What makes advertising invite a response from audiences?

Advertising invites a response when participation is built into the encounter and gives people a clear action to take. An interactive competition or a voice-enabled booking turns an audience member from a recipient of a message into a participant.

Build the response into the encounter

Give audiences something to do within the advertising experience, rather than only a message to receive. Participation can turn a one-way communication into a two-way encounter, whether the action is entering a competition or booking a test drive. An early interactive Mazda advert encouraged viewers to record the advert and replay it frame by frame to take part in a competition to win a car. In 2020, an Audi advert allowed listeners to talk back through their smart speaker and book a test drive. The practical principle is to build the intended response into the format: the audience should have a clear way to act, not simply encounter an invitation to act elsewhere.

Sources: 100 years of the BBC… sort of

How The Frameworks helps

Turning advertising into participation

Your audiences need a reason to engage with your advertising rather than simply encounter it. The Frameworks focuses on the relationship between what people do in an experience and what they discover about your proposition. It works with you to translate your brand story into an encounter people can explore, taking account of different interests and levels of technical knowledge. The emphasis is on participation that carries the story, rather than interaction detached from what you want to communicate.

The Frameworks delivers interactive storytelling, experience design and digital development, with formats including touchscreen games and exploratory browser-based experiences. These give your advertising a participatory form, whether audiences encounter it at an event or through a digital campaign. You get an experience through which people can explore your proposition directly, with the brand story expressed through their involvement rather than left alongside it as a separate explanation.

Let’s talk about getting audiences involved in advertising 

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