Teasers are a funny thing. A few years ago, GTBank decided to place orange boxes across Lagos state causing a buzz and excitement. Good. But half of everyone thought Orange Communications was coming to Nigeria so when it was finally unveiled as GTB, an already existing bank, well….less excitement. And did you know La Casera did a teaser campaign to launch their new bottle? How about the Wedding show reality tv teaser?
No? You know why? Cause you didn’t care, that’s why!
Sometimes they do work though, so it’s no surprise brand owners keep chasing the rainbow. This week, Etisalat launched a teaser billboard campaign asking smartphone users to scan a QR Code for a “new attitude”. Once scanned, you are then asked to wait for an unveiling of some sort. The use of the QR Code is an innovation in outdoor advertising in Nigeria, quite exciting that a brand like Etisalat was brave enough to step up to the plate. Thankfully the code is clear and easily scan-able, and is different enough to catch eyeballs of those who walk past it.
The question here then is whether the customer will “care” to follow up and/or will “care” what service is being unveiled. Hopefully at the end of this is a promotion that is worthy of such an innovative campaign. If it’s more of the same, “free night calls, fast internet” you know, the usual offers, they might as well have saved it for
Naija Sings Nigerian Idol Peak Talent Show (insert appropriate Etisalat music competition here).