DAVID JOHN ABBOTT’S COPY STRATEGY
HEADLINE: DAVID JOHN ABBOTT’S COPY STRATEGY
Copyright: Julian Hanford
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My opinion about the ad:
Advertising can have many different effects on many people all around the world as everyone life experiences and own perspective are so unique. According to the AirAsia advertising billboard, this advertisement’s big idea is to tell people that the flight ticket to Phuket is cheap, don’t miss it and book the flight ticket now.
AirAsia is the world’s best low-cost airline which is named for the 9th year running. Therefore, in my opinion, AirAsia can change another concept or slogan on this advertisement which can attract people attention than before if the main point of this advertisement can be more creative as everyone know that the slogan of AirAsia is ‘Now Everyone Can Fly’.
Copy strategy:
There are many different techniques or methods of advertising such as abrasive, intrusive, joyful, sad, deceiving or even more which may sway a person. But David John Abbott focuses on five golden rules which are passion, visual, creative, honesty as well as humorous.
Based on the 5 golden rules, I can apply 2 rules into this AirAsia advertising billboard which are visual and creative. Humans are visual animals and colour is a visual language, therefore we can use more different colour in the billboard to attract and hold people attention instead of only one colour - red.
The second rule is creative. There is not only about the colour, how big the size of the billboard is, but also the creative thinking. Think outside the box to get the creative idea or slogan is more than a thousand words.
New Headline: The best time to buy is right now!
Body copy: No wings no problems!
Call to action: Book the flight ticket now.
Article by: Chan Shi Ning
Newly proposed headlines are also good, but consumers are not likely to think that this ad is AirAsia, which is an airline, just from the phrase "The best time to buy is right now!" It is likely to be able to drive consumption by using verbs that can be applied in connection with airplane tickets.
ReplyDeleteEditor: Woo Hayoung