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Persuasion eats advertising for breakfast
 

Persuasion eats advertising for breakfast

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    Persuasion eats advertising for breakfast Persuasion eats advertising for breakfast Presentation Transcript

    • THE REASON WHY persuasion EATS ADVERTISING FOR BREAKFAST SUEAMSTERDAMmaandag 2 april 12
    • Digital is a revolution in buying behaviour not media.  Our  previous  agency,  Boondoggle  Amsterdam,  became  interac8ve  agency  of  the  year  last  year.  We  got  the  reputa8on  for  being  an  interes8ng  new  school   kind  of  agency  that  gets  digital  and  that  gets  social  media.  Although  this  is  the  perfect  posi8on  to  be  in  these  days,  both  terms  really  bugger  us.  Because   digital  is  not  a  revolu8on  in  media,  it’s  a  revolu8on  in  buying  behavior.  Digital  is  the  new  opera8ng  system  of  the  world  and  people  who  are  tapped  into   digital  are  tapped  into  reviews,  ra8ngs,  opinions,  recommenda8ons,  word-­‐of-­‐mouth,  customer  excitement,  customer  hate,  etc... SUEAMSTERDAMmaandag 2 april 12
    • We should be obsessed with one question: how do we trigger behaviour. Adver8sing  students  are  trained  to  come  up  with  crea8ve  communica8on  ideas.  Actually,  even  when  they  come  up  with  stuff  in  the  real  world,  they  s8ll   think  in  terms  of  communica8ng  a  brand  message.  Crea8ve  communica8on  is  just  one  tool.  And  we  think  this  tool  is  outdated.  There  are  far  more   interes8ng  and  impacGul  tools  for  crea8ve  people  to  use  to  trigger  behavioral  change.  We  want  to  talk  about  three  of  them  today.  We  hope  you  get   obsessive  in  learning  more  about  these  tools.  It  will  make  you  a  very  successful  crea8ve. SUEAMSTERDAMmaandag 2 april 12
    • Let’s start with an anecdote  This  is  one  of  our  favorite  examples.  Bank  of  America  rounds  up  all  your  debit  card  purchases  to  the  nearest  dollar  amount,  and  transfers  the  difference   from  your  checking  account  to  your  savings  account.  This  is  so  smart.  They  took  basic  neuro8c  understanding  as  point  of  departure  and  designed  a  solu8on   around  it.  People  all  know  they  should  save  more,  but  they  can’t  seem  to  take  ac8on.  Keep  the  change  helps  them  to  save,  without  the  need  to  do  anything   about  it. SUEAMSTERDAMmaandag 2 april 12
    • Design for word of mouth: It’s called “keep the change”, not Design for behavioral change: “debet gold plus service” triggering automatic saving behavior Design for excitement: People connect with the idea, recommend it and actuallystarted to follow their progress. Turns  out  this  has  become  one  of  the  most  compelling  ways  to  get  people  to  switch  banks.  People  just  love  it. What  strikes  us  is  that  it  wasn’t  an  adver8sing  agency  that  came  up  with  this  idea.  It  was  IDEO,  an  innova8on  company  that  used  design  thinking  to  solve  a   problem,  that  no  communica8on  campaign  was  able  to  solve  in  the  past.What  this  campaign  did,  to  us,  was  to  look  at  a  briefing  from  a  behavioral   economics  perspec8ve,  in  stead  of  an  adver8sing  perspec8ve. SUEAMSTERDAMmaandag 2 april 12
    • hMp://gabrielutasi.com/comic/2008/12/10/dear-­‐bank-­‐of-­‐america-­‐keep-­‐the-­‐change/ By  the  way:  A  great  service  design  doesn’t  necessarily  cover  up  for  the  public  outrage  that  the  financial  crisis  created. SUEAMSTERDAMmaandag 2 april 12
