Download - Sam Tatam - Ogilvy
AN AGE OF INNERVATION
SAM TATAM BEHAVIOURAL STRATEGY
DIRECTOR
@S_TATAM
Definition of INNOVATION1.1: the introduction of something new2.2: a new idea, method, or device
WE HAVE CONQUERED
CONSTRUCTED
AND CREATED
MOREAND MOREAND MORE
300
30
3
THIS APPROACH JUST CAN’T LAST
+29%
-40%
SO RATHER THAN LOOK OUTSIDE FOR THE
ANSWERSWE BELIEVE IT’S TIME
TO LOOK WITHIN
innervateVerb in · ner · va · tion inéǹr vá– sḩen1.1: Being more creative with the psychological power that exists.
BEHAVIOURAL SCIENCE ISN’T NEW
THE CODIFICATION OF BEHAVIOURAL SCIENCE
IS FUELING INNERVATION
E A S T
TEASY SOCIAL ATTRACTIVE TIMELY
E A S T
TEASY SOCIAL ATTRACTIVE TIMELY
MESSENGER NORMS DEFAULT SALIENCE PRIMING AFFECT COMMITMENT EGOINCENTIVES
M I N D S P A C E
E A S TM I N D S P A C E
EASY SOCIAL ATTRACTIVE TIMELY
MESSENGER NORMS DEFAULT SALIENCE PRIMING AFFECT COMMITMENT EGOINCENTIVES
E A S TM I N D S P A C E
EASY SOCIAL ATTRACTIVE TIMELY
M I N D S P A C E
INNERVATION INSPIRATION IS ALL AROUND US
I
M I N D S P A C E
HOW MIGHT WE ENSURE THE
POTENTIAL LOSS OR SUNK
COST REMAINS EVIDENT?
N
M I N D S P A C E
WHAT MIGHT BE ADDED TO INDICATE THAT OTHERS HAVE CONDUCTED THE BEHAVIOUR?
WHAT MIGHT BE
TAKEN AWAY?
D
M I N D S P A C E
HOW MIGHT WE PAIR A TARGETED BEHAVIOUR WITH
ONE THAT IS NATURALLY
DESIRABLE?
S
M I N D S P A C E
HOW MIGHT WE CHUNK BY USING
NUMBERS COLOURS
HOW MIGHT WE PROVIDE VISUAL FEEDBACK AS PEOPLE GET CLOSER TO OUR DESIRED BEHAVIOUR
HOW MIGHT WE MAKE THE
INVISIBLE BARRIERS,
VISIBLE?
C
M I N D S P A C E
HOW MIGHT WE GIVE PEOPLE A USELESS ELEMENT SO THAT ARE COMMITTED TO FOLLOW THROUGH?
HOW MIGHT WE PROPOSITION OUR AUDIENCE IN A WAY THAT ELICITS OUR DESIRED
RESPONSE?
summaryINNERVATION IS MORE THAN
APPLICATION
NEOCLASSICALECONOMICS INNERVATIONBEHAVIOURAL
SCIENCE
GENUINE
LEATHER LIMITED STOCK
AVAILABLE
How can we tell people the benefits?
How might we tap-into their sense of loss through
scarcity?
NEOCLASSICALECONOMICS INNERVATIONBEHAVIOURAL
SCIENCE
GENUINE
LEATHER LIMITED STOCK
AVAILABLE YOU’VE BEEN
WATCHING IT
FOR: 14MINS!
How can we tell people the benefits?
How might we tap-into their sense of loss through
scarcity?
How might we ensure the potential loss or sunk cost
remains salient?
NEOCLASSICALECONOMICS INNERVATIONBEHAVIOURAL
SCIENCE
How can we tell people not to litter?
How might we communicate that most
people don’t litter?
NEOCLASSICALECONOMICS INNERVATIONBEHAVIOURAL
SCIENCE
How can we tell people not to litter?
How might we communicate that most
people don’t litter?
How might we make the behaviour of others more
salient?
NEOCLASSICALECONOMICS INNERVATIONBEHAVIOURAL
SCIENCE
NEOCLASSICALECONOMICS INNERVATIONBEHAVIOURAL
SCIENCE
How can we educate people on the danger of
germs?
How might we use a powerful messenger to
deliver our communications?
NEOCLASSICALECONOMICS INNERVATIONBEHAVIOURAL
SCIENCE
We reduced the number of dirty hands by 63% with our specially
designed ‘hand stamp’.
How can we educate people on the danger of
germs?
How might we use a powerful messenger to
deliver our communications?
summaryBEFORE YOU LOOK OUT
FOR AN INNOVATIVE SOLUTION.
START WITHIN.
summaryLET’S MAKE OUR FUTURE
INNOVATION, INNERVENTION
THANK YOU
@S_TATAM