Podiumkunsten - Persuasion eats advertising for breakfast
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SUEAMSTERDAM pa EATS ADVERTISING FOR BREAKFAST THE REASON WHY Wednesday, May 30, 2012
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Mijn presentatie op congres podiumkunsten 2012.
Transcript of Podiumkunsten - Persuasion eats advertising for breakfast
SUEAMSTERDAM
p!"#$a#%&'EATS ADVERTISING FOR BREAKFAST
THE REASON WHY
Wednesday, May 30, 2012
Digital is a revolution in ($)%'g (!*a+%&$" not media.
SUEAMSTERDAM
Wednesday, May 30, 2012
We should be obsessed with one question: how do we t"%gg!" (!*a+%&$".
SUEAMSTERDAM
Wednesday, May 30, 2012
Let’s start with an a'!c,&t!
SUEAMSTERDAM
Wednesday, May 30, 2012
SUEAMSTERDAM
Design for -&", &. /&$t*: It’s called “keep the change”, not
“debet gold plus service”Design for (!*a+%&"a0 c*a'g!: triggering automatic saving behavior
Design for !xc%t!/!'t: People connect with the idea, recommend it and actuallystarted to follow their progress.
Wednesday, May 30, 2012
h"p://gabrielutasi.com/comic/2008/12/10/dear-‐bank-‐of-‐america-‐keep-‐the-‐change/
SUEAMSTERDAM
Wednesday, May 30, 2012
Advertising versus Behavioral
SUEAMSTERDAM
B!"a#$%&a' !c%(%)$c* Takes humans and their shortcuts, their routines,
their small neuroses and unconscious impulses and resistances as point of departure.
+,#!&t$*$(g Clings itself onto the naive conviction that
people will change their behavior as long as we communicate enough with them.
Wednesday, May 30, 2012
The best anti-smoking campaign is about manipulating the choice architecture
SUEAMSTERDAM
+,#!&t$*$(g Smoking kills
B!"a#$%&a' !c%(%)$c* Make smoking very expensive
Wednesday, May 30, 2012
SUEAMSTERDAM
1! #!,$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 $',!"#ta',
SUEAMSTERDAM
Wednesday, May 30, 2012
How to convince ignorant online buyers of the danger of online c&$'t!".!%t /!,%c%'!#
SUEAMSTERDAM
h"p://www.stuffworthsharing.com/medi-‐plaza/
Wednesday, May 30, 2012
All value is perceived value
SUEAMSTERDAM
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
SUEAMSTERDAM
Wednesday, May 30, 2012
SUEAMSTERDAM
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
SUEAMSTERDAM
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
SUEAMSTERDAM
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 #!,$ct%+!'!##
SUEAMSTERDAM
Wednesday, May 30, 2012
We are not advertising creatives, we are creatives that design for behavioral change
based on *$/a' $',!"#ta',%'g
SUEAMSTERDAM
Wednesday, May 30, 2012
