Getting below the surface

So if small, concise messages work well in the new mobile ad paradigm, and the content management systems have evolved to the point where micro-ads are a viable payload for delivery on a wireless network, the next question becomes how to get the right message to the right person? For any given situation a broad statement like “just do it” is likely to resonate, but resonance is not the true objective, the real purpose is to get the consumer to take action (safe to assume Nike’s subliminal interpretation of “it” is “go out and buy our shoes”. So in order for this model to be truly effective, the ad has to go below the surface, resonance is useful for branding, but advertisers are ultimately interested in follow-through on a purchase. So how do you go from surface stickiness to below the surface drilling?