Term Project as part of the Marketing Communication course at IIM Bangalore.

1. Before we begin…

2. Group No. 4 (PGP 2012-14)
Abhinaya S (1211217)
Abhisek Jain (1211082)
Prachi Patil (1211203)
Subbalakshmi K (1211027)
Vishrut Shukla (1211314)

3. Let’s start with the consumer…
Hard Reality
Media cluttered with ‘me too’ brands and ads
What if your ad fails at the ‘Attention’ stage itself?

4. What is a TEASER ad?
•
A way to break clutter… get noticed and occupy
share of customer’s memory
•
Complete identity of the product / brand / idea is
not revealed in the ad  Basically, an unfinished
story or a partial view of the advertised product
•
Effectiveness depends on ability of:




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Attention-Seeking: Draw attention by breaking clutter
Transformation: Forces to see reality in a new way
Reformulation: Modifies attitude towards the brand
Impact: Enhances customer engagement, involvement
Productive: Redeem the value of the brand

5. Do teaser campaigns deliver?
VIEW
•
•
•
•
•
•
“Teasers are very effective especially for low-association brands…”
“Teasers fittingly act as an intriguing preface initiating pull effect...”
“With proper frequency planning, teasers can be effective...”
“Teasers work for new products/services, a clever message…”
“Teasers work if the product or service is worth the hype…”
“…With coherence to central theme, teasers can work wonders…”
COUNTERVIEW
•
•
•
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“Growing media fragmentation hampering effectiveness of teasers.
Brands should rather spend more on core product launch...”
“Hardly any ragingly successful teaser case studies in India…”
“Teasers will lose value if done often...”
“Very often the teaser or build up is more interesting than final
ad. We believe it’s more important to brand at a deeper level…”

6. A layman’s view of teasers…
Examples
• Tata Tashi shoes (Bus shelter ad)
• Lollipop (daily countdown)
Examples
• Hero’s logo change campaign
• Bank of Baroda
Building
brand
presence or
awareness
Changing
brand image
perception
Purpose
of Teaser
Campaign
Spreading
general
category
awareness
Brand
needs to be
repositioned
Examples
• Planet M’s YOMO ads
• Frooti’s Digen Verma
Developing
interest
towards the
brand
Example
• Balbir
Pasha’s
AIDS ad
Example
• Tata Aria “Build a Dream Car”

7. A layman’s view of teasers… (contd.)
Examples
• Vodafone Zoozoo, Lifebuoy
‘Hulk’, Good Knight Teaser
Example:
XUV 500
Television
and Radio
Medium
for Teaser
Campaign
Outdoor
Billboards
Print
Media
Digital
Media
Example:
SABMiller
Multiple mediums: How?
Call to Action used in one
medium to direct to
another (eg: Cadbury Silk)
Examples: Frooti’s
Digen Verma,Zee TV
Divulge no info
about the brand
or product
Teaser only for
the storyline
Example: Tanishq
Disclose brand
or product w/o
characteristics
Teaser
Execution
Style
Example: Nescafe
Shake It, Cadbury Silk

8. Theoretical Framework
•
Divergence: creativity, unusualness
Impacts persuasiveness and recall
(eg: Nescafe, AIDS, Etios, Good Knight)
•
Relevance: ad-consumer, brand-C
•
Novelty: eg: Lifebuoy Hulk
•
Knowledge Gap: reveal bits & pieces of
product info (Eg: Aegon Religare)
•
Complexity: induce cognition leading to
sense of achievement, avoid teasers for
simple, obvious USPs (eg: Nissan Leaf)
•
Coherence: eg: BMW, Videocon
•
Brand Linkage: DNA (Jaipur) success,
Frooti’s Digen Verma (failure)
•
Customer Interactions: Engage for high
cognition, involvement (Tata Aria, BoB)
•
Channel Factors: Radio vs TV, across
channels (call to action: HCL, Silk), online
•
Executional Elements: music, humour
(eg: Idea’s Hunny Bunny teaser jingle)

9. Practical Exercise
Gauging Effectiveness of Teaser Campaign
•
Why do a live campaign?
– Put concepts into practice, gain exposure
– Go beyond products  teasers for event
•
What was the campaign about?
– Create a buzz around Unmaad 2014
– Communicate the theme ‘Dil Se Desi’
•
How was the campaign executed?
–
–
–
–
–
•
Series of inter-connected teasers
Theme revealed via text (limitations)
Designed 3 static teasers
Circulated among IIMB students
Media: Email, Facebook, Print
How was effectiveness measured?
– Responses via online questionnaire
– Rate campaign on multiple parameters
– Seek overall effectiveness (5-point Likert)

10. Practical Exercise (contd.)
Gauging Effectiveness of Teaser Campaign
Results?

11. Practical Exercise (contd.)
Gauging Effectiveness of Teaser Campaign

12. Practical Exercise (contd.)
Gauging Effectiveness of Teaser Campaign
83%
respondents
rated campaign
as effective

13. Teaser Campaigns: The Final Words
• Role of teaser campaigns has extended beyond just creating a hype before
a new product/service launch
• Now includes tasks of a mediator, multiplier, engager and messenger in the
integrated-marketing
• Useful and applicable in both high involvement and cognitive categories 
drives information search and exposes to product attributes
• Cross-media teasers and possibility of co-creation using teasers
• Requires caution
• Threat of piggybacking (eg: Airtel DTH piggybacked by Reliance Big TV)
• Revealer must live up to the expectation and not fizzle out
• May not be perceived as effective by the audience

14. Thank You! Questions?