This "10 Year" Campaign from renowned distance learning school, LaSalle Extension University, ran for about 2 decades. The effectiveness of the campaign is driven...View More
by the fear of not receiving any time of promotion or feelings of advancement for a substantial amount of time. In this case, that time frame is 10 years, which is definitely perceived as a long amount of time to not make any progress. The stuck feeling they harp is one we all wish to greatly avoid. In both ads below, LaSalle starts by tapping into those fears & presenting the idea that such a situation is actually more likely to happen than you think. This instantly grabs attention. Then the idea that there is a way to avoid this is mentioned followed success stories to back up the university's claims. The ads end by reinforcing the idea of not progressing, tying the probability of success to whether they take action on their offer NOW. Otherwise, every moment they wait will decrease their probability of success (this creates urgency).
