Teaser campaigns don’t always work. When they fail it’s often because a) the client and agency failed to take into consideration that nobody gives a damn that their packaging has changed or whatever they considered newsworthy enough to tease about, and b) the wrong media is used.
The watch-this-space-change approach, such as we recently used for BC Ferries launch of their new Vacations Centre, only works when the same people regularly view the media. Newspapers readership can be random. But we know that people walking to work will pass the same hoardings and lamp posts everyday, creatures of routine that we are.
First, all the vacation packages are on routes served by BC Ferries (there are more than 20 packages in total, combining ferry travel, hotel and local attractions). Second, the Centre has a humungous media wall, sort of a giant iPhone, that you touch and interact with to create your unique package.
Back to the tease campaign. For a month, hundreds of wild postings went up throughout downtown Vancouver, where the Vacations Centre is located. Every week, a new stage went up. Here’s the entire campaign. Brad Felt is the man behind the art director’s mask.