Why are you reading this post? Would it have something to do with the fact that, the heading tells you that it’s not about cats, and so you would like to know what it’s really about? That’s what we call a serving of curiosity. Curiosity is said to have killed the cat and if we are not careful, it will kill us all too! And yet, we shall forever remain curious. Curiosity is one of the first characteristics we display at a young age. One might even say that curiosity constitutes the livelihood of most toymakers, thanks to all the dismantled toys it leaves lying around. As we grow up, we are more restrained in showing it but it never really leaves us. Imagine a billboard with nothing but ‘Watch this space for more’ written on it. You will definitely look at it and probably ignore the billboard filled with content next to it. Flip through a magazine. Often you will find a print ad spread over a number of pages, often with one-liners, leading up to the page with the product content. You will pay more attention to this type of ad as it has the power to spike curiosity, it will literally make you flip pages. The pull of the unknown is irresistible. Movies that continue to make money off of theories about UFOs are testimony to this. If you are a start-up company, try advertising your logo at strategic locations. Give nothing away. When people start noticing, wondering and talking about it, reveal yourself. Visa’s #smallenfreuden campaign is a good example for curiosity. Nobody would have guessed that billboards with this small made up word (which is from the English word ‘small’ and German word ‘freude’ meaning joy) was Visa’s way of telling you to make small purchases through credit cards! In a study conducted by Marketing magazine from Canada, 51.3% of people agreed that the teaser was a good strategy and 26.9% said that it helped to build anticipation and made the brand reveal very noticeable. Curiosity is difficult to pull off but if you manage to, your ad will definitely engage an eager audience and yes, we really had no intent of talking about cats.
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