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Persuasion eats Advertising for breakfast


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A talk I gave at for the master students in advertising at the Willem De Koning Academy in Rotterdam. The presentation is a plead for rethinking the essence of the creative idea an how this will help young creatives to become highly successful.

Published in: Business, Technology

Persuasion eats Advertising for breakfast

  1. Persuasion eats advertising for breakfast The secret for becoming a highly successful creative @tomdebruyne Ro3erdam,  March  21th  2012Tuesday, March 20, 2012
  2. 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
  3. 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  And  I  think  this  tool  is  outdated.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
  4. 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
  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. 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
  6. 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
  7. 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
  8. 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
  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 Advertising 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  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
  10. 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
  11. How to convince online viagra buyers of the danger of counterfeits and the importance of the legal channel? 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
  12. 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. 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
  13. 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
  14. 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 Buy the book Read  this  book.  It  will  change  your  way  of  thinking  in  a  radical  way.  Tuesday, March 20, 2012
  15. Sebastian Deterding: “game design is not about fun. it’s about designing behavior and designing interesting choices” When a game designer looks at a music academy, he sees a broken game design. Compare that to Guitar Hero. (Dutch) The  best  possible  introducBon  in  game  thinking  and  on  gamificaBon:  browse  through  the  brilliant  shlideshares  by  SebasBan  Deterding   (  For  the  Dutch  amongst  you,  watch  this  provocaBve  presentaBon  by  Willem-­‐Jan  Renger  from  the  Insitute  for  Applied   Game  design.  Tuesday, March 20, 2012
  16. persuasion design How to get more tips? How to get more callers? How to reduce non-show up? 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
  17. 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
  18. 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
  19. 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
  20. /Persuasion eats advertising for breakfast The secret for becoming a highly successful creative @tomdebruyne Ro3erdam,  March  21th  2012Tuesday, March 20, 2012