stickers | Message cleaned into dirt or removable stickers | Property damage and rules on public surfaces |
| Ambush marketing | Linking the brand to an event without sponsoring it | Trademark and event rules protecting official sponsors |
| Format | Typical use | Main risk to check |
|---|---|---|
| Ambient | Turn benches, stairs or bus stops into the message | Permission from the owner of the object or space |
| Street activation | Short show, sampling or game in a busy place | Crowd control and blocked pedestrian traffic |
| Projection | Evening light message on a building | Building owner consent and local light-advertising rules |
| Pop-up | Temporary space to try the product | Permits, fire safety and capacity limits |
| Reverse graffiti and stickers | Message cleaned into dirt or removable stickers | Property damage and rules on public surfaces |
| Ambush marketing | Linking the brand to an event without sponsoring it | Trademark and event rules protecting official sponsors |