A teaser ad is an original advertising solution designed to grab people’s attention and get them talking about the advertised brand all the time. If you see an advertisement at the beginning of an advertising campaign in which it is impossible to determine what exactly is being advertised, then it is a teaser. The main function of a teaser is to attract attention, increase consumer curiosity and get the brand talked about even before the start of its open advertising campaign.
You can read about advertising storytelling here
The big plus of teasers is their characteristic influence on human perception. People are always interested in something new and mysterious, and the teaser fills this interest very well. To intrigue, in order to discuss and wonder how the advertisement will end – this is the essence of the teaser. This is a kind of “viral” effect, when more and more consumers are drawn into your advertising campaign. The main thing in teaser advertising is the design, which must be a powerful tool that affects perception, not just a pretty picture. Teaser design is able to reduce the cost of the advertising campaign, due to the fact that the information can be transmitted independently “by word of mouth”.
Teaser advertising needs to be very well thought out. Because besides curiosity, it can turn into a certain risk, in case you choose the wrong strategy. For example, a competitor can react very quickly to your teaser campaign and make an unforeseen move. Throughout the campaign, people may have a variety of different and sometimes unexpected associations, including your competitors. An ill-conceived design of the campaign idea will derail interest in the teaser campaign and result in you wasting your money promoting your competitors.
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The main function of the teaser is to keep the intrigue around the brand until the end. On this basis, in the design of outdoor advertising should make a series of works, the last of which will reveal the clue. This applies to TV, print, and online advertising.
Ways to achieve teaser advertising success
Highlight the brand
The design of the teaser should reflect the brand’s corporate identity. It may be the brand’s corporate colors, a certain shape – anything that is and will be associated specifically with the brand and that cannot be applied to competitors. This is to ensure that competitors cannot apply your teaser to the success of their campaign. The elements that are involved in a teaser ad can slowly reveal the brand itself towards the end of the series.
Term of teaser campaign
To keep consumers interested, a teaser campaign should not be very long, but too short can spoil the intrigue and will not capture maximum attention. In addition, an overly long teaser campaign gives your competitors a chance to overtake you. It is difficult to determine the length of a campaign: it all depends on the nature of the brand and the target audience.
About ways to achieve success in our material
It’s all about creativity
The success of teaser ads depends on creativity. The more intriguing the design idea, the more productive the result will be. The main thing – you need an idea that will be the highlight of the whole campaign – for this it is important to study and understand the buyer. Teaser ads should understand the lifestyle of consumers.
Utilizing a large number of media channels
You need to use as many media channels as possible for a teaser campaign to be successful. The Internet and mobile communication are nowadays quite inexpensive channels for transmitting your messages.
Follow-up advertising
You can only see success from a teaser campaign if you launch a well-considered brand campaign after the “unboxing” that can show that the brand is really worth talking about.
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Examples
Teaser advertising of MTS companies:
TezTour teaser advertisement:
A teaser ad for an automobile dealership:
Teaser ads for St. Luke’s Health System’s clinic turned uncomplicated billboards into hope for patients:
Promo-campaign, brandbook, corporate identity, corporate style you can order in branding agency KOLORO.
