When it comes to outdoor advertising, there’s a lot more happening behind the scenes than just putting up a flashy billboard. The real magic happens when ads connect with people on a deeper level. In “Developing Advertising Strategy by Understanding Consumer Behavior,” Nguyen (2015) shows us how to create ad plans that really resonate with consumers. So, let’s take a look at what makes advertising work!
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The Three Elements Of Creative Advertising
In crafting an advertisement that hits the mark, advertisers need to know audience resonance, which is achieved by creative advertising and sticky advertising. This simply means that the ad successfully grabs people’s attention and sticks in their minds. Think of it like that catchy jingle you just can’t forget.
To achieve creative advertising, advertisers should focus on three things: connectedness, appropriateness, and novelty.
Connectedness: A good ad clicks with what the audience feels or goes through. Basically, it makes people feel understood. For example, Petronas’ “Siapa Kata” campaign tailors its message to different regions. In Tawau, the billboard reads “Who says only mountains can be climbed? Thousands of Sabahan children have climbed the ivory tower through PESP,” connecting with local pride and experiences.
Appropriateness: The ad should clearly show the brand’s value and how it stands out from the competition. All elements of the ad need to work together to tell a compelling story. Apple’s “Shot on iPhone” campaign, featuring real photos taken by users, showcases the iPhone camera’s quality, making the brand stand out with authentic, user-generated content.
Novelty: The ad should be unique and impressive. But remember, being unique isn’t enough—it also needs to be relevant. For instance, Coca-Cola’s “Share a Coke” campaign uses personalised bottles and cans with people’s names. The experience of engaging in the campaign becomes memorable as they share their Coke on social media, making connections with people with shared interests.
The Six Features Of Sticky Advertising
Now that we’ve talked about creativity, let’s look at how to make an ad stick in people’s minds. These six features help ensure the audience gets the message, remembers it, and maybe even changes their behaviour or attitude towards the brand.
Simplicity: The message should be simple and easy to get. Lots of brands go for short and sweet copywriting that still gets their point across. A cool example is ZUS Coffee’s Matcha Macham Series, where they use fun wordplay to show off the quirky personalities of cats and their matcha drinks.
Concreteness: Concrete messages are way easier to remember than abstract ones. The best way to use concrete language is through the product or brand’s promise by providing data or fixed numbers.
Unexpectedness: The ad should stand out by being different from what people expect, sparking interest and curiosity. A great example is KitKat’s clever guerrilla ads, which replace the word “break” in their catchphrase “Have a break, have a KitKat” with a hammock. When people see the ad while they’re out and about, they can’t help but think, “Hey, I can actually take a break!”
Credibility: The ad needs to be trustworthy. Using experts or well-known personalities can help with this. For instance, having Dato’ Lee Chong Wei and Lee Zii Jia endorse a sports drink, 100Plus adds a layer of credibility to their advertisement.
Emotionality: Ads that generate emotions and connect with people’s feelings tend to be more memorable. Like the tear-jerking stories in Petronas’ festive commercials that we all look forward to every year.
Storytelling: Storytelling makes an ad catchy and unforgettable, especially when it hits you right in the feels. In outdoor ads, visuals, messaging, interactivity, and location really bring the story to life. A fun example is Libresse’s Hantu Kum Kum campaign, which featured a lively digital billboard that playfully urged people to use their pads to avoid getting spooked by the ghost on the hunt for women’s period blood.
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Understanding consumer behaviour and tapping into psychology is crucial for creating effective outdoor ads. Now that we know the key to effective advertising is resonating with the audience, we can combine the key elements of creative advertising with the six features of sticky advertising to craft campaigns that grab attention, stay memorable, and drive action. So, the next time you see an ad that really sticks with you, you’ll know there’s a lot more to it than just a pretty picture!
Image Credit: DMDC Media, Creative Marketing, The Brand Hopper, Flickr.