"Natural advertising" is not as corny as it sounds. It simply means “ads that are created and crafted and delivered using natural materials rather than unnatural materials,” explains Ganjou.
His London-based firm, Curb, is spearheading the movement with its eco-ad campaigns. “We use filtered rainwater to literally ‘clean’ ads into the pavement,” he says.
Since launching the company, Ganjou has worked with the likes of Budweiser, Puma, ING and the Carphone Warehouse. He’s currently in the middle of a massive promotion for Kia cars with 650 clean “tags” appearing around London. It’s the largest clean advertising campaign ever conducted.
This is guerrilla marketing at its best. And Ganjou has lots more tricks up his sleeve to keep Joe Public guessing.
Six months prior to launch, he held meetings with leading horticulturalists, solar artists and sand sculptors. Today, Ganjou can rustle you up a solar woodcut at a moment’s notice, using only a magnifying glass and the sun’s rays. If you’d like your logo depicted in a waterfall, no problem. Or how about a giant edifice made of sand?
A PR stunt, which contributes to your firm’s corporate responsibility? No wonder Curb’s first year turnover is predicted between £500,000 and £1m.
“We’ve been absolutely deluged with work, “ he says. “We’re getting hundreds of emails a week from people all over the world, to say, we can’t wait to see what you do when you arrive in America, Asia, Australasia and everywhere else…”
Many of these enquiries have come in since Curb executed a particularly daring and ingenious campaign in February. On the infamous “snow day”, Ganjou managed to turn around a campaign for extreme sports brand Extreme in a matter of hours, “snow-tagging” 3,000 logos into street furniture all over London.
“Our snow tagging campaign cost less than £1000 to deliver and has generated media awareness and coverage to the tune of hundreds of thousands of pounds," says Ganjou.
So, what next for the eco-preneur?
“If there was one thing I would absolutely love to do with Curb, it would be to clean every street in London for the 2012 Olympic games,” he says. "Now that would be something amazing!"
For a small start-up, Curb certainly has a big future.
Check out the whole article in the March edition of Real Business.
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