The Age of Innervation

W E B I N A R S E R I E S

Hello!

Sam TatamBehavioural Strategy Director

Ogilvy Change

sam.tatam@ogilvy.com

Laurie CloseHead of Global Brand Partnerships

Ogilvy

Laurie.close@ogilvy.com

Daniel BennettSenior Behavioural Strategist

Ogilvy Change

Daniel.bennett@ogilvy.com

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 nudges!Nudgesinthewild@gmail.com

Want to keep in touch?

o-behave.tumblr.com

Sam TatamBehavioural Strategy Director

Ogilvy Change

sam.tatam@ogilvy.com

Daniel BennettSenior Behavioural Strategist

Ogilvy Change

Daniel.bennett@ogilvy.com

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