1. THE REASON WHY
persuasion
EATS ADVERTISING FOR BREAKFAST
SUEAMSTERDAM
maandag 2 april 12

2. Digital is a revolution in buying behaviour
not media.
Our
previous
agency,
Boondoggle
Amsterdam,
became
interac8ve
agency
of
the
year
last
year.
We
got
the
reputa8on
for
being
an
interes8ng
new
school
kind
of
agency
that
gets
digital
and
that
gets
social
media.
Although
this
is
the
perfect
posi8on
to
be
in
these
days,
both
terms
really
bugger
us.
Because
digital
is
not
a
revolu8on
in
media,
it’s
a
revolu8on
in
buying
behavior.
Digital
is
the
new
opera8ng
system
of
the
world
and
people
who
are
tapped
into
digital
are
tapped
into
reviews,
ra8ngs,
opinions,
recommenda8ons,
word-­‐of-­‐mouth,
customer
excitement,
customer
hate,
etc...
SUEAMSTERDAM
maandag 2 april 12

3. We should be obsessed with one question:
how do we trigger behaviour.
Adver8sing
students
are
trained
to
come
up
with
crea8ve
communica8on
ideas.
Actually,
even
when
they
come
up
with
stuff
in
the
real
world,
they
s8ll
think
in
terms
of
communica8ng
a
brand
message.
Crea8ve
communica8on
is
just
one
tool.
And
we
think
this
tool
is
outdated.
There
are
far
more
interes8ng
and
impacGul
tools
for
crea8ve
people
to
use
to
trigger
behavioral
change.
We
want
to
talk
about
three
of
them
today.
We
hope
you
get
obsessive
in
learning
more
about
these
tools.
It
will
make
you
a
very
successful
crea8ve.
SUEAMSTERDAM
maandag 2 april 12

4. Let’s start with an anecdote
This
is
one
of
our
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
neuro8c
understanding
as
point
of
departure
and
designed
a
solu8on
around
it.
People
all
know
they
should
save
more,
but
they
can’t
seem
to
take
ac8on.
Keep
the
change
helps
them
to
save,
without
the
need
to
do
anything
about
it.
SUEAMSTERDAM
maandag 2 april 12

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
us
is
that
it
wasn’t
an
adver8sing
agency
that
came
up
with
this
idea.
It
was
IDEO,
an
innova8on
company
that
used
design
thinking
to
solve
a
problem,
that
no
communica8on
campaign
was
able
to
solve
in
the
past.What
this
campaign
did,
to
us,
was
to
look
at
a
briefing
from
a
behavioral
economics
perspec8ve,
in
stead
of
an
adver8sing
perspec8ve.
SUEAMSTERDAM
maandag 2 april 12

6. hMp://gabrielutasi.com/comic/2008/12/10/dear-­‐bank-­‐of-­‐america-­‐keep-­‐the-­‐change/
By
the
way:
A
great
service
design
doesn’t
necessarily
cover
up
for
the
public
outrage
that
the
financial
crisis
created.
SUEAMSTERDAM
maandag 2 april 12

7. Advertising versus Behavioral
Advertising Behavioral economics
Clings itself onto the naive conviction that Takes humans and their shortcuts, their routines,
people will change their behavior as long as their small neuroses and unconscious impulses and
we communicate enough with them. resistances as point of departure.
Ques8on:
Why
are
we
training
our
crea8ve
talents
on
making
crea8ve
communica8on,
while
the
real
impact
on
behavior
is
more
about
smart
interven8ons
in
the
choice
architecture
in
which
their
behavior
takes
place?
SUEAMSTERDAM
maandag 2 april 12

8. The seduction project 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)
This
is
a
project
we
did
at
Boondoggle
for
Hivos,
a
Dutch
NGO.
They
wanted
us
to
do
a
campaign
to
reduce
energy
waste.
In
2010
they
tried
the
adver8sing
route,
but
that
actually
backfired.
People
felt
insulted.
The
ad
says:
Hey
thanks
you
for
not
using
your
dry
cleaner”.
We
came
up
with
the
Seduc8on
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
beMer
choice
architecture
solu8ons.
SUEAMSTERDAM
maandag 2 april 12

