Yaesu UK Ltd

The Client:
Yaesu UK Ltd

The Project:
Teaser advertising campaign followed by product launch

The Brief:

Blank canvass to create a campaign about the imminent arrival of a new radio range followed by the product launch ads.

The Solution:

Yaesu's market leading radios evolved from an already tried and trusted range so the teaser theme was to focus on evolution and stimulation based around DNA. Each ad consisted of a teaser strapline "Good things come to those that wait" with a sign-off "The Radio..." Vibrant colours helped to create visual interest. These ads worked well, not just because of their composition, but because they were so far removed from Yaesu’s traditional Japanese led advertising and no actual picture of a radio was present in the ad. This successful teaser campaign ran for 6 months until the range of radios was launched. The product ads then kicked in utilising the DNA background image and vibrant colours so tie into the teaser ads.