In order to emphasise a no compromises philosophy in the teaser phase, we decided to turn public attention to the opposite idea – settling for less.To deliver the message and point towards the new sheep character, messages were using different animals with double meanings (e.g. donkey = stupid man, goat = silly woman), referring to idea of settling for less, being ready to compromise on everything.Alongside with classic press and OOH media usage, ambient advertising played a significant role in this communication phase, placing messages in relation to the “outer” world, from city sites to other campaigns.H&M campaign that was running at the same time created a perfect target to fool around with. Tele2 billboard with a copy “Goats would go for anything” was positioned by the H&M billboard with a model in the exact pose as Tele2 sheep.

Outdoor advertising turned as the most visible and most effective channel in the teaser phase of the campaign.

Information provided by Hendal (public research):40% noticed the black sheep characterout of those75% stated they saw it on the billboards60% stated they saw it on the TV*20% stated they noticed it on the internet*there was no TV advertising during the first phase; TV is still a media with the highest impact in Croatia, when exposed to high impact campaign, people often presume they saw it on TV, even when that is not the case.