In today’s fast-paced digital landscape, businesses increasingly rely on artificial intelligence (AI) to enhance communication, productivity, and efficiency. Dialpad’s 2023 Super Bowl commercial, "The Good AI – AI That’s Good for You," effectively demonstrates how AI can simplify daily tasks—from meeting transcriptions to scheduling—making it an essential tool for professionals and businesses. This report analyzes the marketing strategies behind Dialpad’s TV advertisement, examining its objectives, target audience, positioning, and potential social media amplification.
The study evaluates how the ad enhances brand awareness, perceived value, and customer engagement while fostering a positive perception of AI. Additionally, it proposes a novel social media campaign to extend the ad’s reach, leveraging platforms like LinkedIn, Instagram, and YouTube to drive interaction and adoption. By integrating real-life testimonials, interactive content, and educational videos, Dialpad can reinforce its message and solidify its position as a leader in AI-driven communication solutions.
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Discussing the Chosen TV Advert
The television advertisement titled "The Good AI – AI that's good for you" from Dialpad, that appeared throughout the 2023 Super Bowl, has been chosen for the report. The primary objective of the commercial is to showcase Dialpad, a communications technology business, as an efficient and accessible provider of artificially intelligent (AI) services. The narrative depicts actual-life scenarios wherein individual lives are easily improved by Dialpad’s artificial intelligence (AI), helping people with an assortment of tasks like meeting planning, conversational the transcription process and data organisation (The Good Ai - Ai That Works For You - Super Bowl 2023). The advertisement's readily available and real strategy, that emphasises how AI may simplify challenging tasks and improve efficiency, is part of what makes it attractive. The unspoken call to take action shows Dialpad’s commitment to empower individuals who use artificial intelligence through pushing audiences to reflect about applying its recommendations for their own advantage. It is feasible to put together an imaginative social media strategy that will boost the impact of this advertising. Utilising renowned communication sites including Twitter, Facebook, Instagram and LinkedIn, the advertising effort could involve short footage with actual testimonials from both individuals and businesses which gained advantages from Dialpad's artificial intelligence (AI) products.
Analysing Which Marketing Objectives The Chosen Advert Would Be Expected To Meet
Increase brand awareness and recognition: The main objective of this advertisement is to get consumers become more cognizant of and recognisable to Dialpad. The advertisement creates a lasting impression on spectators by showing Dialpad’s artificial intelligence (AI) in operation (Zia, Younus and Mirza, 2021). It makes an indelible mark on viewers with its visually appealing pictures and genuine scenarios. Dialpad’s brand and artificial intelligence solutions becomes strongly ingrained in the thoughts of consumers as a consequence of frequent use during major sporting occasions such as the Super Bowl, boosting the recall of the brand.
Enhance perceived brand value: The advertisement emphasises on Dialpad’s devotion to providing artificial intelligence (AI) solutions which are easy to implement and simplify routine tasks. Dial pad aims to boost the public's impression of their brand by showcasing artificial intelligence (AI) as simple to use, trustworthy and beneficial. As a result of the advertisement's focus on applications in the real world, Dialpad has a positive connection with effectiveness, inventiveness and ease.
Generate interest and curiosity: The objective of the advertisement is to make people interested in and inquisitive about Dialpad's artificial intelligence offerings. The advertisement piques the curiosity of viewers by showing real-life scenarios where artificial intelligence (AI) can be easily integrated into every day’s life for individuals. The examples that are demonstrated, like easy planning and accurate recordings, pique the viewers' curiosity and motivate them to find out more about Dialpad’s artificial intelligence (AI) system. Journeys to web pages, questions and demonstrations of products may all arise from this inquisitiveness.
Influence audience attitudes and opinions: The objective of the advertisement is to affect the audience's views on artificial intelligence. Dialpad changes users' regards by showing artificial intelligence (AI) as a helpful partner which renders tasks easier instead of a fearful and confusing concept. It promotes an encouraging mentality towards AI, improving its accessibility and acceptance.
Drive customer engagement and interaction: The idea of the advertisement aims to get people intrigued in and curious about Dial pad’s artificial intelligence (AI) goods. The advertisement piques viewers' interest by presenting real-life situations where intelligent technology (AI) can be easily integrated into everyday activities of individuals (McCombs and Valenzuela, 2020). The instances which are shown, like easy scheduling and precise recording, pique viewers' interest and encourage them to learn concerning Dial pad’s artificial intelligence (AI) technology.
Encourage trial and adoption: The aim of the advertisement is to alter the viewer's perceptions on artificial intelligence (AI). Dialpad modifies users' perceives by presenting artificial intelligence as a helpful tool that renders tasks easier rather than a feared and perplexing concept. It fosters a favourable attitude towards AI, increasing its approachability and acceptability. The advertisement softly offers an appeal for visitors to learn more about Dialpad’s provides, enrol for examinations or get more details. The purpose is to transform the fascination inspired by the advertisement into specific actions, resulting in additional revenue and new client acquisition.
Identifying The Target Audience Apparent In The Tv Advert
The previously "Good AI – AI which works for you" ad from Dial pad appears to be intended for individuals and businesses who are seeking efficient interaction options. The advertisement emphasises how artificially intelligent (AI) technologies making handles like translation and planning easier, thereby rendering it ideal for people and businesses with busy times (Katz, 2022). A broad spectrum of professionals is offered by a representation of various experts, from business executives to start-ups.