    • Advertising versus Behavioral Advertising Behavioral economics Clings itself onto the naive conviction that Takes humans and their shortcuts, their routines, people will change their behavior as long as their small neuroses and unconscious impulses and we communicate enough with them. resistances as point of departure. Ques8on:  Why  are  we  training  our  crea8ve  talents  on  making  crea8ve  communica8on,  while  the  real  impact  on  behavior  is  more  about  smart  interven8ons   in  the  choice  architecture  in  which  their  behavior  takes  place? SUEAMSTERDAMmaandag 2 april 12
    • The seduction project for HIVOS: How to design energy efficient behavior in Holland? Given that Energy spillage here, causes natural disasters in the South. Adver&sing  idea  (2010) Behavioral  economics  (2011-­‐12) This  is  a  project  we  did  at  Boondoggle  for  Hivos,  a  Dutch  NGO.  They  wanted  us  to  do  a  campaign  to  reduce  energy  waste.  In  2010  they  tried  the  adver8sing   route,  but  that  actually  backfired.  People  felt  insulted.  The  ad  says:  Hey  thanks  you  for  not  using  your  dry  cleaner”.  We  came  up  with  the  Seduc8on  project:   a  series  of  experiments  on  how  to  trigger  or  manipulate  people  into  energy  efficient  behavior,  in  order  to  inspire  and  set  the  agenda  for  policy  makers,   urban  planners,  architects  and  designers  to  come  up  with  beMer  choice  architecture  solu8ons. SUEAMSTERDAMmaandag 2 april 12
    • Tell me and I will forget Show me and I may remember Involve me and I will understand Crea8ves  that  need  to  trigger  actual  behavior,  need  to  rethink  their  approach.  We  are  numbed  by  such  an  excessive  level  of  communica8on  overload,  that   it  hardly  does  anything  anymore.  The  real  challenge  for  crea8ve  people  that  are  hired  to  solve  marke8ng  problems  -­‐-­‐-­‐  never  forget  this  is  the  essence  of   your  job  -­‐-­‐-­‐  ought  to  think  about  how  they  can  let  people  experience  the  point  you  want  to  make,  in  stead  of  boring  them  with  a  brand  promise. SUEAMSTERDAMmaandag 2 april 12
    • How to convince ignorant online buyers of the danger of online counterfeit medicines hMp://www.stuffworthsharing.com/medi-­‐plaza/ This  is  a  campaign  we  did  at  Boondoggle  for  the  Dutch  Ministry  of  Health  and  Welfare.  They  wanted  us  to  come  up  with  a  campaign  that  aimed  at   convincing  online  buyers  of  prescrip8on  drugs,  who  buy  via  illegal  channels,  of  the  dangers  of  counterfeit  medicines.  The  problem  is  they  are  convinced   they  know  what  their  doing  and  that  they  know  how  to  separate  fake  suppliers  from  real  ones.  So  we  hired  the  best  persuasion  designer  and  SEO  specialist,   build  a  highly  convincing  fake  web  shop,  boosted  its  google  ranking  and  let  10.000s  of  poten8al  buyers  experience  how  easy  it  is  to  fool  them  and  how   smart  online  criminals  actually  are. SUEAMSTERDAMmaandag 2 april 12
    • How to convince ignorant online buyers of the danger of online counterfeit medicines Mustafa Kemal Atatürk, the first president of Turkey wanted to make the country more modern by discouraging the wearing of a veil. Instead of simply banning the veil, which would incite anger among the people, he made a law that prostitutes had to wear the veil. “There is your environmental problem solved, by the way, guys: All convicted child molesters have to drive a Porsche Cayenne. hMp://www.youtube.com/watch?v=dkLcwHmnPV4 This  is  a  campaign  we  did  at  Boondoggle  for  the  Dutch  Ministry  of  Health  and  Welfare.  They  wanted  us  to  come  up  with  a  campaign  that  aimed  at   convincing  online  buyers  of  prescrip8on  drugs,  who  buy  via  illegal  channels,  of  the  dangers  of  counterfeit  medicines.  The  problem  is  they  are  convinced   they  know  what  their  doing  and  that  they  know  how  to  separate  fake  suppliers  from  real  ones.  So  we  hired  the  best  persuasion  designer  and  SEO  specialist,   build  a  highly  convincing  fake  web  shop,  boosted  its  google  ranking  and  let  10.000s  of  poten8al  buyers  experience  how  easy  it  is  to  fool  them  and  how   smart  online  criminals  actually  are. SUEAMSTERDAMmaandag 2 april 12
