As late as it is, I recently found out about Tim Horton’s “Roll up the Rim” campaign. I was not aware of this interesting campaign until I saw one of my friends rolling up the rim and talking about winning prizes. This happened during our marketing meeting last week Thursday, and during the span of 30 mins, I personally experienced the AIDA Model. Breaking down this 30 mins, I would like to explain in details how the AIDA Model happened to me.
Awareness at 1:10pm : I became aware of the campaign when my friend started talking about how she won two extra coffees during this week. Tim Hortons to me was an aided recall — a brand that I recognized if their name was presented.
Interest at 1:17pm: I got interested in the campaign while looking at the cover of the Tim Horton’s middle size mocha cup, and learned about all the awesome prizes such as cars, laptops, coupons etc that consumers had a chance to win.
Desire at 1:30pm: After researching the possibilities of winning the prizes, all the sudden I felt an urge to get a Tim Hortons middle size coffee for myself after my marketing meeting
Action at 1:35pm: With only 15 mins left until my next class started, I rushed towards Timmys beside Sauder and lined up for my own lucky cup of coffee, in hopes that I might really win the CAR!!!
During this 30 mins period, it was amazing how Tim Hortons for me changed from aided recall to top- of- mind awareness, in which when people talked about “Roll up the Rim – winning cars by purchasing coffee”, automatically Tim Hortons’ name came up to me.
Despite I didn’t win any prizes, Tim Hortons sure was successful in promoting to UBC students like me.
