captain spock is totally different he is reflective
reflective
he is controlled so you know what he he
he really knows what he's deciding
he likes effort and he knows that there
is no good decision that he is not taken
without an effort
he takes the time so he is slow he is
very cautious
he is explicit he follows rules so it's really
really
two totally different brains that you
have in your
in your brain if we go to next chart
maybe you'll be surprised
because in fact omer is making
much more decisions than captain spock
on a daily basis so we are the scientists
scientists
uh estimate that 95 percent
of our decisions daily are
taken by system one by omer simpsons so
that means that we work
all of us when we decide something when
we have a we decide to adopt
a be a certain behavior we are really
driven by our
emotions by cognitive shortcuts
and not by logic or by really deep
reflection so i
there is something which is great with
behavioral science
which is that we have tons of material
from the academic world so you have lots of
of
psychologists economists around the world
world
who have really done a lot of
experiments uh during the
the last 50 years so i will show you one
experiment which is very famous it's
called the ash experiment
so it's very vintage because it was done
in the in the 60s so it adds a bit of
charm to the video but i'll let you uh
look at the
the video you will see it's quite striking
striking
if you can play the video the ash
experiment is one of psychology's oldest
and most popular pieces of research the
volunteer is told that he's taking part
in a visual perception test
what he doesn't know is that the other
participants are actors
and he's the only person taking part in
the real test which is actually about
group conformity
the experiment you'll be taking part in
today involves the perception of line length
length
your task will be simply to look at the
line here on the left and indicate which
of the three lines on the right
is equal to it in length so for example
the actors have been told to match the wrong
wrong
lines the volunteer will be monitored
to see if he gives the correct answer or
if he goes along with the opinion of the group
group
and gives the wrong answer [Music]
[Music]
in the first test the correct answer is to
to
uh one one one
two one
once again the correct answer is two three
three
three three the ash experiment has been repeated
repeated
many times and the results have been uh
supported again and again
we will conform to the group again with
very social creatures
we're very much aware of what people
around us think
uh we want to be liked we don't want to
be seen to rock the boat so we will go
along with the group
even if we don't believe what people are saying
saying
we'll still go along one one
one why group dynamics is one of the
most powerful forces in human psychology
uh one one
so you see in that ash experiment
clearly it's not captain spock who is
answering it's over simpson
and omar simpson prefers to be he is
very social
he likes his friend and he prefers to go
with the group
rather than to believe its own rationality
rationality
so what we are doing and this is really
our job at uh at the the behavioral
science practice of
ogilvy what we try to do is to play with
all the biases the shortcuts that omer
is taking
to make decisions and to adopt beer behaviors
behaviors
again when you hear the academic world
they have numbered
175 175 biases
shortcuts that omer is taking to make
those decisions
and what we try to do is to play with
those biases
to inspire insights and strategies
and creative interventions that will
really have a big chance to
change behaviors on the next chart
we have a tool which is called which is
quite famous
so it's a cool which is called a tool
which is called mindspace
jaya and this is a tool that has been
developed but
by one of the very first uh
intervention agency which is called the bit
bit
so it's a british agency they are now
international and they are probably the
biggest agency in terms of behavior change
change
and they were developed when david
cameron who was
a young prime minister in the uh in the uk
uk
really embarked on on behavioral science
and he thought this could be a great way
to really improve the effectiveness
of the policies of the the british government
government
so we had the bit and each time he was
passing a law he had a problem to solve etc
etc
he was asking to the bit if they could come
come
with non-conventional solutions
interventions to help
on the effectiveness of the of the policies
policies
and those guys have developed a tool
which is it's not the only tool there
are lots of tools in behavioral science
but that one
is quite interesting when you are when
you are in the business of
applying behavioral science to real life problems
problems
and basically what this tool does is
that it's there is behind
each letter of mind space one
psychological level
and basically behind those no nine
psychological levels
you are the 175 uh biases and shortcuts
that are regrouped behind those those
nine levels
so each letters is one level
so messenger incentive norms default
salience priming affect commitment and ego
ego
and all of them are really at work
in action when uh when we are taking
uh taking decisions and what i will do
during this uh this presentation i will take
take
each letter of my space one after the other
other
and i will give you an example so that
you really understand
how this level uh works and how it can really
really
powerfully powerfully impact on our
actions and and behaviors so let's start
