Rory Sutherland talks about using psychological solutions to reframe problems at TEDxAthens.
How to design behaviour change communications for a particularly hard to reach group, young social smokers. The Ontario Ministery of Health and BBDO used insights from the target group to guide communication. The key challenge of the brief: “how can we encourage people who don’t identify themselves as smokers, to quit smoking? This resulted in the ‘Quit The Denial’ campaign.
The campaign, which compares ‘social’ smoking behaviours to a range of unflattering and ridiculous activities (farting, earwax picking, etc.), aims to reframe smoking behaviours in the minds of the audience and wider community. It was mentioned by the CNN as this might be “the best public service announcement ever…”,
Rory Sutherland knows how to save marketing. A very good article published in Wired where he discusses important business and behaviour issues. The human is far less a rational calculating machine than a kind of anxious, moralising, herd-like, reciprocating, image-conscious, story-telling game theorist. While facing an influx of data presented to us in everyday situations, we adopt cognitive short-cuts.
#1 The mere availability effect – mental proximity
#2 Habituation and defaults – “If nothing bad happened last time, do what I did last time.”
#3 Social proof and contagion – herd heuristic
#4 To a game theorist customer loyalty is not irrational
His recommendation: It is not to the next Steve Jobs or Bill Gates that we should look for the next great revolution in economic life, but rather to thinkers such as Daniel Kahneman, Robert Kurzban, Dan Ariely, Robert Trivers, Gerd Gigerenzer, Timothy D Wilson and John Tooby.
A well told message from Scott Berkun about how the creative process works. Listen to yourself, independent of others. Keep Going, do it anyway. Because “Making Stuff” is all about sit there and do the work. That’s the challenge. Loved this, made me get back to work with my own ideas about design thinking and strategy.
Watch here the story of the Inverted Bike Shop http://vimeo.com/36258512. A unique approach to business.
Oreo ad ‘Whisper Fights’ shown during super bowl 2013. And the story continues online with great faux storytelling. For decades, consumers have been separating Oreo cookies from their cream… And then you get this.
Love to see what people can do with user generated content. This video really made me laugh.
Presentation by Griffin Farley, strategist BBH New York with two AXE cases to illustrate the story. Nice work.
Looks at answering what the role of a Digital Strategist is in an Advertising Agency. A relative of the Communications Planner, Strategic Planner and Account Planner, Digital Strategy concentrates on understanding the digital consumer, brand, media and creativity.
Looking at the core skills of Insight Mining, Communication Planning and Digital Metrics for success.
Thanks to Mark Pollard, Ana Andjelic, Mike Arauz and the many other Digital Strategists.
This is a presentation from the online course ‘Crash Course to Digital Strategy’ that you can sign up to on Skillshare for $20 http://skl.sh/VOj2ol. See on slideshare for more interesting presentations on Strategy and Ideas.
A great presentation “the conversation starts from within’ about remarkable communication. And that it has to be built into or around the product. It’s increasingly difficult to compensate average, undifferentiated products through remarkable communication. A new generation of brands built around remarkable new services. In different fields Tom Himpe gives inspiring examples.