Advertisement before advertisement, or teasers

[mostakimvip06]

Does a teaser have to be annoying?
It doesn't have to, but it can. Let's start with a short insert, a la an English lesson. The word tease means to irritate, to annoy. Some of you will probably notice that this applies to most advertisements - we receive several thousand advertising messages every day, which can unsettle even the most stoic. Following this line of thought, a teaser is what annoys us before the actual advertisement does.

Okay, this isn't the clearest definition of the term. Let's start from the beginning. Teaser advertising is there to intrigue the recipient , make them ask questions, and take root in their consciousness. And I'm not talking about single individuals, because the best scenario for a campaign is when people start talking to each other in a wider group about a given creation. Imagination gets going, and with it an avalanche of posts and stories with questions, a stir on forums and groups. Voilà, it worked! You can prepare the proper campaign.

Users - teasers
Any examples?
Time for examples that visualize what it's all about. Teasers are usually very sparse in their form - the creation is not overflowing with messages or images. It is often even devoid of a logo. All this is to make the recipient think as much as possible . They have to think and ponder so that the message stays in their head for as long as possible. It would be best if it stayed that way until the premiere of the main campaign, which usually reveals the cards and shows what it was all about. The creation must be coherent, so that it is clear that the teaser was about this campaign. It would be a terrible shame if the recipients confused the creations and identified them with another brand. That's not the point, you admit.

Is a trailer a teaser? It is generally accepted that a trailer applies only to cinema. And rightly so, but who will forbid a marketer from using a trailer as part of a teaser campaign? Well, nobody, I guess. Unless it's the Client.

Heyah and the hacked ad
When it comes to this year's teasers, I immediately associate the one from Heyah and their hack-style performance. Their TV ads interrupted the series of standardly directed spots, when jumping images, codes and everything that we associate with a software failure appeared on the screen. The creative only featured the logo, the name was censored. At the end, the colombia telemarketing data campaign slogan appeared, i.e. "you know what to do". I still remember messages from friends like "Hey, do you know what just happened?" or "Damn, did it happen to you too?". However, the campaign was met with a rather cold reception in marketing circles - it was called incoherent, unclear, and worthless. You can judge for yourself.

Heyah - teaser
A slightly older example is an outdoor campaign that used the slogan "I am not just anyone. I don't eat just anything" or the shortened form "I am not just anyone". The words were usually accompanied by black-and-white photos of people whose facial expressions were really serious, although somewhat anonymous - people you would meet in a greengrocer's or during a tram ride. I watched billboards and posters at bus stops for several months and I admit that I followed the further developments. The campaign also took place on social media, although I did not come across it. I raised my eyebrows when it turned out that it was about... buttermilk. Or more precisely, Mrągowska Buttermilk. The final campaign used an extended slogan from the teasers, e.g. "I don't eat just anything for dinner", and the photos were changed to color and the logo and presentation of the product were added. I am touched by this pomposity and seriousness in the teasers for such an everyday product as buttermilk. A little funny, a little exaggerated.

I'm not just anyone - teaser
A teaser can be… anything.
A teaser can even be posting photos on your stories that reveal that you are currently working on something. Not too many details, actually none at all, just teasers from the office, workshop, production or wherever your products or services are made. Informing about the premiere without presenting a broader specification or teasers is also a kind of teaser advertisement. A recent example? Cyberpunk 2077. For a very long time, the CD Projekt Red studio did not release an official trailer, the release date (or rather its postponement) also fueled tension, curiosity and impatience. Were these actions intentional and implemented in accordance with the teaser campaign? I don't know. But if even I (the only game I like to play is Snake) am already following the path of Cyberpunk, then there must be something to it. By the way, on the day of writing this entry, "cyberpunk 2077" had 110 thousand searches on Google.

Cyberpunk 2077 - teaser
Teasers on an important matter
Teasers are also used in social campaigns. A lot of time has passed since the premiere of one of them, which still sticks in my mind. It's about "All Women Are Weak" with Jacek Braciak. The campaign involved publishing 10 pieces of evidence of psychological violence against women. It's a very strong and necessary campaign, which is over two years old now, but its relevance is still striking. I'm not here to write moral elaborations, so I'll focus on the creation itself, and I encourage you to familiarize yourself with the campaign after reading this entry. The campaign's finale is scheduled for August 21, and until then the spots appeared on posters and online in the form of clips and graphics. Jacek Braciak looked at the recipient with a piercing gaze from them, and next to them were the slogans: "I'm more important than your children", "You're just a weak woman", "Why do you need this make-up? You look hopeless anyway". Anna Dereszowska was also involved in the campaign, and she could be seen in the advert "Alcohol is a sexist pig". On the website of the 10 Reasons campaign, educational materials were made available on the subject of psychological violence and the effects of alcohol consumption by women. On the last day of the campaign, this sexist pig was exposed and it turned out to be the aforementioned alcohol. Finally, I will only add that this campaign is very strong . And very relevant.