Build a response into the advertising idea
Build a response into the advertising idea by deciding what the audience can do, not just what the advertisement should say. A Mazda television advertisement encouraged viewers to record it and replay it frame by frame to enter a competition to win a car. Participation made watching an active task. Audi's 2020 smart-speaker advertisement offered a different response: listeners could talk back and book a test drive. The invitation connected the advertising encounter directly to an action relevant to the product. Both approaches turn a one-way message into an opportunity to respond. Choose whether the idea calls for a challenge to explore or a direct action to take, then make that invitation part of the advertisement.
Sources: 100 years of the BBC… sort of