@tomdebruyne www.sueamsterdam.com
Ro3erdam, March 21th 2012
Persuasion eats advertising
for breakfastThe secret for becoming a highly successful creative
Tuesday, March 20, 2012
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...
Digital is a revolution in buying behavior,
not in media.
Tuesday, March 20, 2012
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 And I think this tool is outdated.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.
We should be o0essed with one question: how do we
trigger behavior?
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
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.
Design for behavioral change: triggering automatic saving behavior
Design for word of mouth: It’s called “keep the change”, not
“debet gold plus service”
Design for excitement: People connect with the idea, recommend it
and actuallystarted to follow their progress.
Tuesday, March 20, 2012
By the way: A great service design doesn’t necessarily cover up for the public outrage that the financial crisis created.
http://gabrielutasi.com/comic/2008/12/10/dear-bank-of-america-keep-the-change/
Tuesday, March 20, 2012
ADVERTISING VS BEHAVIORAL ECONOMICSB!"#v$%r#& !'%(%)$'*
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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 pleaseTHE TOILET LADY
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.
A mind head device,clipped onto the airplane entrance
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
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 soluBons
Advertising idea (2010) Behavioral economics (2011-12)
Tuesday, March 20, 2012
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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
http://www.youtube.com/watch?v=dkLcwHmnPV4
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All value is nothing but perceived value
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
1ree areas of inspirationevery 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
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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
http://www.slideshare.net/dings/pawned-gamification-and-its-discontents
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.
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Tuesday, March 20, 2012
persuasion design
www.$#5(%.2(#
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
Stop playing the game of seducing. Start to direct seductiveness.
1at’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 creativesYou’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 essentialto the curriculum of this Master Program?
To quote Walter White (from Breaking Bad): “I’m just saying...”
Tuesday, March 20, 2012
@tomdebruyne www.sueamsterdam.com
Ro3erdam, March 21th 2012
/Persuasion eats advertising
for breakfastThe secret for becoming a highly successful creative
Tuesday, March 20, 2012