with the
m so m for messenger
and you all know placebo it's one
of the most incredible
proof of the power of behavioral science
so placebo it's a medicine
without without any active ingredients
in it did and we always use
in uh in research when we are
researching a new a new medicine we
always compare the medicine with
a placebo to really uh to really uh
avoid to to to be biased by the the
psychological effects of
getting a medicine what is interesting
and i'm pretty sure that you don't know
that number
is that more than 50 percent
of german general practitioners are
used to prescribe placebo to their patients
patients
so you have more than half of the german doctors
doctors
who regularly give to their patients who
tell them they are
sick they have an egg etc they give them
placebo to treat them
and in fact there are two particular
illnesses where placebos are great it's
when you are suffering from upset stomachs
stomachs
in in those cases 59
of the patients who are suffering from
an absence upset stomach
can be cured by your placebo so
everything is in the the head not in the
in the instant instead side or the or
the stomach
more important in the cases of depression
depression
we have realized that one third of the patients
patients
suffering from depression can be cured
with a placebo the placebo will be as effective
effective
as an antidepressant so it's really
it shows how much powerful the mind is
the power of the mind and and if
you give to to a placebo to a mercy son
it can be cured
and all that why because there is a
messenger effect
the messenger it's a doctor in a white coat
coat
and you believe the doctor knows a lot
about how your body works so if the
doctor gives you
a medicine even if it's a placebo you
are convinced
your homer simpson is convinced that he
that it will work
and then he will be cured so messenger
is really something very important in in
behavioral economics
we are heavily influenced by who communicates
communicates
the information to us and those guys
if you have the right messengers they
can really convince you
to adopt a new behavior let's go
to the eye which is called incentive
in cambodia half the population are
severely anemic
because their diet of fish and rice
iron deficiency is the cause of many
health problems and pregnancy complications
complications
like premature births and miscarriages
and even deaths
iron pills are available but are far too expensive
expensive
so we needed to find a cost-effective solution
solution
that's when we knew this had the power
to change it all
we worked out that cooking with a piece
of iron for 10 minutes
could provide a family with up to 75 of
their daily iron intake
the challenge was getting them to use it
they did but just not for cooking
so we had to dig deeper if we wanted to help
help
and we found this a cultural symbol of
and the community has embraced it
our team has been going out educating
promoting and encouraging more families
and the results have been life-changing
after only nine months of regular
medical trials and testing
we have seen a 50 drop in iron deficiencies
deficiencies
and helped 54 800 people
feel healthier and happier the best part is
is
this is a sustainable solution made from
recycled material that undergoes strict
quality control tests
hand made and packaged by the local
community the project provides
hundreds of jobs along the way recently
received the stamp of approval from
former u.s president bill clinton
the lucky iron fish is now a registered
company for good
giving us the power to help millions of
families around the world
so there is here we are talking about incentives
incentives
and incentives it's a it's an obvious
lever to uh to convince
uh omer to uh to adopt a behavior
so incentive basically is that we are influenced
influenced
by the gains or the loss
that are associated with uh with a
certain behavior
but what is interesting is that the
perception of the gain
or the perception of the loss is very different
different
for romer simpsons and you can really
maximize the perception of the
uh of the game to all the perception
of the loss in in some cases to really drive
drive
omer to take to take decisions here it's
it's a very nice example you give
an iron ingot in got to to families
they will not use it they will use it
maybe once twice but they will not use it
it
on the long term why because it's the
same benefit at the end of the day it's
really providing
iron uh supplements to the family and
and they know that the family
needs iron and suffers from iron deficiencies
deficiencies
but it's not enough it's just rational
and and it doesn't
really stick in the in the brain when
you do
you form the ingot in in the shape of a
lucky fish so a fish which is really bringing
bringing
luck to the family suddenly everything connects
connects
and and you each time that the mothers
is cooking with the uh the lucky iron fish
fish
she thinks she is really bringing good
luck to the whole family
and and and the the shape of the uh of
the ingot is
really even if it's it seems quite anecdotal
anecdotal
in fact it makes all the difference between
between
using a an iron ingot once or twice a week
week
or using it every day so
you you you need to to play with
incentives and
when we really maximize the perceptions
of the
of the wind it's really a way to to to
make homer adopt the behavior
one quick word on on losses
in fact as human beings we love to win
but we ate much more to lose something
in fact when you talk to scientists
they have estimated that you hate to lose
lose
twice as much as you love to win
