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Why Switzerland Has 374,142 Bunkers (and likely more) thumbnail29:23

Why Switzerland Has 374,142 Bunkers (and likely more)

What to study

Scale & Specificity

  • 374,142 is so exact it has to be real, and that precision is what makes the claim land.
  • A number that odd demands an explanation.
  • The image answers with a secret, a door hidden in a mountainside, proof the bunkers are tucked into the scenery.
How the packaging works
Title

The title asks why and carries the impossibly precise count.

Thumbnail

The thumbnail shows a bunker door hidden in a mountainside, the secret made visible.

Remix this

Use an oddly exact number when the truth is bigger than people assume. Precision makes a wild claim believable where a rounded figure would read as hype. Keep the reason for the number back.

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The transferable lesson

Oddly exact numbers make huge claims believable.

NicheTravel
Video formatCase StudyExplainer
Click driverScale & SpecificityCuriosity Gap
Visual signalArrowSupporting Text

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  2. 2 Define your title, promise and thumbnail
  3. 3 Share your finished brief with your designer
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