One way to push people through the AIDA process is to tune into the Zeitgeist. In recent months TV advertising for beer has been set on fire by a Heineken campaign from the Netherlands that has captured the imagination of online communities the world over.
I have to admit it’s a classic.
Anyway, I have Doreen P. to thank for an update on the Heineken story: a spoof. A spoof is somewhat different to a comparison as it deliberately rides on a wave. It’s a bit like the bandwagon effect – while everyone’s interest is aroused, hijack it for yourself! So, in steps Bavaria beer, with a funny take on the same idea.
Of course to work, the viewer has to know the first ad. So just like many other tools designed to capture the Interest part of AIDA, it will only work with the target audience. But that’s what the matching process is all about.
Anyway, Heineken decided all this free online publicity was good for them. So to play to the viral marketing, they came out with a further spoof of their own ad.
Refreshing. Dutch humour, and like the beer: suitable for many tastes.
I’ll also give it points for “campaignability” – an important issue in building big brands in the long term.