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p!"#$a#%&'EATS ADVERTISING FOR BREAKFAST
THE REASON WHY
Wednesday, May 30, 2012
Digital is a revolution in ($)%'g (!*a+%&$" not media.
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Wednesday, May 30, 2012
We should be obsessed with one question: how do we t"%gg!" (!*a+%&$".
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Wednesday, May 30, 2012
Let’s start with an a'!c,&t!
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Wednesday, May 30, 2012
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Design for -&", &. /&$t*: It’s called “keep the change”, not
“debet gold plus service”Design for (!*a+%&"a0 c*a'g!: triggering automatic saving behavior
Design for !xc%t!/!'t: People connect with the idea, recommend it and actuallystarted to follow their progress.
Wednesday, May 30, 2012
h"p://gabrielutasi.com/comic/2008/12/10/dear-‐bank-‐of-‐america-‐keep-‐the-‐change/
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Wednesday, May 30, 2012
Advertising versus Behavioral
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B!"a#$%&a' !c%(%)$c* Takes humans and their shortcuts, their routines,
their small neuroses and unconscious impulses and resistances as point of departure.
+,#!&t$*$(g Clings itself onto the naive conviction that
people will change their behavior as long as we communicate enough with them.
Wednesday, May 30, 2012
The best anti-smoking campaign is about manipulating the choice architecture
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+,#!&t$*$(g Smoking kills
B!"a#$%&a' !c%(%)$c* Make smoking very expensive
Wednesday, May 30, 2012
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1! #!,$ct%&' p"2j!ct 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)
Wednesday, May 30, 2012
Tell me and I will forget Show me and I may remember
Involve me and I will $',!"#ta',
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Wednesday, May 30, 2012
How to convince ignorant online buyers of the danger of online c&$'t!".!%t /!,%c%'!#
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h"p://www.stuffworthsharing.com/medi-‐plaza/
Wednesday, May 30, 2012
All value is perceived value
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h"p://www.youtube.com/watch?v=dkLcwHmnPV4
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.
Wednesday, May 30, 2012
Three areas of inspiration every creativeshould get /a'%aca0 about
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Wednesday, May 30, 2012
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Improving decisions about wealth, health and happinesswww.nudges.org
Buy the book
"Help Save the Environment. Show your respect for nature by reusing towels”
“75% of guests in this room participated in our towel reuse program”
vs
1. Behavioral Economics
Wednesday, May 30, 2012
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2. Game Design
h"p://codingconduct.cc/Don-‐t-‐Play-‐Games-‐With-‐Me
h"p://www.slideshare.net/dings/pawned-‐gamificaNon-‐and-‐its-‐discontents
h"p://www.youtube.com/watch?v=6Hafzkwdwho (Dutch)
When a game designer looks at a music academy, he sees a broken game design.Compare that to Guitar Hero.
Wednesday, May 30, 2012
Wednesday, May 30, 2012
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How to get more tips?How to get more callers?How to reduce non-show up?
3. Persuasion Design
Wednesday, May 30, 2012
Wednesday, May 30, 2012
Wednesday, May 30, 2012
Wednesday, May 30, 2012
Stop playing the game of seducingStart to direct #!,$ct%+!'!##
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Wednesday, May 30, 2012
We are not advertising creatives, we are creatives that design for behavioral change
based on *$/a' $',!"#ta',%'g
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Wednesday, May 30, 2012
SUE AMSTERDAM@SUEAMSTERDAM
HELLO@SUEAMSTERDAM.COMWWW.SUEAMSTERDAM.COM
AUTHOR: TOM DE BRUYNETOM@SUEAMSTERDAM.COM
SUEAMSTERDAMWednesday, May 30, 2012