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...