A recent spate of tease campaigns show there are some big clients with lots of money to waste. Key point in creating a tease campaign is to generate interest in the message before the reveal – I doubt any of these three did. This is a recent article in Adnews.
Fritz Bachen is a Consumer Psychologist and Founding Partner at Naked Communications. Fritz can be seen, read or heard at; The Gruen Transfer, ABC Radio (Sunday nights), Adnews columnist, as well as The Australian, Cleo, Mumbrella, Shop Till You Drop and so on. He speaks at numerous conferences on marketing, ideas, contemporary culture, and consumer behaviour. Fritz has degress in clinical psychology and commerce (marketing). A registered psychologist and has worked in private practice, forensic settings, advertising (Saatchi & Saatchi) and marketing consultancy (Added Value). He was also state under 12 chess champion on WA, and has a board game called The Analyst selling well in the Benelux countries.
Comments
Jeremy
Jun 10th, 2012Agreed Fritz. Impressive move by heritage bank though. Hijacking what ever curious publicity they did receive by making their own SEO campaign around the word “can’t”. I’m sure it was much cheaper than “the biggest media buy in the category” too. That’s the kind of creativity I appreciate.
C
Jun 10th, 2012Great article. Agree entirely. Can’t, Can…Couldn’t care
Nicky
Jun 20th, 2012Out of interest, are there any successful teaser campaigns that have worked as examples of what ‘to do’??
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