Behavioral Science For Brands: Leveraging behavioral science in brand marketing. Interview: Kate Waters, director of client strategy at ITV, on how the AA, Zoe and Spotify use behavioral science
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Sep 12, 2024 Kate Waters, an ad agency founder, dives into the fascinating world of behavioral science in marketing. She highlights how the Automobile Association transformed its image into a 'fourth emergency service' through strategic language changes. The discussion also covers Spotify's unique features like Spotify Wrapped, showcasing how social influence shapes engagement. Waters emphasizes the critical balance between data-driven decisions and creativity, and shares insights on overcoming choice paralysis in digital platforms.
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British Heart Foundation Anti-Smoking Campaign
- The British Heart Foundation, a heart disease charity, was tasked with creating a campaign to deter smoking.
- The brief was simply "shock and awe", leading to a visceral ad campaign.
Visceral Imagery and Behavior Change
- Behavior change can be achieved by associating a negative visceral image with the undesired behavior.
- This insight was applied in the "fatty cigarette" ad campaign, which compared clogged arteries to a pizza.
AA Reframing
- The AA reframed itself as "the fourth emergency service" rather than roadside recovery.
- This reframing elevated their brand and potentially allowed for premium pricing.