Commonwealth Bank's 'What is Can't' teaser campaign has been the talk of the industry this week, and is reminiscent of the lead up to NAB's break-up campaign. Do you think the strategy is effective?
It seems teaser campaigns are en-vogue at the moment. The NAB 'Break Up' campaign, which has been widely praised within the industry, involved a significant teaser aspect.
Then, not too long ago, Blackberry followed suit with its 'Wake Up' campaign, which was not received as kindly within the industry.
Now, Commonwealth Bank has rolled out a teaser campaign called 'What is Can't', in the lead up to its new 'Can' positioning, created by M&C Saatchi.
It seems like the teaser campaign is the new benchmark for the launch of a large scale marketing assault for banks and beyond. But does this strategy work?
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