"The recent emergence of signs, billboards and online ads outlining the fictional decrees of the futuristic Australian Interior Authority have internet forums abuzz with speculation over what it's all about.It's a classic case of “discovery marketing”, according to Simon Dell of Brisbane marketing company TwoCents, where online communities try to home in on just what the campaign is selling. And once they figure it out, they'll be more likely to buy it.
“When you discover those things it's like being part of a secret club,” he said.
“Nobody else is part of the secret club because you've taken the steps to get in. It's that exclusivity. The irony is they are doing it in a massive way on billboards and things.
“Apple use it quite a lot. They want people to feel like they are part of an exclusive club, even though everyone has an iPhone.”"
Follow up story:Dark reminder for Brisbane residents to treasure freedom
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