Surprises may be a good way to gain Desire in the AIDA process, but not if they’re as boring as this example. According to my slogan checklist, a good slogan should never make you say “so what?” or “huh?”. Which this did.

Oh, what a tease you are

This bright and cheerful face caught my eye for a number of days in a row. I could tell it was a teaser campaign. The words “Ich mag es wenn” - “I like it when….”

But when the solution came along, I’m afraid my reaction was “yawn”.

Oh, what a total let-down

The solution to the teaser campaign: “I like it when my account does more with my money, for no fee.”

Hmm. Really?

A colleague once told me the three most boring sectors of industry to work in marketing are 1) yellow fats (margarine), 2) banking and 3) washing powders. Is that why I found the solution to this teaser campaign about as interesting as watching a board warp? We’re simply not interested in banking?

Or is it because her flirtatious look and the twinkly-eyed wink led me to expect some snazzy new digital camera, a new holiday destination, some exotic lingerie, ie something interesting?

If you want to see a surprise campaign that does work, click here: adidas.