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Hacking the human operating system: using digital to influence consumers decision making

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  • 1. Hacking the human operating system: using digital to influence consumers decision making Martin Talks Digital President Draftfcb @talksy
  • 2. messaging
  • 3. That is highly logical 4
  • 4. The old models will lead to only accidental success • AIDA • AKLPCP • Persuasion Model • Saliency Model • Involvement Model • Single Minded Proposition • Reinforcement
  • 5. New hacking
  • 6. Pilot: Conscious Explicit % 5 Rational, balances factors, critical Source: Daniel Kahneman, Nobel Laureate for Economics, 2002 % 95 Autopilot: Unconscious Implicit Emotional, decisive, trusting
  • 7. #1 Now, not the future #2 Recency #3 Ownership and loss #4 Herd instinct
  • 8. #1 Now, not the future
  • 9. #1 Recency
  • 10. #1 Ownership and loss
  • 11. #1 Herd instinct
  • 12. Your mom hates Dead Space
  • 13. Your mom hates Dead Space
  • 14. #1 Now, not the future #2 Recency #3 Ownership and loss #4 Herd instinct
  • 15. Pilot: Conscious Explicit % 5 Rational, balances factors, critical Source: Daniel Kahneman, Nobel Laureate for Economics, 2002 % 95 Autopilot: Unconscious Implicit Emotional, decisive, trusting
  • 16. Emotional Journey: Cadbury Dairy Milk Gorilla 100% Contempt 90% Disgust 80% 70% Anger 60% Fear 50% Brooding uncertainty: “Unsure” “Music” “Don't like a close up of the gorillas nostrils!!” “Feel good advert” Sadness 40% “Intrigued about how the gorilla relates to the slogan at the end” “What’s it got to do with chocolate?” 30% “Don't understand what the advert is for” “Funny to see the gorilla” Neutral “It’s funny” “It all comes together and is amusing” 20% Happy “Not sure what i expected” “Good music, good chocolate!” “Love Cadbury's Chocolate!” 10% Surprise 0% Start 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66 68 70 72 74 76 78 80 82 84 86 88 90 “Love it” “An ape playing the drums” seconds 35
  • 17. 36
  • 18. Hacking the human operating system It’s a no-brainer
  • 19. Martin Talks President, Digital, Draftfcb martin.talks@draftfcb.com @talksy Matthew Willcox Exec Director, IDM matthew.willcox@draftfcb.com @matthewwwillcox Simon White @talksy Planning Director, Draftfcb Europe Simon.white@draftfcb.com @SimonHWhite