For all human history, mankind has looked for "innovative" new answers to new problems. We have conquered, constructed, created and made more and more to satisfy our needs. But this approach just can't last. It's just simply not the most sustainable or efficient way of problem-solving. Instead of looking outwards for the answers we believe it's time to look within. It's time to "innervate": to be more creative with the untapped psychological power of all that exists.

1. W E B I N A R S E R I E S

2. Hello!
Sam Tatam
Behavioural Strategy Director
Ogilvy Change
sam.tatam@ogilvy.com
Laurie Close
Head of Global Brand Partnerships
Ogilvy
Laurie.close@ogilvy.com
Daniel Bennett
Senior Behavioural Strategist
Ogilvy Change
Daniel.bennett@ogilvy.com

3. Tell us where you’re dialing in from!

4. Want this deck?
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the webinar on: slideshare.net/socialogilvy
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5. AN AGE OF
INNERVATION

7. I’m about to rewire your brain…

10. • Why Behavioural Science is more important now
than ever before
• Introduce a simple framework to help put
Behavioural Science at the heart of our thinking
• Some examples of Behavioural Science in action
for both social and commercial goals
• A New "Innervation" Process to develop
Human-centred Behavioural Interventions
What we’ll cover today:

11. Definition of INNOVATION
1.1: the introduction of something new
2.2: a new idea, method, or device

12. For all of human history
We have been looking
For the answers
Somewhere
out there

13. WE HAVE….

14. WE HAVE….

15. WE HAVE….

16. MORE & MORE &MORE

17. 300

18. 30

19. 3

20. This approach
just can’t last.

21. +29%

22. -40%

28. So rather than look
outside for the answers
We believe it’s time
to look within.

29. innervate
Verb in · ner · va · tion inéǹr vá– sḩen

30. A look within…

31. A bat and a ball cost $1.10 in total.
The bat costs $1.00 more than the ball.
How much does the ball cost?
1

32. Finished files are the result of years of scientific
study combined with the experience of years
2

33. Which square
is lighter?
3

34. Unavoidable answers…

35. ü 10 cents
ü Square B
ü 3 f’s

36. 5 cents
$0.05 + $1.05 = $1.10
$0.10 + $1.10 = $1.20
A bat and a ball cost $1.10 in total.
The bat costs $1.00 more than the ball.
How much does the ball cost?
1

37. Finished files are the result of years of scientific
study combined with the experience of years
2

38. Finished files are the result of years of scientific
study combined with the experience of years
2

39. 3

40. 3

41. 3

42. 3

43. 3

47. SYSTEM 1 SYSTEM 2
AUTOMATIC REFLECTIVE
Fast
Uncontrolled
Effortless
Emotional
Unconscious
Slow
Controlled
Effortful
Deductive
Self-aware

49. Behavioural
Science isn’t new

50. The codification of
Behavioural Science
is fueling innervation

51. M I N D S P A C E
MESSENGER NORMS DEFAULT SALIENCE PRIMING AFFECT COMMITMENT EGOINCENTIVES

52. M I N D S P A C E
MESSENGER NORMS DEFAULT SALIENCE PRIMING AFFECT COMMITMENT EGOINCENTIVES

53. M I N D S P A C E

54. M I N D S P A C E

55. MESSENGER
WE ARE HEAVILY INFLUENCED BY WHO COMMUNICATES THE INFORMATION

56. INCENTIVES
OUR RESPONSES TO (NON FINANCIAL) INCENTIVES ARE SHAPED BY
PREDICTABLE MENTAL SHORTCUTS
S C A R C I T Y L O S S A V E R S I O NA N C H O R I N G
W E P L A C E A H I G H E R
V A L U E O N T H I N G S
W E P E R C E I V E T O B E
I N L I M I T E D S U P P L Y
O U R P E R C E P T I O N S
C A N B E A N C H O R E D
B Y R E L A T I V E
C O M P A R I S O N S
L O S S E S A R E T W I C E
A S P O W E R F U L A S
G A I N S

57. NORMS
WE ARE STRONGLY INFLUENCED BY WHAT OTHERS DO

58. DEFAULTS
WE ‘GO WITH THE FLOW’ OF PRE-SET OPTIONS

59. SALIENCE
OUR ATTENTION IS DRAWN TO WHAT IS NOVEL AND SEEMS RELEVANT TO US

60. M I N D S P A C E
PART II
“more”

61. HOW WE’RE TURNING THESE
TOOLS INTO POWERFUL
INTERVENTIONS…

63. WH E R E WE A R E
ONE OF OUR OGILVY
CHANGE OFFICES
WHERE WE
HAVE WORKED

64. OUR PROCESS OF INNERVATION
64
B E I N G M O R E C R E A T I V E W I T H T H E
P S Y C H O L O G I C A L P O W E R O F A L L
T H A T E X I S T S .

65. OUR PROCESS OF INNERVATION
65
B E I N G M O R E C R E A T I V E W I T H T H E
P S Y C H O L O G I C A L P O W E R O F A L L
T H A T E X I S T S .

66. OUR PROCESS OF INNERVATION
66
B E I N G M O R E C R E A T I V E W I T H T H E
P S Y C H O L O G I C A L P O W E R O F A L L
T H A T E X I S T S .

67. OUR PROCESS OF INNERVATION
67
B E I N G M O R E C R E A T I V E W I T H T H E
P S Y C H O L O G I C A L P O W E R O F A L L
T H A T E X I S T S .

68. And finally, some
examples of our work…

69. EDM / Dynamic
Creative
Optimisation and
Validation
Environmental
Design,
Healfh & Safety
Shopper Choice
Architecture
Digital UX &
Choice
Architecture
Proposition
framing,
Call Centre
Scripting
Creative Ideation:
Facilitating ‘Big Idea’
development through
behaviourally-founded
creative ‘agitation’.
Behavioural Design
(packaging etc)
COUPONS CONTEXTS CAMPAIGNS

70. CHALLENGE
How can we get call
centres to reach higher
retention rates without
resorting to financial
incentives?

71. UNSEEN
OPPORTUNITY
Changing call centre scripts to
start with asking callers why
they signed up originally. This
primes them to think positively
of the service.
The increase in retention rates
will equal $1.94 million over
one year.

72. CHALLENGE
How could we increase
factory worker hand
hygiene?

73. UNSEEN
OPPORTUNITY
We reduced the number
of dirty hands by 63% with
our specially designed
‘hand stamp’.

74. CHALLENGE
How can we increase
perceptions of value for
KFC’s $1 Chip promotion
without changing the
product or price?

75. CHALLENGE

76. summaryOur challenge to you?

77. summary
Before looking out,
start within.

78. And, send us your nudges!
Nudgesinthewild@gmail.com

79. Want to keep in touch?
o-behave.tumblr.com

81. Sam Tatam
Behavioural Strategy Director
Ogilvy Change
sam.tatam@ogilvy.com
Daniel Bennett
Senior Behavioural Strategist
Ogilvy Change
Daniel.bennett@ogilvy.com

82. Questions?
Sam Tatam
Behavioural Strategy Director
Ogilvy Change
Laurie Close
Head of Global Brand Partnerships
Ogilvy
Daniel Bennett
Senior Behavioural Strategist
Ogilvy Change

83. Want this deck?
It will be available for download shortly after
the webinar on: slideshare.net/socialogilvy
Ogilvy staff: It’s also on The Market!
themarket.ogilvy.com
Are you on the go? You can join our webinars on mobile, too!
Download the GoToWebinar app from the App Store or Google Play