Transcript of "Persuasion eats advertising for breakfast"
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 And we think this tool is outdated.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
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