Client: Americana – Hardees
Year: August 2011
We are going to use this most recent example from Kuwait to learn what not to do in any ad specially an outdoor ad:
1- According to the VIPS formula (Visibility, Identity, Promise, Singleminded) this ad is missing the “I” for identity, who is sending this message?!!!!!!!
2- According to the AIDA formula which was later on improved to AIDCA (Attention, Interest, Desire, Conviction, Action) the “A” for Action is missing. What action should the recipient of this message take after going through all the stages of AIDCA?!!!!!!
3- The very nature of OOH (Out Of Home) does not lend itself well for long copy as the drivers barely have time to register your message in less than 6 seconds
4- It is a cardinal sin to omit the identity of the “Sender” in the communication process according to Shannon & Weaver communication model.
A logo (Greek λογότυπος = logotypos) is a graphical element, (ideogram, symbol, emblem, icon, sign) that, together with its logotype (a uniquely set and arranged typeface) form a trademark or commercial brand. Typically, a logo’s design is for immediate recognition, inspiring trust, admiration, loyalty and an implied superiority.  The logo is one aspect of a company’s commercial brand, or economic entity, and its shapes, colors, fonts, and images usually are different from others in a similar market. Logos are also used to identify organizations and other non-commercial entities.
NOW, New and 100% improved ad. They removed the small type under the burgers and added the Hardees logo just as we have explained a few days ago 😉
Special thanks to Mr. A.F.