BC Ferries and the big tease

26 May

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 a word about the Vacations Centre: impressive. Like a travel agency, with a couple of major differences.

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.


7 Responses to “BC Ferries and the big tease”

  1. amy joseph May 26, 2010 at 9:00 am #

    Love it! Great work.

  2. Deb Pound May 26, 2010 at 9:29 am #

    Fantastic work Mr Brown – your team is brilliant, of course.
    I imagine BC Ferries is pretty chuffed with this one.


  3. dougbrowncreative May 26, 2010 at 10:32 am #

    Thank you both very much. Have you been down to the Centre yet? You have to check that media wall out…it is really something. It’s just across from the Tourism office on Burrard.

  4. Jim Letwin, JAN Kelley May 26, 2010 at 12:56 pm #

    Congrats to Brad Felt and to you too Doug as I’m sure you had a hand in the work (pun intended). Truly fabulous stuff!


  5. dougbrowncreative May 26, 2010 at 3:56 pm #

    Hey thank you so much Jim. I may have touched the work…but Brad made it memorable. As he always does.

  6. rgonterman May 27, 2010 at 11:54 am #

    Sweet! Just saw the work in person and it looks even better. Awesome job Copeland team!

  7. dougbrowncreative May 27, 2010 at 12:35 pm #

    Robin, thanks for letting us know! Did you happen to see any of the hand print decals that were posted all over downtown? Not the posters you see here in the blog, but just the decals? Some of the placements of them must have been pretty amusing…great to hear from you.

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