Hillier Consulting has created a high-profile, full-page, print media teaser ad campaign heralding the launch of a major new brand later in the year. The media schedule and supporting communications strategy is shrouded in secrecy to ensure the new brand’s anonymity prior to launch.
High profile, dramatic teaser campaign
In devising the campaign, Hillier Consulting has ensured the anonymity of the client whilst simultaneously creating a buzz in the sector’s must-read print titles and social media. The minimalist campaign features a key element of the new brand prior to the company’s launch, thereby promoting recognition and raising awareness of the brand.
Building suspense prior to the brand launch
Commenting on the campaign, Andrew Hillier said today:
In this particular case client confidentiality and anonymity is paramount. There are no hints or clues given whatsoever. The aim is to create a talking point amongst a knowledgeable and highly communicative audience. We want the brand to be subject to speculation in the coming weeks and immediately recognisable on launch day, preparing the new company’s target market for a premium brand offering.
Andrew added:
Sleuths may infer the new company’s launch date from the ad, but not the identity of the brand nor the names of the key players involved.