    • Three areas of inspiration every creative should get maniacal about So  to  round  up  this  talk,  I  want  to  inspire  you  with  three  area’s  of  research  you  ought  to  get  maniacal  about:  behavioral  economics,  persuasion  design  and   game  design.  I  want  to  share  with  you  some  sources  to  get  started  with. SUEAMSTERDAMmaandag 2 april 12
    • 1. Behavioral Economics "Help Save the Environment. Show your respect for nature by reusing towels” vs “75% of guests in this room participated in our towel reuse program” Improving  decisions  about  wealth,  health  and  happiness www.nudges.org Buy  the  book   Read  this  book.  It  will  change  your  way  of  thinking  in  a  radical  way. SUEAMSTERDAMmaandag 2 april 12
    • 2. Game Design hMp://codingconduct.cc/Don-­‐t-­‐Play-­‐Games-­‐With-­‐Me When  a  game  designer  looks  at  a  music  academy,   hMp://www.slideshare.net/dings/pawned-­‐gamifica8on-­‐and-­‐its-­‐discontents he  sees  a  broken  game  design. Compare  that  to  Guitar  Hero. hMp://www.youtube.com/watch?v=6Hafzkwdwho  (Dutch) The  best  possible  introduc8on  in  game  thinking  and  on  gamifica8on:  browse  through  the  brilliant  slideshares  by  Sebas8an  Deterding  (www.slideshare.net/ dings).  For  the  Dutch  amongst  you,  watch  this  provoca8ve  presenta8on  by  Willem-­‐Jan  Renger  from  the  Insitute  for  Applied  Game  design. SUEAMSTERDAMmaandag 2 april 12
    • 3. Persuasion Design How to get more tips? How to get more callers? How to reduce non-show up? And  this  book  is  a  great  introduc8on  to  persuasion  design.  50  remarkable  examples  on  how  small  interven8ons  in  how  you  do  the  thinks  you  do,  can  have  a   massive  impact  on  geing  a  yes,  or  on  geing  people  to  act. SUEAMSTERDAMmaandag 2 april 12
    • Stop playing the game of seducing Start to direct seductiveness I  want  to  leave  you  with  two  conclusions.  The  first  is  about  the  difference  between  seducing  and  seduc8veness.  The  best  seducers  in  real  life  don’t  try  to   seduce.  Instead  they  direct  their  seduc8veness,  in  order  for  people  to  get  curious  about  them.  Adver8sing  is  basically  a  bad  gameplay  of  the  seduc8on   game.  We  all  know  it  doesn’t  work,  but  we  insist  on  hiMng  at  the  girl.  Design  thinkers,  behavioral  economist,  persuasion  designers,  carefully  craj  the   seduc8veness  of  a  brand.  They  get  people  to  act  without  seducing  them  to. SUEAMSTERDAMmaandag 2 april 12
    • You are not advertising creatives you are creatives that design for behavioral change based on human understanding My  second  conclusion  is  that  you  should  rethink  your  role  as  a  crea8ve  who  is  going  to  work  in  this  industry.  It’s  a  bit  late  to  tell  you  this  at  the  end  of  your   master  study,  but  it’s  never  too  late  to  reinvent  yourself.  Your  job  is  to  use  your  crea8vity  to  get  people  to  act.  You  want  them  to  talk,  share,  enroll,  buy,   advocate,  etc...  that’s  a  way  more  tac8cal  game  than  just  adver8sing  an  idea  to  them. SUEAMSTERDAMmaandag 2 april 12
    • SUE AMSTERDAM @SUEAMSTERDAM HELLO@SUEAMSTERDAM.COM WWW.SUEAMSTERDAM.COM AUTHOR: TOM DE BRUYNE TOM@SUEAMSTERDAM.COM SUEAMSTERDAMmaandag 2 april 12