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Boefproof

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Boefproof

Using neuro marketing techniques to persuade eleven million smartphone users in the Netherlands to change the security setting on their device

Question: How can we get eleven million smartphone users in the Netherlands aware of a security setting on their device? And stimulate them to activate this function so that the device becomes worthless for smartphone thieves? As a joint effort the dutch government and telecom providers and manufacturers (KPN, Vodafone, T-mobile, Samsung) wanted to reach a rapid decline in street theft rates.
 
Solution:
We used digital storytelling, celebrity endorsement and social influence to create as much impact as possible within 2 weeks of campaigning. The ‘Crook Proof’ campaign had one clear message that everyone understands and remains stuck the brain: make your smart phone worthless to crooks today! In a short animation, we show you how simple you can ‘Crook Proof’ your smartphone within a few seconds! Minister Opstelten launched the campaign nationwide.
 

Using neuro marketing insights to evoke a change in behavior.

Insights: Changing behavior requires different skills than trying to sell a product to a target audience. When you want to change behavior there are a few things we have learned from neuro marketing.
 
Using the insights: The insights we used from a neuro marketing perpective where to evoke behavioral change through peer pressure. You set the standard through leading by example and this will stimulate people to follow you. We used persuasive communication techniques by using a celebrity endorsement. It is proven that the brain mechanism that sparks persuasion uses fame and expert power to affect your memory and attitude. And last but not least we tried to activate the mirror neurons in target audience brains by showing them what to do.
 
More info?
Eelko Lommers
Chantal Aarts on this project

What an impact! Over €500000 of PR value.

Within two weeks we reached over 60 million OTS’s (opportunity to see) with a total PR value of almost half a million euros. A result that makes us proud, because these are exactly the kind of numbers we needed to ensure that the street theft rates drop rapidly. The item got aired on national radio and tv and there was a lot of social buzz, so for us it was mission succeeded.
 
More info?
Eelko Lommers

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