Teaser campaign asks Do You #Smallenfreuden?

Several ominous orange billboards appeared in Toronto last week, posing a strange question: “Do you #smallenfreuden?” They feature no tagline, no brand logo and no call to action. Just a question with the term smallenfreuden (an English/German portmanteau meaning “the joy of small”) styled as a hashtag. Figuring the teaser billboards are part of a […]

Several ominous orange billboards appeared in Toronto last week, posing a strange question: “Do you #smallenfreuden?

They feature no tagline, no brand logo and no call to action. Just a question with the term smallenfreuden (an English/German portmanteau meaning “the joy of small”) styled as a hashtag.

Figuring the teaser billboards are part of a viral stunt campaign, Marketing searched for the hashtag and discovered a Smallenfreuden Twitter account and an equally ominous video explaining what smallenfreuden means (well, sort of), but that does not reveal the brand behind the campaign.

A new Wikipedia page further pointed us to a few similarly styled websites, including The Global Smallenfreuden‹ Summit 2013, The Smallenfreuden 10K Run and The Smallenfreuden Swag Shop. Just hours after it was updated with the list of smallenfreuden-themed websites (the domain names for all three were purchased last month) the smallenfreuden Wikipedia page was then deleted by its creator.

One YouTube commenter suggested the campaign might be a test to see how effective billboards are in Toronto. Another commenter on Twitter guessed that they’re the start of a new IKEA campaign. We have our own theories at Marketing. Leave yours in the comments section.

UPDATE: THE BIG REVEAL!

Advertising Articles

Simons selects Cossette as agency partner for expansion

Agency to help Quebec retailer build brand awareness outside its home province

Airbnb signs deal to sponsor 2016 Rio Olympic Games

Online community is the Games' first alternative accommodations sponsor

Ontario Tourism invades Instagram

15-second videos on social site support upcoming Pan Am/Parapan Am Games

Grey Canada gets a shot at Tequila Herradura

Brown-Forman brand awards digital CRM and below-the-line duties to WPP shop

Big changes bring Juniper Park into TBWA Worldwide

Network shifts global executive structure, Jay Bertram re-focuses on Canada

Activia kicks off campaign with world record attempt

Yogurt brand positions itself as a "lifestyle partner" through Rogers Media partnership

HBO Canada gives fans a chance to sit on the Iron Throne

Selection of Game of Thrones products available at Toronto pop-up shop

How to create an engaging flyer

Expert Patrick Rodmell shares five best practices that apply to all retail sectors