Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results.The term was created by Jay Conrad Levinson in his 1984 book ‘Guerrilla Advertising’. The term guerrilla marketing was inspired by guerrilla warfare which is a form of irregular warfare and relates to the small tactic strategies used by armed civilians. Some of these tactics include ambushes, raids and elements of surprise. Much like guerrilla warfare, guerrilla marketing uses the same sort of tactics in the marketing industry.Now let's talk about an institution with an important and relevant role, especially for Malaysian Muslims; Tabung Haji. Now at the age of over 50, TH remains an iconic Malaysian institution by achieving a number of successes and experiences in managing Hajj as well as superior Islamic funds which have become sources of inspirations and examples for many institutions overseas. On 23 April, my lecturer has given a task for us to choose how Tabung should market their iconic tower through guerilla marketing in Shah Alam, Selangor.

A roundabout is no doubt; famous in Shah Alam. Connecting major road arteries from Seksyen 1 to Seksyen 25; With the traffic light and jam during peak hour. My idea is to build a replica of the TH tower in the middle of the roundabout. There would be 18 replicas since there is about 18 roundabout in Shah Alam. In average 800,000 people using the roundabout every single day. It is quite a number of people that will be exposed to the iconic building of TH.