Podiumkunsten - Persuasion eats advertising for breakfast

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Mijn presentatie op congres podiumkunsten 2012.

Mijn presentatie op congres podiumkunsten 2012.

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  • 1. THE REASON WHY persuasion EATS ADVERTISING FOR BREAKFAST SUEAMSTERDAMWednesday, May 30, 2012
  • 2. Digital is a revolution in buying behaviour not media.  SUEAMSTERDAMWednesday, May 30, 2012
  • 3. We should be obsessed with one question: how do we trigger behaviour. SUEAMSTERDAMWednesday, May 30, 2012
  • 4. Let’s start with an anecdote  SUEAMSTERDAMWednesday, May 30, 2012
  • 5. 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. SUEAMSTERDAMWednesday, May 30, 2012
  • 6. h"p://gabrielutasi.com/comic/2008/12/10/dear-­‐bank-­‐of-­‐america-­‐keep-­‐the-­‐change/ SUEAMSTERDAMWednesday, May 30, 2012
  • 7. 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. SUEAMSTERDAMWednesday, May 30, 2012
  • 8. The best anti-smoking campaign is about manipulating the choice architecture Advertising Smoking kills Behavioral economics Make smoking very expensive SUEAMSTERDAMWednesday, May 30, 2012
  • 9. 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) SUEAMSTERDAMWednesday, May 30, 2012
  • 10. Tell me and I will forget Show me and I may remember Involve me and I will understand SUEAMSTERDAMWednesday, May 30, 2012
  • 11. How to convince ignorant online buyers of the danger of online counterfeit medicines h"p://www.stuffworthsharing.com/medi-­‐plaza/ SUEAMSTERDAMWednesday, May 30, 2012
  • 12. All value is perceived value 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. h"p://www.youtube.com/watch?v=dkLcwHmnPV4 SUEAMSTERDAMWednesday, May 30, 2012
  • 13. Three areas of inspiration every creative should get maniacal about SUEAMSTERDAMWednesday, May 30, 2012
  • 14. 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   SUEAMSTERDAMWednesday, May 30, 2012
  • 15. 2. Game Design h"p://codingconduct.cc/Don-­‐t-­‐Play-­‐Games-­‐With-­‐Me When  a  game  designer  looks  at  a  music  academy,   h"p://www.slideshare.net/dings/pawned-­‐gamificaNon-­‐and-­‐its-­‐discontents he  sees  a  broken  game  design. Compare  that  to  Guitar  Hero. h"p://www.youtube.com/watch?v=6Hafzkwdwho  (Dutch) SUEAMSTERDAMWednesday, May 30, 2012
  • 16. Wednesday, May 30, 2012
  • 17. 3. Persuasion Design How to get more tips? How to get more callers? How to reduce non-show up? SUEAMSTERDAMWednesday, May 30, 2012
  • 18. Wednesday, May 30, 2012
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  • 21. Stop playing the game of seducing Start to direct seductiveness SUEAMSTERDAMWednesday, May 30, 2012
  • 22. We are not advertising creatives, we are creatives that design for behavioral change based on human understanding SUEAMSTERDAMWednesday, May 30, 2012
  • 23. SUE AMSTERDAM @SUEAMSTERDAM HELLO@SUEAMSTERDAM.COM WWW.SUEAMSTERDAM.COM AUTHOR: TOM DE BRUYNE TOM@SUEAMSTERDAM.COM SUEAMSTERDAMWednesday, May 30, 2012