so in for for instance it's the same
thing to
to lose one dollar or to win two dollars
to gain two dollars
and so making people think that they can
lose something by not adopting a behavior
behavior
can be quite powerful and this is
something that we work
the next letter is n like norms
like social norms so remember the video
that we just watched
the power of what
the others around us are doing we are like
like
uh ships we conform to the uh to the group
group
we hate to uh to be different from the
rest of the group
we are social animals we are really uh
very influenced by what the others do so
each time
you can really work on uh
really showing that there is a a habit
which has been
formed in the population each time you can
can
tell to people other people like you are
doing that thing or that other thing
it's quite powerful
to uh bring uh people to adopt new
new behaviors so this is why you all
often see in uh in some
advertising campaigns uh 85 percent of
the people have already done that
it's why it's so important at the moment
while we are
uh starting to vaccinate against kovid
to show that you have big numbers of
people who have
accept agreed to be vaccinated and every
everything is uh is safe and they are
happy so this is very important because
way to convince people to adopt a new behavior
so let's go to the next letter which is d
d
d for default and again let's start with
okay
oh
this simple innovation got featured in
over 17 newspapers
it generated a reach of 4.3 million on twitter
twitter and 3.2 million on facebook
in just four days this led to a huge
demand for the chalk sticks from schools
and ngos its good grade safety
certification got us our biggest prize
akshay patra the world's largest
provider of school
mythic meals approached us to distribute
these talks to more than a million children
children
every day we are now working
hand-in-hand with schools and ngos
to provide these chalk sticks for free
kids health will now be
sorry was there a problem with the sound
yes i think at least in france yes
so i don't know if it was the same in
nepal but i suppose
so but it's not about i will explain
so basically there is a big problem and
then this is a case
from our ogilvy cousins in india
the problem with kids is that they wash
their hands
before to uh to have uh to have lunch
but they don't use soap it's not in the
habit and
and of course if you don't use soap you
don't kill all the bacteria that you
have on the
on the hands and and it can and it can cause
cause
illnesses later so
what we did it's to
put soap in choc stick
so the kids are using the chopstick in
the uh
in the course of the morning when they
are studying etc
and when they are going to wash their
hands with water
they have lots of dust of chalk but they
have also powder of soap
and so when they wash their hands automatically
automatically
by default they are using soap and
and so we kill all the bacterias that
are responsible for gastrointestinal
intestinal illnesses so this
is a great illustration
of the default level which is
in fact we go with the flow when
something is preset
when something is already almost decided
you just adopt the behavior that is that is
is
done by default and you don't think you don't
don't
you adopt the behavior and this is very powerful
powerful
because it's something where
when you have almost a hundred percent
success rate
so you you go to a school you give the
chopsticks to the uh to the children
probably before the chopsticks you have
maybe five percent of the kids
who are washing their hands with with
soap at the end of the
intervention you have hundred percent of
the kids every day
that are washing their who are washing
their hands with with soap
so this is very powerful this is a lever
that we use
usually in in organ donation
and it's very powerful lever it's not
easy to use
because it's quite rare the occasions
the opportunities when we can
really use a default lever but when you can
can
it's very effective next letter
is s and s is for
saliency and it's it's another
very basic thing again we are talking to
omar simpson
so omer simpson when he sees something
around him
he changes behaviors for example he sees
that there are
lots of red posters of coca-cola around him
him
he goes to a cafe they are again red
are there no umbrellas there are
ashtrays everything is red
and it goes to the to the to the guy and
he's asking for a coke
so according to what you noticed around
you it can really shape your
uh your behaviors quite powerfully
here it's a very nice example from nivea
in in brazil and it's about sunscreen so
they have
they try to really educate people uh
to uh uh to put more sunscreen and and to
to
really try to pay attention to the the
damage of
sun especially on the on the kids the
big problem
that we have is that when you want to
tell someone
to put sunscreen more on some sun cream
on or on the kids
it's difficult because in fact you
realize too late
that your kid has been has been burned
so they
produce those little dolls so boys and
girls of course
and the door is used by the
to play on the beach but it has a
specific property
is that it gets burned live
so when he has too much sun he turns red
so you realize at the right moment
when you need to stop going to the sun
or put sunscreen and
and this is very very uh very very effective
effective
because in fact when you see something
suddenly you react
so it's a powerful example of how to use
salience to really drive people
to take a new behavior so science is
very basic level but it's quite a
powerful one
so we need to see to to understand to
