In order to promote F1,
the agency has decided to design a concept that will target millennials with
its effective and powerful message, to play on the individuals need for an
unbeatable experience. Having a well-defined desire of the target market’s
response, our agency turned to developing an effective message.
Our message should be
interesting, action filled, attention grabbing whilst arousing desire and
straight to the point. The agency will be using the AIDA model framework which
advocates the required qualities of a good message. In putting the message
together, the team had to decide the message content and the message structure.
The message content will play on the emotional appeal. The message structure is
both a strong argument and at the same time leaves it to the audience, as it is
their choice whether to choose to drive or not. In this scenario, we are hoping
that the public especially the millennial market give strong attention to the
message with the hopes they don’t find it anticlimactic. (Kotler and Armstrong, 2006, p.434-435)