Identifying the Positioning Apparent in the TV Advert
In Dialpad's TV advertisement, the company promotes itself as a simple to operate and vital AI companion for individuals and businesses. "Dialpad - Your Dependable AI Employee, simplifying Your Workday" could be the statement of position. Practical instances of how Dial pad’s AI increases efficiency and streamlines work for professional act as an indication for its position in the TV commercial (Huang and Rust, 2021). The advertisement for Dial pad promotes it as a trustworthy and simple to use AI helper for individuals and businesses, presenting it as an essential resource that allows for a variety of interpersonal responsibilities with simplicity.
Designing A Novel Social Media Campaign That Could Have Accompanied The Tv Advert
After its Super Bowl TV advertisement, Dial pad’s unique social networking effort, "Elevate your output with Dial pad’s AI Help," seeks to generate discussion about the company's AI technology. The campaign utilises renowned social media websites such as YouTube, Twitter, Instagram, LinkedIn and Facebook to communicate with the intended demographic that includes individuals & organisations looking for successful interaction solutions.
Integration and amplification
Interactive content and challenges: Twitter and Instagram are going to provide interactive content including difficulties, surveys, and quizzes on the application of AI and office efficiency. With these interactive tasks, people will be prompted to share their thoughts and experiences, with the goal of creating an atmosphere of belonging behind Dialpad’s artificial intelligence products. In accordance with the TV commercial's objective of raising interest and enticement, the marketing effort furthers its promotion of Dial pad’s customer-friendly AI technology through encouraging interaction among users.
Real life testimonials on LinkedIn: Comprehensive, practical testimonials from individuals and companies that have gained with Dialpad’s artificial intelligence (AI) products will be presented on LinkedIn (Simamora, 2020). The objective of all of these testimonies is to tackle the TV advertisement's objective of boosting recognised value for the brand by showcasing the practical uses of Dial pad’s innovation.
Educational video series on YouTube: YouTube will feature an array of instructive motion pictures that highlight various features of Dialpad's artificial intelligence solutions and give advice regarding how to get the most of these. These films will satisfy the needs of the target demographic through providing helpful guidance on improving effectiveness. The campaign strengthens the company's credibility and standing by presenting Dialpad as a thought leader in AI communication tools via its supply of educational material.
Justification
Consumers are going to be urged to interact with Dialpad’s brand through interactive tasks and posts on Instagram as well as Twitter that will increase the company's visibility and influence. The campaign takes certain that the company remains in the centre of the target the audience's mind by demonstrating Dialpad’s competence via an informative video series on YouTube, helping to raise awareness of the company and familiarity. LinkedIn's real-life testimonials offer tangible proof of Dialpad’s beneficial effects on individuals and businesses. The reliability and trustworthiness of these endorsement increases what is thought of Dialpad as a brand. By emphasising Dialpad’s expertise, the instructional film series increases the business's perceived worth amongst consumers. The audience's interest becomes intrigued and interested by the connecting substance, challenges, and achievements published on online social networking sites. The campaign effectively uses the audience's inquisitiveness by encouraging them to engage to discover concerning artificial intelligence (AI), resulting in greater attention and inquiries concerning Dialpad’s provides. The collaborative element of the ad encourages consumer to participate and communicate on an active level. A powerful sense of belonging has been created around Dialpad’s branding by feedback from users, shares and competition involvement. Customer loyalty grows through right away exchanges with the audience, which promote interaction between the company and its customers.
Target audience and message communication: This internet marketing promotion is targeted at professionals, business proprietors and organisations of any kind that have a need for effective communication options. The message sent emphasises the useful uses of Dialpad's easy to use artificial intelligence (AI) technology in everyday workplaces (Kidd et. al, 2019). The advertisement shows that Dialpad’s AI solutions may enhance efficiency, simplify job and save pressure. It is intended to satisfy the requirements of deadline-pressed individuals and businesses that need to interact successfully and effectively.
Marketing appeals employed: By demonstrating genuine achievement stories, the ad uses emotional resonance to connect with the audience's struggles and experience. The campaign additionally makes advantage of the appeal of logic by responding to the viewer's desire for insightful knowledge and rational thought through providing learning resources and useful guidance. Users are invited to develop a relationship with Dialpad’s brand collaboratively through completing active tasks and developing community’s activities that seamlessly complement social media appeal.
References
Books and Journals
Huang, M.H. and Rust, R.T., 2021. A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49, pp.30-50.
Katz, H., 2022. The media handbook: A complete guide to advertising media selection, planning, research, and buying. Routledge.
Kidd, L.R., Garrard, G.E., Bekessy, S.A., Mills, M., Camilleri, A.R., Fidler, F., Fielding, K.S., Gordon, A., Gregg, E.A., Kusmanoff, A.M. and Louis, W., 2019. Messaging matters: A systematic review of the conservation messaging literature. Biological conservation, 236, pp.92-99.
McCombs, M. and Valenzuela, S., 2020. Setting the agenda: Mass media and public opinion. John Wiley & Sons.
Simamora, R.M., 2020. The Challenges of online learning during the COVID-19 pandemic: An essay analysis of performing arts education students. Studies in Learning and Teaching, 1(2), pp.86-103.
Zia, A., Younus, S. and Mirza, F., 2021. Investigating the impact of brand image and brand loyalty on brand equity: the mediating role of brand awareness. International Journal of Innovation, Creativity and Change, 15(2), pp.1091-1106.
Online
The Good Ai - Ai That Works For You - Super Bowl. 2023. Online. Available through: <https://www.adsoftheworld.com/campaigns/dialpad-the-good-ai-ai-that-works-for-you-super-bowl-2023>.
