AIDCA concept -- Karstadt Quelle: Dental Insurance

Image credit: http://adage.com/images/random/bowling051007big.jpg

Type/Benefit of the ad

The above advertisement is an ambient marketing ad for a European dental insurance company named Karstadt Quelle. Ambient advertising utilises places one would not normally see an ad -- in this case, the ad is placed over a bowling alley, creating an illusion where the bowling pins are teeth in enormous mouths. The obvious benefit is that the agency provides insurance for dental care, regardless of whether or not they are bowling-related.

Ad's appeal

The ad captures attention -- any patron of the bowling alley would be able to see and take note of the design of the ad. The ad serves its purpose in a very in-your-face sort of way, forcing viewers to look at it with curiosity and in turn, resulting in generating interest. The headline is a direct headline that straight away presents the benefit, possibly arousing desire in the viewers as it appeals to their need for coverage of cost of dental care. By placing the contact details below the headline, it ensures commitment from the audience as they are automatically presented with means of communication with company in regards to their services, which in turn will create action.

What I like about the ad

As mentioned, the ad captures attention in a very effective way as it forces the audience to look at it through its assertive and bold visuals. The above ad gives the bowling players a new feel to their game as they score points to win by knocking out the "teeth". As a result, this ad presents itself in a rather humorous and entertaining way despite the frankness of the body copy.

Others

Ambient advertising has always been successful in creating interest due to its unusualness -- ads that blend in our surroundings make us stop and stare compared to the conventional methods such as print, radio and television advertising. However, the above advertisement may work better had they included consumer benefits which would present the company as one that provides for their customers' health (specifically dental health). This reinforces the Desire component of the AIDCA model more effectively as it addresses the consumer's needs and wants, therefore being more persuasive through its rational or emotional appeal.