Have any of you been watching this campaign unfold? It’s a series of billboards across the city, prompting the audience to text the number 8398 for more information about what to get the men in their lives.
With no visible brand name, product or agency, this is the definition of a teaser campaign.
The monochrome hoardings feature a minimalist aesthetic that focuses entirely on the text. The standard format of the copy goes something like this: ‘For the [male figure] on his [cause for celebration]. Text [male figure] to 8398′
Here are the two that I managed to photograph, with apologies for the poor quality:
For the father teaser ad
For the husband teaser billboard
So of course I followed the instructions on the above billboard:
Husband teaser campaign 8398
And this is what ensued:
Platinvm teaser text message
It’s not a ‘tease’ if you don’t care what it’s about.
Sure, the mysterious billboards piqued my curiosity but, in my opinion, the text message follow up was a huge fail. Other than telling me that this is all about something called ‘PLATINVM’, I got nothing.
After sending in two text messages and being told that this was about men’s gifts (something I already knew from the billboards), I lost interest. Also, I am most certainly not interested in sharing if I’ve ever done something special on my husband’s win in exchange for “a gift idea”. They’re asking for too much effort on my part!
I was expecting more from this campaign, but to be fair, it’s not over yet. Let’s see how this one unravels…
Update: Turns out it was a campaign for Gul Ahmed’s premium range of men’s fabrics. Read more here.