I came accross this ad (left) in a magazine recently. Although it’s for a product I have zero interest in (Old Spice), I felt it was my duty to do some investigatory work by dialing the number in the ad. The funny thing is, if the number had been anywhere else in the ad, say at the bottom, I would have easily skipped right over it and kept flipping pages, but the ad was designed in a way that the number WAS the message. So I called it.
The ad is just for deoderant and isn’t really funny or entertaining. The recorded message, “for men press 1, for ladies press 2,” is in general mildly disturbing, but who knows, it might sell some deoderant?
Advertising liek this is not new or social, it’s a traditional marketing tactic, but the trend it is pointing to is that people are going after interaction in their advertising. Call a phone number, visit a website, download the app, this is the new holy grail of advertising.
Then- buy a product.
Now- take an action.
Going after actions and engagement is a wise idea. By taking action under the flag of a brand, product, or service, the brand, product or service can create a deeper impression than we’re used to with traditional advertising messages, otherwise know as distraction marketing. With thousands of ads hitting our eyes, those that we feel compelled to take action on, become something more. So take notice when you see a brand reaching out for engagement in interaction you may be surprised at your reaction after you participate.