Ogilvy Consulting’s “The Annual” is the power of behavioural science applied, showcasing 10 projects worked on over the last year with a particular focus on interventions for brands, charities, non-profits and local governments supporting social outcomes to drive “good”.
Presented by the Behavioural Science Practice within Ogilvy Consulting London, you will discover the insight behind the interventions and how the power of behavioural science and creativity can be used to overcome the stickiest of challenges.
2. Welcome Dayoán Daumont
Consulting Partner
Ogilvy Consulting
Madeleine Croucher
Senior Consultant
Sam Tatam
Consulting Partner
Head of Behavioural
Science Practice
Mike Hughes
Consultant
Jordan Buck
Consultant
4. Do you want
this deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
And the recording up on
facebook.com/OgilvyConsulting
5. 01. Project title/client
and challenge
The Behavioural
Science
Annual.
A collection of social change initiatives for
brands, charities, non-profits and local
government
2018-2019
8. October 1, 2019 8
A public commitment
device!
An opportunity to
share our work
(for criticism or
admiration)
A platform for less
than perfect.
9. October 1, 2019 9
FOUNDATION OF BEHAVIOURAL SCIENCE
Fundamental to our way of working are our in-house expert
team of behavioural strategists. All of our work is rooted in
behavioural thinking and rigorous behavioural research
techniques.
CREATIVE THINKING
Built in the heart of one of the world’s most successful
creative networks, our strong creative culture means that our
services are bespoke, practical, and suitable for your context.
REAL WORLD ITERATION
Our team is focused on delivering growth for our clients. To
achieve this aim we use our creative and behavioural insights
to apply, iterate, and optimise.
HOW WE CREATE
UNSEEN OPPORTUNITIES
10. October 1, 2019 10
FOUNDATION OF BEHAVIOURAL SCIENCE
Fundamental to our way of working are our in-house expert
team of behavioural strategists. All of our work is rooted in
behavioural thinking and rigorous behavioural research
techniques.
CREATIVE THINKING
Built in the heart of one of the world’s most successful
creative networks, our strong creative culture means that our
services are bespoke, practical, and suitable for your context.
REAL WORLD ITERATION
Our team is focused on delivering growth for our clients. To
achieve this aim we use our creative and behavioural insights
to apply, iterate, and optimise.
HOW WE CREATE
UNSEEN OPPORTUNITIES
11. Organisational Transformation
Product Development
Service Optimisation
Communications Strategy
Finding unseen
opportunities across
four key disciplines…
CHANGE MANAGEMENT & READINESS
HUMAN CENTERED SAFETY
UNCONSCIOUS BIAS
COPY & CLAIM DEVELOPMENT
CAMPAIGN PLANNING
MESSAGE TESTING
PRODUCT DESIGN
PRICING STRATEGY
DIGITAL ENGAGEMENT
BEHAVIOURAL DESIGN
RETAIL DESIGN
12. Increasing donations from charity
envelopes by 17%
Inventing a new coffee cup
recycling bin to change consumer
behaviour
Increasing direct debit signs ups by 61%
through changing the way people
understand payment methods
Generating value for a ‘free’ service
through behavioural research. Achieved
record breaking sign ups
Getting young men to ‘ask twice’ to help a
friend in need. Achieved above target
behaviour change objectives
Increasing factory safety through new and
novel interventions
Recycling over 50 million ‘containers for
change’ in Queensland, Australia
Increasing charitable donations through
people watching online adverts
Applying research and user testing to
nudge people to act on debt advice
13. Increasing donations from charity
envelopes by 17%
Inventing a new coffee cup
recycling bin to change consumer
behaviour
Increasing direct debit signs ups by 61%
through changing the way people
understand payment methods
Generating value for a ‘free’ service
through behavioural research. Achieved
record breaking sign ups
Getting young men to ‘ask twice’ to help a
friend in need. Achieved above target
behaviour change objectives
Increasing factory safety through new and
novel interventions
Recycling over 50 million ‘containers for
change’ in Queensland, Australia
Increasing charitable donations through
people watching online adverts
Applying research and user testing to
nudge people to act on debt advice
20. Our ideas/interventions
COGNITIVE EASE
Signal it’s an appeal
LABOUR ILLUSION
Hand delivered stamp
SALIENCE
Draw attention to gift aid
AFFORDANCE CUES
Portrait orientation
SCARCITY
Drive urgency
COSTLY SIGNALLING
Thicker paper
90gsm -> 150gsm
On the back of the envelope
21. Our results
90gsm -> 150gsm
£ £
£0.34
£0.38 £0.39 £0.39 £0.40
£0.28
£0.18
£-
£0.05
£0.10
£0.15
£0.20
£0.25
£0.30
£0.35
£0.40
£0.45
Control Appeal Hand Delivered
Stamp
Thicker Paper Portrait Oreintation Urgency Salient Gift Aid
+ 13%+ 10% + 17%+ 14%
Amount raised from GA envelopes per envelope distributed
29. • By 2030, the UK is
predicted to throw away
a third more disposable
coffee cups.
