Oh, crap. Billboards in Wisconsin were posted upside-down. Stupid outdoor companies. Actually, the campaign is the brainchild of Serve Marketing for Adoption Resources of Wisconsin with the distribution power of OAAW and their members. The upside-down images were flipped weeks later with the message “Turn a Life Around” and a website.
Teaser campaigns are tough. You need the perfect storm of idea, payoff and feasibility. This particular campaign makes the payoff worthwhile. The tease has purpose (to build curiosity). And the reveal links the original message with the payoff (turn a life around). If you ever develop a teaser campaign, make sure your payoff is worth it. If your idea is to simply not put the client’s logo on the board for a couple of weeks, it probably isn’t. If your ad is just as effective if you didn’t tease it, then don’t.