9. Tell me and I will forget
Show me and I may remember
Involve me and I will understand
Crea8ves
that
need
to
trigger
actual
behavior,
need
to
rethink
their
approach.
We
are
numbed
by
such
an
excessive
level
of
communica8on
overload,
that
it
hardly
does
anything
anymore.
The
real
challenge
for
crea8ve
people
that
are
hired
to
solve
marke8ng
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.
SUEAMSTERDAM
maandag 2 april 12

10. How to convince ignorant online buyers of the danger of online counterfeit medicines
hMp://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
prescrip8on
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
poten8al
buyers
experience
how
easy
it
is
to
fool
them
and
how
smart
online
criminals
actually
are.
SUEAMSTERDAM
maandag 2 april 12

11. How to convince ignorant online buyers of the danger of online counterfeit medicines
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.
hMp://www.youtube.com/watch?v=dkLcwHmnPV4
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
prescrip8on
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
poten8al
buyers
experience
how
easy
it
is
to
fool
them
and
how
smart
online
criminals
actually
are.
SUEAMSTERDAM
maandag 2 april 12

12. 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.
SUEAMSTERDAM
maandag 2 april 12

13. 1. 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
www.nudges.org
Buy
the
book
Read
this
book.
It
will
change
your
way
of
thinking
in
a
radical
way.
SUEAMSTERDAM
maandag 2 april 12

14. 2. Game Design
hMp://codingconduct.cc/Don-­‐t-­‐Play-­‐Games-­‐With-­‐Me When
a
game
designer
looks
at
a
music
academy,
hMp://www.slideshare.net/dings/pawned-­‐gamifica8on-­‐and-­‐its-­‐discontents he
sees
a
broken
game
design.
Compare
that
to
Guitar
Hero.
hMp://www.youtube.com/watch?v=6Hafzkwdwho
(Dutch)
The
best
possible
introduc8on
in
game
thinking
and
on
gamifica8on:
browse
through
the
brilliant
slideshares
by
Sebas8an
Deterding
(www.slideshare.net/
dings).
For
the
Dutch
amongst
you,
watch
this
provoca8ve
presenta8on
by
Willem-­‐Jan
Renger
from
the
Insitute
for
Applied
Game
design.
SUEAMSTERDAM
maandag 2 april 12

15. 3. Persuasion Design
How to get more tips?
How to get more callers?
How to reduce non-show up?
And
this
book
is
a
great
introduc8on
to
persuasion
design.
50
remarkable
examples
on
how
small
interven8ons
in
how
you
do
the
thinks
you
do,
can
have
a
massive
impact
on
geing
a
yes,
or
on
geing
people
to
act.
SUEAMSTERDAM
maandag 2 april 12

16. Stop playing the game of seducing
Start to direct seductiveness
I
want
to
leave
you
with
two
conclusions.
The
first
is
about
the
difference
between
seducing
and
seduc8veness.
The
best
seducers
in
real
life
don’t
try
to
seduce.
Instead
they
direct
their
seduc8veness,
in
order
for
people
to
get
curious
about
them.
Adver8sing
is
basically
a
bad
gameplay
of
the
seduc8on
game.
We
all
know
it
doesn’t
work,
but
we
insist
on
hiMng
at
the
girl.
Design
thinkers,
behavioral
economist,
persuasion
designers,
carefully
craj
the
seduc8veness
of
a
brand.
They
get
people
to
act
without
seducing
them
to.
SUEAMSTERDAM
maandag 2 april 12

17. You are not advertising creatives you are
creatives that design for behavioral change
based on human understanding
My
second
conclusion
is
that
you
should
rethink
your
role
as
a
crea8ve
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
crea8vity
to
get
people
to
act.
You
want
them
to
talk,
share,
enroll,
buy,
advocate,
etc...
that’s
a
way
more
tac8cal
game
than
just
adver8sing
an
idea
to
them.
SUEAMSTERDAM
maandag 2 april 12

18. SUE AMSTERDAM
@SUEAMSTERDAM
HELLO@SUEAMSTERDAM.COM
WWW.SUEAMSTERDAM.COM
AUTHOR: TOM DE BRUYNE
TOM@SUEAMSTERDAM.COM
SUEAMSTERDAM
maandag 2 april 12