Advertising is the method of calling attention to a product, service, need or want usually through a paid announcement through a variety of platforms. In today’s day and age, advertisements are often seen as a nuisance and something most attempt to disregard. From the perspective of a student majoring in advertising, my take on ads varies from the common man or woman. It has become apparent that marketers and advertisers must be incredibly creative and strategic when it comes to planning the proper execution strategy to reel in their target demographic. The most effective way to make an impression on one’s desired audience is to create a campaign, an organized series of actions to promote the product or service.

Advertisements typically need to have four key points to gain notice from viewers: awareness, interest, desire and action. Awareness is quite important because the brand must create recognition or affiliation with the product or service. Generating interest in the benefits of the product or service helps to spark that flame in the target consumer to get them to complete further research and develop more knowledge. Desire for the product or service by building an emotional tie while showing the personality of the brand. This is the moment where it is key to make the brand stick out and truly hold its own in the industry. One must mentally transfer from strictly having a “like” or “curiosity” about the product or service to having an “urge” or “want” to connect themselves with the brand. Action, the last step, may also be noted as the call to action phase. This is where the buyer takes the step to interact with the company whether it is through the means of purchasing the product, following the organization on social media or engaging with the service.

Coca Cola does a spectacular job grabbing the attention of individuals through their campaigns. The latest project, “Share a Coke, aims to solve the issue that even though teens and young adults loved that Coca-Cola was big and iconic, many felt we were not talking to them at eye level. First launched in 2011 in Australia at the ad agency Oglivy, 70 countries including the United States has since then adopted the idea. One of the original brand executives of the campaign states, “we gave consumers an opportunity to express themselves through a bottle of Coke, and to share the experience with someone else. The fact that your name is on a Coke bottle, it can’t get more personal than that! The campaign capitalized on the global trend of self-expression and sharing, but in an emotional way. Coke is big enough to pull off an idea like this, which speaks to the iconic nature of the brand. Who would want their name on a brand unless it was as iconic as Coke? ‘Share a Coke’ found the sweet spot by making consumers famous through the most iconic brand in the world.” It was genius on their part to also tie the campaign in with their tagline “open happiness.”

Marketers and advertisers got the attention of many across the world of all ages, backgrounds and ethnicities by making soda, a drink many interact with on a daily basis, personal. The company was aware of an issue that needed to be solved, they marketed the “Share a Coke” idea through advertisements, desire was created and as a result hundreds of millions of people not only purchase Coke but the hunt to find a bottle with one’s name on it is a mission. Coca-Cola has created a page for their “Share a Coke Tour” which is used for those interested in the product to track where in the nation the bus is traveling to so those within the community can come out and not only get a Coke for themselves but share it with a loved one. This summer campaign which focused on “sharing smiles coast to coast” has continued with a new interactive Coke ad.

Ad Week published on September 15th, 2015 that in a Swedish subway station, their is an interactive billboard with a “coke-moji,” an animated bottle cap that mimics the cartoonish aspect of an emoji, that replicates the smile of those who stop to look at it. Along with this innovative campaign addition, Coke also has a space on their website dedicated to “Share a Coke” images where people nationwide can upload images of themselves sharing a Coke with a loved one. Just as all advertising campaigns, Coca-Cola has produced commercials, print ads, billboards, a website dedicated to this idea and the capacity for people to personalize bottles with their names on them. Such a simple idea yet one that is captivating and crosses numerous social media platforms is key when identifying how marketers grab the attention of their desired audience.

Check out the “coke-moji” campaign below!

Apple does a superb job gaining audience attention through their engaging and interactive campaigns. It is almost hard to believe that a company so successful does not engage in social media yet their products are purchased, loved and desired by individuals nationwide. From their “Think Different” commercial in 1997 to their well known and admired Mac vs. PC commercials within the past few years, Apple has crafted many influential projects that result in not only an increased desire for the brand but a curiosity to determine how they maintain their prestige.

At the Cannes Lions International Festival of Creativity, the “Shot on iPhone 6” ad campaign, otherwise identified as “World Gallery”, won the Outdoor Lions Grand Prix,  one of the most distinguished awards in advertising. The notorious “Shot on iPhone 6” campaign, one which launched early March 2015, is one of the most gratifying and alluring strategies ever made. This global campaign which was displayed in magazine, subway stations, billboards and TV commercials nationwide captured audiences attention by encouraging them to not only purchase the product but take part in the company photo series of sending in their best photo or video they can take on their iPhone 6.

Check out this video shot by Joshua N. on an iPhone 6!

As a student studying abroad in London during the release of this campaign, I thoroughly enjoyed looking at all of the beautiful shots lining the walls created with an iPhone 6 in the underground transportation station. I was personally intrigued to the point where I attempted to take shots that would be worthy of sending into Apple. In addition, I also liked seeing that these photographs, which were collected from all over the world, had the one commonality of being shot on the same brand and series of mobile device. The beautiful series of ads ranging from unbelievable action shots to scenic images perfect enough to be a typical computer background, truly captured the emotional heartstrings of its demographic while raising awareness of the high quality capabilities from Apple’s newest phone.