Wear out

Campaigns and campaign themes will not be effective forever. After a while, the target audience will grow tired of the ad, it will lose its freshness, its surprise. It will become predictable and boring. And it is time for a change. 

There is no scientific way to predict the wear out of a campaign. It depends a lot on the market, the target group, even the way the campaign was built. The best more, way to understand it is to keep track of the target group response to the campaign, using emotional attributes. Most of the consumers will try to rationalise and will speak loudly about a successful campaign that they really liked in the past - even if nowadays it is borgin to them. Thus, ask questions like "what does this campaign make you feel now", "what is the first reaction you have when you see this ad now",... So, keep close watch of your campaigns. Because one thing is for sure - however successful a campaign has been, if the target is perceiving it as old and boring, if it is not refreshing to watch it anymore, it is worn out. And it is urgent to have a new concept on top of your mind.

Note: A great campaign idea that is now completely worn out? Nespresso's with George Clooney. Simply predictable and tirable to watch nowadays. And it has been a classic.