The Elaboration Likelihood Model of persuasion basically entails the thought process that goes behind changing someone’s attitude through any sort of marketing communication and the kind of variables that go into doing that. (http://www.behaviourworksaustralia.org/wp-content/uploads/2012/11/BWA_ELM.pdf)

At its core, there are two types of persuasion. Central persuasion occurs when the recipient cares most about the content of the message rather than anything else. This makes the strength of the argument essential for success. Peripheral persuasion, however, is when the recipient is influenced by more superficial and secondary elements like visual appeal, presentation, and humor. (http://alistapart.com/article/persuasion-applying-the-elaboration-likelihood-model-to-design).

When du launched its Easy Social Plan, it aimed to attract audiences through both those persuasion tactics. For their print ads, they had a central persuasion focus with simple images that focused on the content of the message. ‘Free social data with every recharge’ was front and center and really sent the message of the promotion across without any confusion.

But for their video ads, du decided to use the tactic of peripheral persuasion by using a series of TV commercials that focused on hilarious scenarios to drive the point of why it’s important to always be connected. For example, one of the ads showed an office employee dancing around at work thinking the boss won’t be coming today since he didn’t read the message that the boss is in fact showing up today. This leads to an embarrassing situation later on. For a varied audience to relate to it, the other two commercials focus on a wedding proposal and a children’s party gone wrong. According to a survey, 47 percent of people agreed that humorous ads resonate the most with them (http://www.digitalstrategyconsulting.com/intelligence/2013/10/global_ad_trends_humour_and_real_life_themes_key_to_mass_appeal.php). So by using funny real-life situations to attract people but also giving key information, du has created a memorable and effective campaign for their service.