Persuasion eats Advertising for breakfast

Persuasion eats advertising for breakfast The secret for becoming a highly successful creative @tomdebruyne www.sueamsterdam.com Ro3erdam, March 21th 2012Tuesday, March 20, 2012

Digital is a revolution in buying behavior, not in media. Our previous agency, Boondoggle Amsterdam, became interacBve agency of the year last year. We got the reputaBon for being an interesBng new school kind of agency that gets digital and that gets social media. Although this is the perfect posiBon to be in these days, both terms really bugger us. Because digital is not a revoluBon in media, it’s a revoluBon in buying behavior. Digital is the new operaBng system of the world and people who are tapped into digital are tapped into reviews, raBngs, opinions, recommendaBons, word-‐of-‐mouth, customer excitement, customer hate, etc... Tuesday, March 20, 2012

We should be obsessed with one question: how do we trigger behavior? You, as adverBsing students are trained to come up with creaBve communicaBon ideas. Actually, even when you come up with stuﬀ in the real world, you sBll think in terms of communicaBng a brand message. CreaBve communicaBon is just one tool. And I think this tool is outdated. There are far more interesBng and impacPul tools for creaBve people to use to trigger behavioral change. I want to talk about three of them today. I hope you get obsessive in learning more about these tools. It will make you a very successful creaBve. Tuesday, March 20, 2012

LET’S START WITH AN ANECDOTE This is one of my 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 neuroBc understanding as point of departure and designed a soluBon around it. People all know they should save more, but they can’t seem to take acBon. Keep the change helps them to save, without the need to do anything about it. Tuesday, March 20, 2012

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 me is that it wasn’t an adverBsing agency that came up with this idea. It was IDEO, an innovaBon company that used design thinking to solve a problem, that no communicaBon campaign was able to solve in the past. What this campaign did, to me, was to look at a brieﬁng from a behavioral economics perspec0ve, in stead of an adver0sing perspec0ve. Tuesday, March 20, 2012

http://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.Tuesday, March 20, 2012

ADVERTISING VS BEHAVIORAL ECONOMICS Behavioral economics Advertising takes humans and their shortcuts, their routines, clings itself onto the naive conviction that their small neuroses and unconscious impulses and people will change their behavior as long as resistances as point of departure. we communicate enough with them. QuesBon: Why are we training our creaBve talents on making creaBve communicaBon, while the real impact on behavior is more about smart intervenBons in the choice architecture in which their behavior takes place?Tuesday, March 20, 2012

A NUDGE THAT AIMS to please A mind head device, THE TOILET LADY clipped onto the airplane entrance So let me explore behavioral economics thinking a bit further. This is a great example. In stead of communicaBng to men that they should aim be3er, this brilliant intervenBon nudges men to aim be3er. And I loved this nudge when I got into a Laoairlines plane last month. It didn’t need to say: “mind your head”. A more recent example is the redesign of ATM machines: in stead of reminding you not to forget your card, they now ﬁrst eject the card and only when you pulled it out, (most) ATM machines release the cash. Tuesday, March 20, 2012

THE SEDUCTION PROJECT for HIVOS: How to design energy efficient behavior in Holland? Given that Energy spillage here, causes natural disasters in the South Advertising idea (2010) Behavioral economics (2011-12) http://www.seductionproject.nl This is a project we did at Boondoggle for Hivos, a Dutch NGO. They wanted us to do a campaign to reduce the waste of energy. In 2010 they tried the adverBsing route, but that actually backﬁred. People felt insulted. The ad says: He thanks you for not using your dry cleaner”. We came up with the SeducBon 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 be3er choice architecture soluBonsTuesday, March 20, 2012

Tell me and I will forget Show me and I may remember Involve me and I’ll understand CreaBves that need to trigger actual behavior, need to rethink their approach. We are numbed by such an excessive level of communicaBon overload, that it hardly does anything anymore. The real challenge for creaBve people that are hired to solve markeBng 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. Tuesday, March 20, 2012

How to convince online viagra buyers of the danger of counterfeits and the importance of the legal channel? http://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 prescripBon 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 potenBal buyers experience how easy it is to fool them and how smart online criminals actually are. Tuesday, March 20, 2012

All value is nothing but 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. http://www.youtube.com/watch?v=dkLcwHmnPV4 Rory Sutherland, VP at Ogilvy -‐ one of the most lucid thinkers in adverBsing today -‐ has two brilliant Ted talks on behavioral economics. In one of them he talks about value. People need context to perceive value. That’s for instance why restaurant owners always put a cheap and a very expensive bo3le of wine on the menu, in order to nudge you towards the one in the mid-‐prize (overpriced) secBon. But you actually feel you’ve made the best choice. Tuesday, March 20, 2012

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. Tuesday, March 20, 2012

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. Tuesday, March 20, 2012

Sebastian Deterding: “game design is not about fun. it’s about designing behavior and designing interesting choices” http://codingconduct.cc/Don-t-Play-Games-With-Me When a game designer looks at a music academy, http://www.slideshare.net/dings/pawned-gamiﬁcation-and-its-discontents he sees a broken game design. Compare that to Guitar Hero. http://www.youtube.com/watch?v=6Hafzkwdwho (Dutch) The best possible introducBon in game thinking and on gamiﬁcaBon: browse through the brilliant shlideshares by SebasBan Deterding (www.slideshare.net/dings). For the Dutch amongst you, watch this provocaBve presentaBon by Willem-‐Jan Renger from the Insitute for Applied Game design. Tuesday, March 20, 2012

persuasion design How to get more tips? How to get more callers? How to reduce non-show up? www.amazon.com And this book is a great introducBon to persuasion design. 50 remarkable examples on how small intervenBons in how you do the thinks you do, can have a massive impact on gehng a yes, or on gehng people to act. Tuesday, March 20, 2012

Stop playing the game of seducing. Start to direct seductiveness. That’s a whole different game play I want to leave you with three conclusions. The first is about the difference between seducing and seducBveness. The best seducers in real life don’t try to seduce. Instead they direct their seducBveness, in order for people to get curious about them. AdverBsing is basically a bad gameplay of the seducBon game. We all know it doesn’t work, but we insist on hihng at the girl. Design thinkers, behavioral economist, persuasion designers, carefully crai the seducBveness of a brand. They get people to act without seducing them to. Tuesday, March 20, 2012

You’re not advertising creatives You’re creatives that take human understanding as point of departure and design for behavioral change My second conclusion is that you should rethink your role as a creaBve 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 creaBvity to get people to act. You want them to talk, share, enroll, buy, advocate, etc... that’s a way more tacBcal game than just adverBsing an idea to them. Tuesday, March 20, 2012

Shouldn’t this become essential to the curriculum of this Master Program? To quote Walter White (from Breaking Bad): “I’m just saying...”Tuesday, March 20, 2012

/Persuasion eats advertising for breakfast The secret for becoming a highly successful creative @tomdebruyne www.sueamsterdam.com Ro3erdam, March 21th 2012Tuesday, March 20, 2012

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Persuasion eats Advertising for breakfast

by Tom De Bruyne

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Persuasion eats Advertising for breakfast Presentation Transcript