The AIDA model – representing the different steps in promoting and selling a product – are most likely applied naturally when a product is being sold. Attention, Interest, Desire and Action (as the name suggests) don’t alway have equal weights. Studies suggest that Attention hast the highest weight in comparison with interest and action. Companies cannot limit themselves to just produce the product; they must not only give the right information, but attract the attention of the customers, a more difficult task than producing the product itself.
Thinking back to 2006, I still remember driving around Bogotá, Colombia and noticing how most of the billboards of the city were completely white. At first I thought these were just being changed, but after the days passed, I kept on noticing how they were still white. Suddenly, a miniature red tag appeared on the upper right hand side of the billboards – too small to even notice what the tiny red words read. This ‘red tag on the white space’ again remained taking over the city for weeks, until two words in the middle of the billboard appeared: PERONI, ITALY.
Not a single person I asked knew what ‘PERONI ITALY’ was about, but they were definitely intrigued to find out as well. I must say these white billboards taking over Bogotá caught the city’s attention. But what was all this mystery about?
Bogota was curious to find out more about PERONI. The billboards raised such tension and mystery that we developed an interest to try it out. With its minimalistic, stylish look, everyone’s main guess was “a new italian clothing or accessory line.”
As sunglasses, stylish well-dressed men and women started occupying the left side of the blank canvas, our main guess became intensified – perhaps even correct. To us, PERONI represented fashion, style, a more modern look… Little did we know what it was all really about, but PERONI knew we were expecting something.
Check back soon for my next post on PERONI and the AIDA model!
References
http://scholarsresearchlibrary.com/aasr-vol4-iss4/AASR-2012-4-4-1670-1675.pdf
http://www.bavaria.com.co/pdfs/ing/style_peroni.pdf
http://www.noupe.com/design/the-aida-marketing-model-in-web-design.html