In a world bombarded by digital ads, guerrilla marketing has emerged as a bold, attention-grabbing strategy for brands looking to break through the noise. Central to many of these low-cost, high-impact stunts are humble but versatile materials like Foamex boards. Durable, lightweight, and easy to customise, Foamex signage offers limitless possibilities for imaginative marketers.
Let’s quickly explore the creative uses of Foamex in guerrilla campaigns and see how one can use these boards to turn heads and bring in results.
What Is Guerrilla Marketing?
Guerrilla marketing is a non-traditional, often surprise-based approach that relies on creativity, timing, and location rather than big budgets. It’s designed to generate buzz, go viral, or simply stop people in their tracks.
Foamex boards fit perfectly into this model because they’re:
- Easy to produce quickly
- Highly customisable
- Weather-resistant (great for outdoor stunts)
- Budget-friendly (ideal for SMEs and startups)
Creative Ways to Use Foamex Boards in Guerrilla Campaigns
| Tactic | How Foamex Works Here |
| Pop-Up Street Installations | Lightweight enough to carry and set up anywhere |
| 3D Cut-Out Photo Booths | Printed, cut-to-shape characters or props |
| Floor Stickers & Pavement Signs | Durable for foot traffic in outdoor conditions |
| “Fake” Road Signs or Notices | Mimic official signage for double-take moments |
| Window Takeovers | Easy to mount, replace, and reposition |
| QR Code-Driven Game Boards | Turn Foamex into interactive scavenger maps |
Real-Life Example: Gymshark’s Birmingham Street Stunt
Fitness brand Gymshark, known for its clever marketing, created life-size billboard cut-outs made from Foamex boards and placed them around Birmingham City Centre.
The cut-out had:
- A hidden message (“Shop Lift”)
- Walkers each took one piece of clothing and revealed a hidden message
- A Hidden discount was mentioned to increase sales
- Photo-friendly positioning to encourage social sharing and creative usage of boards.
Within 24 hours, the stunt went viral on Instagram and TikTok, sparking over 20,000 hashtag impressions and a surge in sales.
Benefits of Using Foamex in Guerrilla Marketing
- Custom Shapes- Foamex can be CNC-cut into any shape—logos, human figures, mascots, arrows—making it perfect for props or 3D illusions.
- Bold, High-Resolution Print- Because Foamex boards take digital ink well, you get sharp, photo-quality images that pop in outdoor or high-footfall areas.
- Portable and Reusable- Set it up in a busy market today, repurpose it for a pop-up store next week. Lightweight but rigid, Foamex can handle being on the move.
- Weather-Resistant- Ideal for temporary outdoor stunts in unpredictable UK weather—unlike paper or cardboard, Foamex won’t warp or fade.
Tips for Your Own Foamex Guerrilla Campaign
- Keep It Unexpected: The heart of guerrilla marketing is surprise. Don’t just place a board—stage a moment.
- Localise the Message: Use regional slang, local landmarks, or geo-specific QR incentives.
- Go Social-First: Add a clear call-to-action (CTA) and hashtag to drive online engagement.
- Measure the ROI: Track QR scans, footfall near placements, or social mentions for clear KPIs.
Compliance Tip for UK Marketers
If placing signage in public or shared spaces, ensure you check permissions with local councils or property owners. In the UK, guerrilla marketing is legal, but flyposting or obstructing pathways without consent can result in fines.
Overall!
Guerrilla marketing doesn’t have to be expensive to be effective. With Foamex boards, small and medium businesses can craft clever, impactful stunts that capture attention and build brand awareness, without blowing the budget.
Whether it’s a pop-up message in a high-street window or a life-size cut-out in a park, the flexibility and affordability of Foamex make it one of the most valuable tools in your offline marketing arsenal.
Karishma
An enthusiastic Graphic Designer professional with strong communication and organisational skills, who is passionate about creating and developing innovative ideas with the client to help them get their business noticed. I work to the highest standards and have an excellent eye for detail with skills in design and organisation. I am a dependable and productive worker whose honesty and integrity provides effective leadership and builds excellent relationships. I enjoy innovatively…
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