Once it was revealed that Visa was the brand behind the “Smallenfreuden” teaser campaign, opinions started to fly in Marketing‘s comment section. Looking to put some numbers behind the debate, we polled readers for their thoughts on the teaser strategy and subsequent brand campaign. More than 400 people voted. Here’s what they told us.
Was Visa’s “smallenfreuden” teaser campaign a smart move?
• Teasers are a good strategy, but Visa’s execution was lacking – 51.3%
• It built anticipation and made the brand reveal very noticeable – 26.9%
• Teaser campaign’s don’t work. A waste of time and money – 21.8%
Reader comments
“I believe teasers can work. The media buy helped this particular teaser, as did the creative to some respect. However, I thought the follow-up/reveal creative was lacking – didn’t really feel like part of the same family as the teaser, and so I felt let down, disappointed, and almost annoyed or underwhelmed that it was only to make small payments with a credit card. Change the product first to actually improve speed of payment (like tap to pay tech), then try to change consumer behavior.” – John
“When I first saw the reveal I thought “Really Visa? Really?” So my first reaction to this poll was to pick the second option. But then I thought about it; I don’t ever remember the brand. I can’t tell you how often I say, “did you see that commercial that goes like this…?” rather than “Did you see that commercial for _____?”. I remembered that this teaser was for Visa and what the message was. So stupid or not, the ad did exactly what it was supposed to.” – Jessica
“Regardless of whether or not you like the campaign, three of Marketing magazine’s most read stories are about Smallenfreuden. It worked. People who dislike Visa are those who can’t manage their money. Use your credit card wisely people and don’t blame Visa if you can’t! For those that can pay off their balance every month, why not earn some rewards for purchases you’re already making?” – Ella
“Everybody on Marketing is talking about how shitty it is so clearly it’s a huge success for both Visa and the agency. Roll the effectiveness case study…” – Huh
“The only folks talking about this campaign is people in advertising. The public has now idea what Visa is trying to say here.” – Mark
“Wow….. certainly doesn’t seem like their best work. I wonder how Visa is feeling about the launch. As a Visa cardholder, it doesn’t tell me a thing.” – Eric
To read more reader comments, or leave one of your own, check out our coverage of Visa’s “Smallenfreuden” campaign.
