Psychology in Advertising- Lessons from Starlink’s Ad Campaign
Psychology in Advertising: Lessons from Starlink’s Ad Campaign
Let’s learn about the psychology in advertising.
Take a good look at this Starlink creative.
What comes to your mind as a Nigerian?
That building appears to be in the bush, a remote part of the countryside.
Every media content is encoded with a code, an intent, which the encoder believes will be properly decoded, and hopefully, achieve the desired intent [Action] of the encoder.
Now, here’s my analysis of this simple, yet effective ad by Starlink.
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In Nigeria, anyone living in remote parts, villages, and some towns battles with network issues because most of the time, there is little to no network coverage in those areas.
Sometimes, it gets worse when there’s a downpour – rain.
Take a look at the headline used by Starlink, “Available across all of Nigeria.”
That headline is subtly saying, “Starlink will work EVERYWHERE in Nigeria. EVERYWHERE. Not just in some parts of Nigeria like MTN, GLO, Airtel, or 9Mobile.”
Take a look at where the building in which Starlink is situated is located. It shows that the house is not in the finest places, cities, but in or close to the bush.
Now, Starlink is secretly telling your unconscious mind that knows how bad Nigeria’s networks can be in those villages that Starlink works even in those places.
Unconsciously, it’s telling you that if our network can work in the remotest parts, it’s guaranteed to work in the city you reside in.
Here are easily spotted Psychology/Advertising principles used in this simple ad:
1. Scarcity Principle
2. Priming
3. Confirmation Bias
You should consider studying those principles if you want to improve your skills in advertisement.
