Ideas

Truman Sessions showcase budding internal talent

Last Thursday we held another installment of our Truman Sessions, which provide chance for everyone at LBi to learn and share from each other while listening to ideas presented by some of the growing talent within the agency. For the speakers, it’s a chance for them to stand up, be recognised for their efforts and get the exposure of talking to a larger group.

This time, Stuart Cruickshank, Zanya Fahy, Fabrizio Cicero and Matthew Stafford took centre stage.

Bahar, Jon, Paul and Ray
Four of our ID team looking very happy to have their photo taken. From left to right: Bahar, Jon, Paul and Ray.

 

Zanya, one of our planners, took the brave decision to go up first. Her talk on digital trends was fascinating and she took us on a journey helping us to understand macro trends (such as how Google influence and change technology) to specific trends (such as Geo Relevance). She clearly knew her stuff and did a good job to present complex information in an easy to understand format.

 

Stuart, an experience architect, took the brief “what inspires you” and took us on a truly inspirational journey of not what but who inspires him. His family were the foundation for this presentation and he shared some very personal thoughts and learnings. Well done him for the time and effort put into delivering a presentation that really resonated with the audience.

 

It’s not often you see a tech guy stand in front of a big group and go off on tangents about the latest technology, or geeking out in some way. Fabrizio, a .Net developer, did such a good job of keeping the audience entertained that he didn’t know how good a job he did. His talk on from design to production was insightful and informative.

 

The last to take the centre stage mantel was Matt, one of the ‘creaticians’ (his words) in our business. He wanted the audience to understand what inspires him, and he talked about Howard Luck Gossage. That’s obviously David Ogilvy in the pic, but if Ogilvy can respect a guy like Gossage, then imagine how good the talk was.

 

And this is the result of taking inspiration from Gossage. Matt’s message of ‘inspiration’ was that he hated the video he showed to us and decided to smash the laptop to show his anger. Excellent.

smashed-notebook
“It’s okay to hate something as long as you change something” – Matthew Stafford

 

 

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Outperform Casanova

Every day I talk to clients about how digital solutions can be particularly good for nudging and exciting their customers. It’s all a bit like dating but without the Casanova ending.

seduction2

As was later the case with 20th century marketers, Casanova often repeated the same pattern in his pursuits. He would discover an attractive woman (customer) having trouble with a brutish or jealous lover (competitor brand). And then three acts would follow.

Act 1: The seducer ameliorates his lady’s difficulty. Act 2: She shows her gratitude, he seduces her, a short and exciting affair ensues. So far so good, but then comes… Act 3: The seducer gets bored and orchestrates a rapid exit. The end.

For Casanova, life was an open field of sexual opportunities without consequences. For the marketers, it was an open field of transactional opportunities without post-purchase responsibility.

Persuasion without information is as unsatisfactory as information without persuasion, but together they beget seduction.

The best thinkers in User-Centered Design have long claimed that information and persuasion are two opposite modes. Some content is labelled as persuasion or even manipulation, and is associated with advertising and marketing, while other content is understood to be information and therefore virtuous. But maybe persuasion and information are not mutually exclusive. Maybe we just need to re-write Act 3 so that persuasion + information = seductive strategies.

Here’s an example: a week before Valentine’s Day I went online to find something nice for the lady in my life. I tried my best to appear susceptive by freely giving away my personal details in the hope of attracting some targeted offers relevant to my needs. I entered competitions to romantic holiday destinations; I saved several virtual shopping baskets full of flowers and chocolate, and so on. I even returned to several websites, just to show how keen I was. But maybe I was too keen, as instead of tailored suggestions for romantic gifts all I got were the usual Viagra spams, dating and gambling adverts, and an offer to join a new gym.

Persuasion design is dead. Long live seduction design!

Seduction design is all about nudging and exciting the customer, rather than using an all-or-nothing strategy. The most elaborately designed experiences inspire people to adapt their behaviour and engage with new features and functionalities. In other words, the customers allow themselves to be seduced and buy into the proposition that the product or service is worth their time and money.

Designers, marketers, and creatives need to design for seduction as much as for aesthetic impact and usability. Methods of seduction can sell a genuine offer through the combination of motivational psychology and careful preparation. To convert this into a website, a mobile application, an email, or a banner, each element – graphic or verbal – must be given a seductive value that deepens into a suggestive relationship over time.

Had Casanova known that, I’m sure his romantici evenings would have ended happier both for him and his ladies.

Marcus Mustafa – Head of User Experience – twitter.com/dacrumb

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Friday fun #13

in-b-flat

Inspired by In B-Flat and MJ Advertising, we wanted to think up ideas for creating a simple web page containing only 1 or more YouTube videos. A low tech video experience.

With thought starters: Music, diary films, banking tips, energy savings and holidays on the cheap, we set about thinking up some ideas. 15 minutes later we’d got suggestions of Tree of Transparent Truth, Interlinked Stories, Maxi-shape Creator, Buzz Headroom, The Flying Click-its, Replace the Dialogue, Magnetic Poetry and Don’t Go There.

fri-youtube

This is worth checking out – an autoplay JavaScript version of B flat.

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