Can this kind of teaser campaign still be effective? #smallenfreuden

It's like a combination of the fictional Gabbo! campaign from The Simpsons and early meme site Zombo.com.

As Marketing reports:

Several ominous orange billboards appeared in Toronto last week, posing a strange question: “Do you #smallenfreuden?” 

They feature no tagline, no brand logo and no call to action. Just a question with the term smallenfreuden (an English/German portmanteau meaning “the joy of small”) styled as a hashtag.

Doing some research, the Canadian ad blog found an obscure Twitter account and this video:



So what is it for? I'm not that curious, really. I'm more interested in seeing if such an old-school teaser campaign can still work, without either being prematurely outed or simply forgotten about before it reaches critical mass.

What do you think? Is this approach stuck in the 20th century, or will people pay attention long enough to be a captive audience?

UPDATE: It's Visa

Björn Borg's underwear tease

For the past couple of days, Björn Borg Underwear has been hinting at a new campaign on its Facebook page. This is the same brand that got in trouble with Facebook a while back for running a user-generated contest showing fans in (and out of) their underwear. Now, apparently, they're encouraging them to go commando:

Not really sure where they're going with this, but I'm sure it will get somebody's knickers in a twist.

Click to view animation (new window)

Not hers, though, apparently.