A teaser campaign is an advertising campaign which typically consists of a series of small, cryptic advertisements that foresee a larger, well-developed campaign for a product launch or otherwise important event. These advertisements are called "teasers" or "teaser ads". A teaser campaign may be a short trailer or print ad that is used to advertise an upcoming product, and is usually launched long in advance of the product, so as to "tease" the audience.
The advertisement above was a print ad from Petax. We can clearly see that in the middle of the picture is a shadow of a camera, but we can’t see its actual appearance. Pentax has launched this teaser campaign in order to draw attention to its upcoming medium format digital camera. At that moment, little is known about the body, except that it will be officially unveiled at the CP+ trade show that takes place from 11-14 March 2010.
On its official website, consumers can see the countdown car at the left, as well as the date that it would be showed to the public, and this campaign had increasing the expectation for the new camera.
An effective teaser campaign uses separate clues and hints to demand the attention of their audience. The main advantage of teaser ad is that it creates excitement and a sense of intrigue in the audience which may result in better engagement. Marketers use teaser ads to break the clutter and build excitement.
Although teaser ads provoke...