Saturday, June 1, 2013

Did Visa Miss the Mark with #Smallenfreuden?

Has Visa missed the mark with their 'Smallenfreuden' campaign? While it certainly created buzz, the brand may not have gotten the response they had hoped for - at least within the marketing world.

The 'Smallenfreuden' (the joy of small) campaign started with a teaser strategy, displaying several orange billboards with the question: “Do you #smallenfreuden?” The lack of logo, tagline or call to action is a viral stunt - aimed to attract viewers to search the hashtag and find out more through online conversations. However, those who saw the billboard were confused upon searching the hashtag - there were zero hints to who was behind the campaign. A week later, it was revealed the brand was Visa. The campaign was created to promote the small purchases consumers can make with Visa cards.

The Visa campaign can be seen as brilliant marketing - it was unique and made people curious to track down a definition of #smallenfreuden. However, the campaign also sparked confusion as the connection between the hashtag and Visa was lost. 

The reaction to Visa's campaign and reveal is certainly interesting.
According to

• 51.3% of viewers believed the teasers were a good strategy, but Visa’s execution was lacking.
• 26.9% of viewers believed the campaign built anticipation and the brand reveal was very noticeable.
• 21.8% of viewers believed that teaser campaigns do not work, and are considered to be a waste of time and money.

Although the teaser's concept had a good strategy, it left many questioning "what does the hashtag mean?" and "what are they selling/promoting." In a weird way, the hashtag name seems to work better for a brand like Ikea, as the campaign itself leaves me craving hotdogs.

What do you think of #smallenfreuden? As always, please do leave your comment below.

1 comment:

  1. There may have been some lack in the execution, but also the entire concept is not good for businesses as they pay an extra fee every time a customer purchases with a credit card. This can significantly cut into the bottom line of a small business. Also, it's irresponsible to encourage someone to buy something small like milk on credit and possibly end up paying interest if the card isn't paid off each month.