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You give your audience and customers CTAs all day long. But what happens when you tell them what NOT to do?

Due to FOMO, curiosity, playfulness, and disruption, people are likely to exert their agency by doing just that.

Here’s how to play chicken with your audience:

• “Don’t Click” Ads: Simply tell your audience not to do something, without giving a reason. It works best when the instruction is straightforward and easy to follow. For example, “Don’t click” is effective, but something like “Don’t integrate your 3rd party data sources with our API” is too complex and won’t work.
• Dissonance Games (only use if it suits your brand’s voice and tone):
  • “This free download is definitely NOT worth your time.”
  • “If you’re happy with boring marketing, look away.”
  • “Warning: This blog post might actually make you smarter. Proceed with caution.”
  • “The ultimate guide to… nah, just kidding. It’s pretty basic. But helpful.”
  • “Thinking of skipping this post? We wouldn’t blame you. But you might miss a hilarious typo.”
• Challenge Marketing: Encourage your audience to prove you wrong, leading to positive outcomes. For instance, if you’re in the fitness industry, challenge them NOT to get in shape using your program.
• Exclusive Clubs / Memberships: By creating a sense of exclusivity and telling people they can’t join, you increase their desire to be part of it. Make your events invite-only, and people will go to great lengths to gain access.

You know what? Forget it. This probably won’t work anyway.

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Let’s get it on the calendar.

Why did Stellantis, the Franco-Italian designer and manufacturer of Fiat, strip the 500e of all logos? To clap back at the Italian government.

Earlier this year, Stellantis got dinged for trying to name an Alfa Romeo model “Milano,” which is prohibited by law for products made outside of Italy. Then, customs authorities seized a shipment of 134 Fiat Tolopinos because they were branded with Italian flag stickers, among other technicalities.

In this bold campaign, the Fiat 500e is showcased without any branding to highlight the brand’s impervious brand identity and singularity. You know it when you see it.