Science World has recently implemented a new promotional strategy centered around interesting, random and little-known scientific facts. For example, in the pictures above, they state “mosquitos love the colour blue” and “you swallow a litre of snot every day”. In this article, “Vancouver’s Science World has a remarkably…”, you may see more of Science World’s very interesting advertisements.
Much like the creative Coca-Cola outdoor advertisement that we saw in class, Science World also uses a texturized advertisement at a bus stop using pencils with the punchline, “Your body contains enough carbon to fill 9,000 pencils”.
They focus on using outdoor as their main advertising media and utilize specific medium such as billboards, their construction of a litter box, bus stops, and even portable mediums such as balloons.
Science World very effectively utilizes AIDA. They immediately grasp the viewer’s attention with creative and unique advertisements containing very interesting facts that are actually relevant to what they are trying to promote. Not only do they have facts, they also present them in a visually appealing way, using the yellow circles, which catch the viewer’s attention again. Additionally, they also utilize unique advertising media to attract attention, for example the cars and the texturized bus stop ad. Science World creates interest for its products or experiences using the facts and images posted on the ads. For example, the balloon states, “You fart a balloon’s worth of gas a day” and visually stimulating and catchy images such as the “mosquitoes” swarming the blue circle. They create a desire to learn more using their logo and slogan “We can explain”. While they don’t immediately have a call for action, we can see how it would probably be able to draw a greater attendance at Science World through the other 3 factors of AIDA.