AIDA Model
In 2014, Vodafone UK introduced its Christmas campaign where all participants sang the same song from a famous animated fantasy film Frozen. According to the AIDA model, there are four major elements in the ad: attention, interest, desire, and action. The chosen ad attracts attention from different people from various parts of the world and with various occupations being united by the song. The element of an unexpected location and a situation is perfectly used in this ad, showing a farmer, a nurse, or a policeman signing “Let It Go”. The interest of a consumer is kept by the chosen music, emotions, and outcomes that may be achieved. The desire to turn on the phone, listen to the same song, and dance on Christmas holidays appears quickly. Finally, a new step is taken – to search for new ads from the same company, watch the film, and listen to all the songs about Christmas. In addition, storytelling and romance are present in the ad.
DRIP Model
In 2017, JD Sports offered a captivating campaign about a variety of sports goods, clothes, and activities for people of both genders and different ages. The DRIP model proves the strengths of the chosen ad from all its four perspectives. It was differentiated from other companies with the presence of the best sportswear companies and the choice of activities with a number of acrobatic tricks and effective moves. It was reinforced by the presence of several options for consumers and their perfect congruence with snow and Christmas weather. Several decisions were made to inform the customer about the brand with the letters JD appearing at different places. Finally, the power of persuasion was evident in the ad. People moved in a captivating way, and they were proud of wearing that clothes and being able to complete different moves. They were perfect apart, as well as impressive when they stood together, depicting the essence of JD.
International Context
In 2015, Lenovo showed its YOGA Tab 3 Pro ad where a little girl gave presents to an old beggar who lived on the street and earned money with his handmade wooden toys. This commercial touched millions of people with its kindness and trust. However, the same ad could create a negative attitude towards the idea of poverty and the intention to use technologies to help instead of providing more real-life opportunities like a paid workplace, a home, and warm clothes. In middle- or low-income countries like Slovenia, Russia, or Bulgaria, such a development of the events could be defined as ridiculous and unreal because ordinary people could hardly allow their children to take something from a poor old man who lives on the streets. In addition, the presence of dogs outside calls a number of negative emotions and public concerns because they may bite and transmit some infections. All these misunderstandings create certain challenges in promoting the same ad around the whole globe where the questions of poverty, homelessness, and order have to be solved.
Success of Communication
The goal of marketing is to make a good or a service known to people and call the desire to buy or do something. The effectiveness of marketing campaigns can be measured in a variety of ways, and one of them is to measure the success of communication. Coca-Cola ads usually attract the attention of millions of people, and the commercial introduced in 2015 seems to be one of the most captivating and interesting approaches to sell the product. There are no words being spoken and no prices being set. The main message is to bring happiness home with Coca-Cola. This ad shows that for a person to become happier, it is sometimes enough to go outside and enjoy the world around them. The number of bottles of Coca-Cola being sold, the number of likes given to the ad, and the presence of comments under the video are the best metrics to measure the success of communication in this campaign.