MOD. UNISA: This Is MOD

This complete suite of ads will work to create a sense of intrigue and start our listeners
on the path to discovery.
As they are confronted with a sensory overload and questions without immediate
answers, we are hoping to embody the actual MOD. experience.
The variety of ads (nine in total) ensures that the pattern and placement is not
predictable – we want to keep the audience guessing and break them away from what
they think they know.
The key thing to remember about this campaign is the element of surprise. Played
individually, the “This is not MOD.” messages may appear scarce. But as a
combination, it serves the greater sense of discovery and intrigue we are aiming to
create across the two weeks.
In other words, unlike a traditional campaign that relies on high reach and frequency
to build brand awareness, we only need a listener to hear the phrase “This is not
MOD.” once – in a high impact way – to trigger a response. Hearing it multiple times,
in different ways, only consolidates this reaction.