Attention. Interest. Desire. Action.

AIDA sounds like a marketing seminar from the nineties.

But it still works surprisingly well.

Because people rarely buy after seeing a single film.

They discover.

Become curious.

Look into it.

Compare.

Trust.

And at some point they buy.

Why should film, of all things, have to handle all these steps at once?

It does not.

And it should not.

An awareness film may simply make someone stop:

Hang on. What was that?

A good brand story makes someone keep thinking:

Interesting. Tell me more.

A product film answers:

Why do I need this?

A testimonial:

Can I trust them?

A case:

Does this actually work?

Every film has a job.

And the clearer that job is, the better it can do it.

The problem begins when every film is meant to be everything.

Then you get the typical corporate film:

History.

Vision.

Product.

Technology.

Employees.

Sustainability.

Customer voices.

Certificates.

And at the end:

“Please feel free to contact us.”

Eight minutes later we know a lot.

But we feel little.

Perhaps we should therefore not judge films by how much information they contain.

But by what they trigger.

Curiosity?

Trust?

Desire?

An action?

Because film is not PowerPoint with music.

Film is dramaturgy.

And dramaturgy means above all:

You cannot tell everything at once.

#frischebrise|