Intriguing design, branding, promotion. How does the teaser work? Digital Agency –Dubai, Singapore, Hong Kong, Qatar, Moscow, Russia Development Company: AI, Blockchain, IoT

Intriguing design, branding, promotion. How does the teaser work? FINE Agency –Dubai, Singapore, Hong Kong, Qatar, Moscow, Russia Development Company: AI, Blockchain, IoT


A way to grab the consumer's attention by creating an intriguing and thought-provoking message. It can act as a puzzle or mysterious element of an advertising campaign, the solution of which will reveal its true meaning.


How does the teaser work?


The teaser should surprise you, make you think. It works well when launching a new brand, product, or major change in a company's offering. This should give the recipient the tension and the desire to guess what may be hiding behind the cryptic message. Inspired and annoyed, the consumer wants to know more, wants to know the end of this tale, and therefore waits for its end.


Teaser: start


The first was France, and a billboard featured a beautiful, seductive woman in a swimsuit. Nearby was an inscription that she would take off the top of her swimsuit in a week. Indeed, a week later, the heroine was left without a bra, and next to her there was another hint that next week she would get rid of the underwear. People were looking forward to this even more impatiently. A week later, it happened, and the girl stood with her back. This was the advertisement for the new cream. A simple teaser made the campaign visible, and its controversial and even scandalous message caused a loud echo in the French media. The mechanism was at least 100% successful.


Teaser: Evolution


New media are increasingly used in today's teaser ads. The most interesting campaigns using a teaser mechanism are no longer outdoor. To prove this, I will present two interesting campaigns. They are united by multimedia and the use of a set of non-standard advertising tools.


The first is the campaign on the British market of the new office of rooms "Number 118 118". I would like to draw your attention to the teaser aspect. The absurdity underlying the entire action proved to be an excellent link to the whole and the element that made the teaser even more mysterious. The campaign began with the appearance of two strange runners with the numbers 118 on their jerseys. Heroes have appeared in many places, causing natural surprise. The image of the two cheerful guys was presented in different places and configurations: a stunning parody of a CogHonda ad, photos in the shop windows of hairdressers, images on ties with clothes drying, runners with numbers. All this attracted attention. As the brand memory study showed, hardly anyone was left indifferent by this type of message. The action was a great success.


The second example is a campaign, also based on an amazing, specific mood. The American social campaign "GotMilk" promoting milk consumption also started with a teaser. In this case, the focus was on the Internet. The agency that created the project organized the Kidnapping of Cows action. In the United States, there has been an increase in the number of missing cows. Nobody knew what was the reason for this phenomenon. Emerging abduction theories pointed to aliens who were supposed to take the cows to their planet. For the campaign, the advertising agency created a professional website where one could watch film footage containing reports of farmers on the abduction of cows, and see photo documentation showing unidentified objects flying next to grazing cattle. Everything was presented in a very serious manner. The teaser solution was another website that explained who was to blame for the kidnapping of cows. As a result, the aliens turned out to be guilty, who, having learned about the benefits of cow's milk, wanted to get it. Is it strange? Yes. Attracts attention? Definitely! Professionalism and attention to detail make it impossible not to believe in a fictional story of a cow kidnapping.


An example of a good teaser - Order branding, online advertising, website (Dubai, Singapore, Hong Kong, Qatar, Moscow, Russia, UAE, Tokyo) at FineAgency


I'll use the theme I created for the example. Imagine billboards in the capitals of developed countries, stylized as iPodPress advertising mock-ups, featuring a crying child and the slogan (task and slogan adapted for each country, in our case Switzerland): "Every second child in Switzerland does not have an iPod." A week later, we change the slogan to: "One in four children in Africa dies before the age of five" with a note: "We see your problems, look at ours too." This hypothetical action could be organized by UNICEF, and its goal would be to educate consumers about how trivial the problems of children in developed countries are compared to the problems of children from third world countries.