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W E B I N A R S E R I E S
Hello!
Sam TatamBehavioural Strategy Director
Ogilvy Change
Laurie CloseHead of Global Brand Partnerships
Ogilvy
Daniel BennettSenior Behavioural Strategist
Ogilvy Change
Tell us where you’re dialing in from!
Want this deck?
It will be available for download shortly after the webinar on: slideshare.net/socialogilvy
Ogilvy staff: It’s also on The Market!themarket.ogilvy.com
Are you on the go? You can join our webinars on mobile, too!Download the GoToWebinar app from the App Store or Google Play
AN AGE OFINNERVATION
I’m about to rewire your brain…
• Why Behavioural Science is more important now than ever before
• Introduce a simple framework to help put Behavioural Science at the heart of our thinking
• Some examples of Behavioural Science in action for both social and commercial goals
• A New "Innervation" Process to develop Human-centred Behavioural Interventions
What we’ll cover today:
Definition of INNOVATION1.1: the introduction of something new2.2: anewidea,method,ordevice
For all of human history We have been looking For the answers
Somewhereout there
WE HAVE….
WE HAVE….
WE HAVE….
MORE &MORE &MORE
300
30
3
This approach just can’t last.
+29%
-40%
So rather than look outside for the answers
We believe it’s time to look within.
innervateVerb in · ner · va · tion inéǹr vá– sḩen
A look within…
A bat and a ball cost $1.10 in total. The bat costs $1.00 more than the ball.
How much does the ball cost?
1
Finished files are the result of years of scientific
study combined with the experience of years
2
Which square is lighter?
3
Unavoidable answers…
ü 10 cents
ü Square B
ü 3 f’s
5 cents $0.05 + $1.05 = $1.10$0.10 + $1.10 = $1.20
A bat and a ball cost $1.10 in total. The bat costs $1.00 more than the ball.
How much does the ball cost?
1
Finished files are the result of years of scientific
study combined with the experience of years
2
Finished files are the result of years of scientific
study combined with the experience of years
2
3
3
3
3
3
SYSTEM 1 SYSTEM 2
AUTOMATIC REFLECTIVE
FastUncontrolled
EffortlessEmotional
Unconscious
SlowControlledEffortful
DeductiveSelf-aware
BehaviouralScience isn’t new
The codification of Behavioural Science is fueling innervation
M I N D S P A C EMESSENGER NORMS DEFAULT SALIENCE PRIMING AFFECT COMMITMENT EGOINCENTIVES
M I N D S P A C EMESSENGER NORMS DEFAULT SALIENCE PRIMING AFFECT COMMITMENT EGOINCENTIVES
M I N D S P A C E
M I N D S P A C E
MESSENGERWE ARE HEAVILY INFLUENCED BY WHO COMMUNICATES THE INFORMATION
INCENTIVESOUR RESPONSES TO (NON FINANCIAL) INCENTIVES ARE SHAPED BY PREDICTABLE MENTAL SHORTCUTS
S C A R C I T Y L O S S A V E R S I O NA N C H O R I N GW E P L A C E A H I G H E R
V A L U E O N T H I N G S W E P E R C E I V E T O B E I N L I M I T E D S U P P L Y
O U R P E R C E P T I O N S C A N B E A N C H O R E D
B Y R E L A T I V E C O M P A R I S O N S
L O S S E S A R E T W I C E A S P O W E R F U L A S
G A I N S
NORMSWE ARE STRONGLY INFLUENCED BY WHAT OTHERS DO
DEFAULTSWE ‘GO WITH THE FLOW’ OF PRE-SET OPTIONS
SALIENCEOUR ATTENTION IS DRAWN TO WHAT IS NOVEL AND SEEMS RELEVANT TO US
M I N D S P A C E
PART II
“more”
HOW WE’RE TURNING THESE TOOLS INTO POWERFUL INTERVENTIONS…
W H E R E W E A R E
ONE OF OUR OGILVY CHANGE OFFICES
WHERE WE HAVE WORKED
OUR PROCESS OF INNERVATION
64
B E I N G M O R E C R E A T I V E W I T H T H E P S Y C H O L O G I C A L P O W E R O F A L L T H A T E X I S T S .
OUR PROCESS OF INNERVATION
65
B E I N G M O R E C R E A T I V E W I T H T H E P S Y C H O L O G I C A L P O W E R O F A L L T H A T E X I S T S .
OUR PROCESS OF INNERVATION
66
B E I N G M O R E C R E A T I V E W I T H T H E P S Y C H O L O G I C A L P O W E R O F A L L T H A T E X I S T S .
OUR PROCESS OF INNERVATION
67
B E I N G M O R E C R E A T I V E W I T H T H E P S Y C H O L O G I C A L P O W E R O F A L L T H A T E X I S T S .
And finally, some examples of our work…
EDM / Dynamic Creative
Optimisation and Validation
Environmental Design,
Healfh & SafetyShopper Choice
Architecture
Digital UX &Choice
Architecture
Proposition framing,
Call Centre Scripting
Creative Ideation:Facilitating ‘Big Idea’ development through behaviourally-founded
creative ‘agitation’.
Behavioural Design (packaging etc)
COUPONS CONTEXTS CAMPAIGNS
CHALLENGE
How can we get call centres to reach higher retention rates without resorting to financial
incentives?
UNSEEN OPPORTUNITY
Changing call centre scripts to start with asking callers why they signed up originally. This primes them to think positively
of the service.
The increase in retention rates will equal $1.94 million over
one year.
CHALLENGE
How could we increase factory worker hand
hygiene?
UNSEEN OPPORTUNITY
We reduced the number of dirty hands by 63% with
our specially designed ‘hand stamp’.
CHALLENGE
How can we increase perceptions of value for
KFC’s $1 Chip promotion without changing the
product or price?
CHALLENGE
summaryOur challenge to you?
summaryBefore looking out,
start within.
And, send us your [email protected]
Want to keep in touch?
o-behave.tumblr.com
Sam TatamBehavioural Strategy Director
Ogilvy Change
Daniel BennettSenior Behavioural Strategist
Ogilvy Change
Questions?
Sam TatamBehavioural Strategy Director
Ogilvy Change
Laurie CloseHead of Global Brand Partnerships
Ogilvy
Daniel BennettSenior Behavioural Strategist
Ogilvy Change
Want this deck?
It will be available for download shortly after the webinar on: slideshare.net/socialogilvy
Ogilvy staff: It’s also on The Market!themarket.ogilvy.com
Are you on the go? You can join our webinars on mobile, too!Download the GoToWebinar app from the App Store or Google Play
