Behavioural science gets creative

This article identifies four common ways that behavioural science can inform the creative process to deliver surprises that can fuel advertising campaigns.

Behavioural science gets creative

John BalzVML

Marketing has been slow to adopt behavioural science to inform the creative process – the ability to harness human behaviour to deliver surprises that can fuel advertising campaigns. John Balz of VML offers four paths to inspiration.

If behavioural science has a textbook case study, it would seem to be 'The Fun Theory'. Created for Volkswagen, the campaign nudged people into healthy behaviours through a series of outdoor installations, like subway station steps turned into a giant working piano. Videos of the installations generated more than 30 million YouTube...

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