To give you a first practical impression of the AIDA formula, I have picked out a current example from advertising:
Every year around this time, Coca-Cola, Santa Claus, and the Christmas trucks give us magical Christmas moments.
According to the AIDA principle, the first task is to attract the attention of your target group. For years, Coca-Cola has been using well-known Christmas carols in their traditional Christmas commercials and has thus managed to achieve a direct recognition value of the commercial. In 2018, the well-known Coke song “Holidays Are Coming” was re-recorded with the aim of becoming a direct earworm.
Coca-Cola manages to reach the listener and viewer on an emotional level. It brings joy and makes hearts beat faster. A Christmas-like stage design, lights, and the CI colors of Coca-Cola, red – white let the viewer dive directly into the world.
You should now take advantage of the attention you have gained. Not only the viewer but also the protagonists in the commercial are eagerly waiting for the trucks to drive through the snowy countryside.
Once interest in the product has been aroused, it is up to the salesperson to trigger desire in the customer.
Every year, Coca-Cola launches a Christmas edition of its Coke cans. In addition, the dates of the Coca-Cola Christmas Tour are published, in which everyone can participate. The desire to share moments of reflective Christmas spirit with others is on the rise.
The desire to buy and participate has been awakened and must now be transformed into action, or a purchase.
Coca-Cola calls on people to share Christmas joy! The Coca-Cola Christmas Tour, which was first launched over 20 years ago, traditionally invites people to do just that.
Just in time for the holidays, the cans and bottles of Coca-Cola, Coca-Cola Zero Sugar, and Coca-Cola light taste appear in a gift-wrapping paper look in the colors red, green, and silver.