Скачать или смотреть How to create advertising that actually changes behaviour

FCB’s Rita Doherty explains that there are two key principles that motivate behaviour change, namely; gut feel and ease. Whilst marketers will quickly agree that emotional connection is very important (in theory), most work (in practice) currently focuses on reasons to believe or persuasion. However, thanks to recent research into behavioural economics and neuroscience, the strategic focus is now finally shifting to ‘moving’ people, “...from a strategic perspective we are not de-emphasizing what you are, because that does remain important, but how you say things.”

Creatives have always understood this quite intuitively, and finally research about the brain and human nature is now aligned with that intuitive understanding. Doherty explains that these insights have created new levels of understanding, and in fact explain the success of some of FCB’s most iconic campaigns. Take Vodacom’s Mo the Meerkat for example. It really didn’t make much strategic sense at the time. However, in hindsight the secret to the campaign’s knockout success was the way in which the campaign moved the audience.

Commenting on the research findings and how the new way of thinking is being adopted by the marketing and advertising industry, Doherty says that “...it’s been very rewarding for us to see a big, respected agency like Wieden+Kennedy embracing this. I love the simplicity of their philosophy, which is ‘just move me’.” Going forward the focus is not only on finding the emotion in something, but on pushing that emotion right through into tangible moments that create memories. A laugh is always more powerful than a smile.