The document discusses different ways to attract attention in the digital age. It suggests combining familiar concepts in unexpected ways can grab attention. Examples mentioned include oil paintings with movement, fame with anonymity, and a mileage tracker turned competition. The document also discusses using behavioral insights to motivate actions, such as through nudges, surveys, and addressing people's motivations. New technologies allow physical objects to be created from digital designs, connecting the digital and physical worlds in attention-grabbing ways. The key is using technology and imagination to explore new combinations that capture attention and influence behavior.

1. DIGITAL
AMMUNITION
IN THE BATTLE
FOR ATTENTION

2. I'm Steve Lloyd
co founder of icoEx

3. I’m here to talk partly
about attention.
!
Which I know I only
have a part share of.

5. Hunger is a hell of a
distraction so thanks
for noticing.

6. What did you notice?

7. or

8. Message and medium
are both important, but never
underestimate the power of persuasion.

9. So, getting noticed is becoming
increasingly difficult.

13. “Life changes more rapidly than ever.
It is up to us as designers to use
the methods we think are truest,
most up to date.”
Bruno Munari 1966

14. It’s hard to get people to notice,
so sometimes going large helps.

15. MAKING HAIR
REMOVAL FUN

16. How do you attract attention
on the high street?

18. Maybe just being noticed
isn’t enough.

19. In order to create a
desired action, we need
people to pay attention.

20. An approach to attention

21. Combining the familiar in a
way that’s unexpected.

22. That’s it, thanks for your
time, enjoy your lunch.

23. Combining the familiar in
a way that’s unexpected
AND creates something new.

27. When it works it’s a
powerful combination.

29. Something that locks into our
register of known, but in a
new way that creates friction
and interest in the viewer.

30. “There is no such thing as a new idea. It is
impossible. We simply take a lot of old ideas
and put them into a sort of mental
kaleidoscope. We give them a turn and they
make new and curious combinations.”
Mark Twain

31. New ideas ARE curious combinations.

32. Oil paintings + movement
!
Rob & Nick Carter

38. Fame + anonymity
!
Daft Punk

41. Mileometer + competition
!
Strava

43. and an example from us

44. THE TABLE
THAT CHAIRS A
MEETING

45. How do you draw attention to
important parts of a meeting in
an advertising agency?

46. A table + A brainstorm

48. A table + Democracy

51. A table + A clock

56. To move from attention to
action means addressing
people’s motivations.

57. An approach to
behaviour

58. Exploring the behavioural
nudge
!

59. Knowledge is power

61. Can a Post-it persuade?
!

62. Our survey says...
!

65. Priming
!

68. Behavioural motivation can be
used for good or ill.
!

72. A ROBOT THAT
CONFRONTS
MPS IN
PARLIAMENT

73. How do you get 16-25 years olds
to fill out a survey?

79. How could we use behavioural
knowledge to take this further?

80. We wanted users to feel important,
listened to and empowered.

81. Imagine you’re a teenager growing up
in Britain. How do you get those in
power to listen to your opinion?

91. Survey response rate exceeded
expectations and thousands of
teenagers took part.

92. Is our behaviour affected
by digital media?

93. An approach to digital media

94. How is digital media
changing our behaviour?

95. Maybe it affects those that use it the most;
my own curiosity means that I have a
reasonable range of digital distractions.

97. I suspect I’m not alone and statistically
we are all becoming more connected,
more reliant on digital.

98. Now that we are all used to having that
amazing computational power in our
pockets, do we become blasé to its
potential?

99. I’m less blasé because I’m old,
so what about you young folk?

100. I have guinea pigs at home
that I experiment on.

102. Seeing the world through their eyes
is a useful way to view digital.

103. They have been surrounded by
technology their whole lives.

109. A school project on the
Ancient Greeks
gets more interesting with an
element of digital.

114. Even a mothers day present has
digital potential.

118. All this led to the creation of
the geekiest object in the world.

119. Starting with WebGL
browser based software.

121. Louie used it to build a creeper.

123. He shared his creation
in an online marketplace.

125. Then sent it to be 3D printed.

127. And

128. It’s a case for an asthma inhaler.

130. Does this make it the geekiest object ever?

131. The geekiest
object in the
world?

133. One of the things I noticed was
the satisfaction of physically
holding a digital creation.

135. Also the continued attention
that 3D printing still gets.

138. +

139. Turning digital into physical

140. This has been a possibility for
over 30 years, it’s only now that
the tools are here.

142. MAKING MORE
OF THE
MUNDANE

143. How do you help get a
Christmas card noticed?

144. At a time of maximum corporate
communications there’s also an
onslaught of online chatter.

145. We made a connection between
this ephemeral communication
and the temporal nature of that
festive cliche, the snowflake.

147. 13:44:46 @shima0810
xxxxxxxxx #xmas

148. 18:17:49 @SwagIs Serious
What the fuck is in the bag!!!!!!!!!!!!!!!!!!!!!!
#xmas #surprise

161. There are now even more ways to
connect digital to the physical.

164. This is the most exciting time ever to
be involved in communication,
we can use these new technologies
and connections to create even more
attention grabbing stuff.

165. In order to capture attention and
affect behaviour we just need to
explore and combine two things.

166. Technology and Imagination

168. Thanks for your attention.

169. icoEx.co.uk
Interactive digital experiences
@weareicoEx