• Less than 1 per cent of
disposable coffee cups
are currently recycled.
The scale of the problem
30. Our challenge
GET MORE PEOPLE
TO PUT THEIR
COFFEE CUPS IN THE
RIGHT BIN EVERY
TIME, WITH LESS
CONTAMINATION
31. We
identified
5 key
barriers
Lack of
recycling
bins & more
visibility of cups in
landfill bins
People
don’t see the
consequences
of contaminating
recycling
Convenience
beats good
intentions
Don’t
know how
to recycle them
People are
dubious of
recycling
processes
33. • FRAMING &
PRIMING
Prime a recycling
mindset over a
throw away mindset
In Store
“Disposable cup”
“Recyclable cup”
34. • COMMITMENT
Make people feel committed
to recycling before they’ve
done it
During use
• AFFECT &
PERSONIFICATION
Create an emotional
attachment
• COGNITIVE EASE
Make it universally
understandable
42. 42
“How do we reduce
organisational debt by
getting people to pay on
time?”
43. In Worcestershire County Council,
many people who receive social care
services at home are required to
contribute financially to their services.
However many invoices go unpaid,
resulting in debt for the council and
their services overall.
Our challenge:
How do we nudge users to pay on
time, by direct debit, by only
optimising the letters and invoices
they receive?
44. Three key behavioural barriers for our
audience to pay
Hard to process:
Clients can find it
hard to read the
design and fonts of
the letter
Information
overload
Unclear how to
make payments
Lack of
perceived
consequence
for lack of payment
45. Increase the
ease to
process the
information
Increase the
perceived
value of the
service
Increase the
perceived
consequences
Chunking
Labour illusion Loss aversion
46. How do we frame
direct debit
payments as the
most attractive
way to pay?
Asymmetric decoy:
47. October 1, 2019 47
If you’re problem could be
solved rationally.
You probably would have
solved it already.
Welcome to unseen
Opportunities.
The Effort Index – ordering the payment methods by
behaviours and effort required (through a rating system),
nudged users to the least effort (direct debit) option.
48. Ogilvy ConsultingPercentage of Direct Debit signups within each condition and phase
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
September October November
PERCENTAGEOFPEOPLEWHOSIGNEDUPTODIRECTDEBIT
PHASES
Condition 1 - Control Condition 2 - Increase Value Condition 3 - Increase consequence
Increased
direct debit
sign ups by
61% (p<.10)
compared to
the control.
49. Reducing the amount of ‘at risk’ debt for
Worcestershire County Council.
If we were to roll out our direct
debit intervention for the
domiciliary care service within
WCC, we could potentially see
a total benefit of
approximately:
*Calculated at 100 new service users per month. Average invoice value per customer calculated at £305.
Forecast calculated at 3.4% mean difference between people signing up to direct debit with Ogilvy’s direct
debit intervention, compared to the control. Final figure is calculated assuming 50% of cohort expected to
pay at invoice stage, 17% at the 1st reminder stage, and 3% at the 2nd reminder stage. Assumed each
individual is on book for a period of 15.7 months before service is cancelled. Individuals who signed up to
direct debit are invoiced once per month after signing up.
£70,000*over the next 12 months alone.
50. October 1, 2019
With the potential to be
rolled out nationally to all
councils within the Local
Government Association
And now…
63. Example:
Page 2: Stanley Knife. Glove Cut Level 5
1. If the person pictured in the photo has an accident using this tool,
what do you think are the chances they incur a serious injury to
thier hand?
0%
(no chance)
100%
(certain chance)
50%
(half chance)
67. Example:
Page 5: Hammer Glove Cut Level 5
Top Side
1. How much faster do you think the person in this video could hit with the
hammer whilst remaining at an appropriately low risk of injury?
0.5X
(half speed)
2X
(double speed)
1X
(same speed)