I came across this advert when I was searching ‘good advertisement’ on Google. This great DHL advert exemplified the ‘interactive experiment template’ proposed by Goldenburg, Mazursky, and Solomon (1999) who listed six templates for the advertisement with a good quality.
The interactive experiment template involves a task or an experiment, so that consumers can interact directly with the product. It induces realization of the benefits of the product by requiring the viewer to engage in an interactive experience with the medium in which the ad appears. This template has two versions: activation version (an actual engage in an experiment) and imaginary version (just imagining the performance of such as experiment). The interactive experiment template highlights a need or a problem that can be resolved by using this product.
The present advertisement for DHL employed the interactive experiment template. It showed that the need of delivering an item and maintaining a link between this man and this lady can be fulfilled by using DHL service. Customers can imagine the ‘experiment’ (i.e. a task of delivering a goods) by turning the middle page, and can 'experience' the benefit of purchasing this service by such imagination.
Reference:
Goldenberg, J.,
Mazursky, D., & Solomon, S. (1999). The Fundamental templates of
quality ads. Marketing Science,
3, 333-351.
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