find solutions to find ideas
how can i make my brand my product my
the behavior i want people to adopt more
salient in their life
it needs to be more relevant more
noticeable it needs really to stand out
from the crowd and then suddenly you
have much more
chances that your citizens or your
the next letter is p for priming
and priming it's something that
you remember omer sometimes he takes
decisions he doesn't
even realize why the reason why he took
the the decision so sometimes
the process is totally unconscious this
is a famous
academic examples of what priming can be
you take a jail and it's
a military jail
in uh in the u.s so with people who are
really tough guys
you repaint the jail you paint it in a
very particular pink which is famous
it's called the baker miller pink and
baker and millers
are psychologists and it's a pink
that really softens the ambience
it makes people feel nicer to to
each to each other more generous etc
and they proved by repainting the jail
that they had much less incidents
than before so it's a real impact
on the the psychology of the of the of the
the
prisoners another example you play in a supermarket
supermarket
french music people will buy french wines
wines
also because they are the best ones in
the world but if you play
the day after you play german music people
people
will start to buy german wines and when
we ask them
why did you buy this brand of german
wine they don't know
so really unconscious can be quite
effective it's more complicated to uh to
use because it's really if i you
you you need to have a good knowledge of
how the brand work
the brain works to really play with
unconscious cues
but it can be effective remember
loves emotion and and he's he tends to take
take
decisions really just based on emotional
emotional reactions you put
the smell of a donut around and
for sure omer will will go straight to
the bakery
and he will and he will ask for a dozen
of donuts
so this is an example that we uh
did with uh with nestle and it's a moment
moment
in there is a moment in uh in uh
people's life which is very very important
important
it's when you are between two and four
and five
and you are discovering for the first time
time
the taste of vegetables if you start to like
like
carrots cauliflower broccolis etc
at that age you will like and
love those vegetables for your life and
you will be really a great vegetable
eater if you don't acquire that that taste
taste
probably it will also last for your life
so you will never be
a great vegetable lover and you will
tend to eat the uh
not to benefit from all the nutritional
benefits of the
vegetables so it's very important at
that age to invest a bit of
money and a bit of time and the other
thing that we know
is that if you succeed
in making your kid trying between seven
and ten times
a new ingredient a new vegetable you
know that at the end of the day
he will like the taste he will recognize
it he will admit it
and it will be and the the battle will
be uh will be one
but sometimes it's difficult to present
to a kid
seven times on her in one week
the same vegetable that he really uh
doesn't lie
so we invented those plates that we call
story plates
for instance on the other bottom right
uh it's there is a special plate for
cauliflowers it's not anymore so it's uh
there is a 3d decor and it's uh in the
shape of a plane and it's blue like the sky
sky
and so suddenly the cauliflowers are not
cauliflowers anymore they are clouds
and if the kid doesn't eat the clouds
it will be very complicated for the
pilot of the plane to find his way
so you can and so those plates were coming
coming
with lots of stories so that parents can use
use
to really play with the emotions of the
kid and suddenly
the kid will be uh tended to
to to to eat to try and to like
much more the vegetables just because
emotionally speaking
it will be much more rewarding exciting
entertaining for
for him so affect is he is a powerful
lever too
we are coming to the last two letters of
mind space
the next one is commitment and we'll
now if you're heading to the pacific
island of palau you'll be signing up to
a new pledge
human impact on earth's environment is
one of the biggest challenges facing the
world today
the small island nation of palau was
feeling these impacts acutely
tourists were damaging reefs littering
oceans and poaching protected species
but how could a small local population
with limited resources
police the high volume of visitors what
if we made the tourists police themselves
themselves
introducing the palau pledge the first
of its kind
immigration policy for good all visitors
now need to sign an environmental pledge
to gain admittance into polar stamped
into the passport of international arrivals
arrivals
the pledge is a formal promise to polaus children
children
children of palau i take this pledge
preserve and protect
your beautiful and unique island home to
implement this policy
government the tourist industry and
citizens were brought together
a new visa entry stand was designed and
issued in multiple languages
and immigration laws would permanently
change the job that comes with the pledge
pledge
is the recognition that hey i can make a difference
difference
but we didn't stop at the passport staff
we redesigned the tourism experience
via a website an in-flight film a
passport insert
local education business accreditation signage
signage
penalties and collateral launched at the un
un
the palau pledge has been phrased by
international leaders and groups
influencers helped inspire people to
take the pledge online
and solidarity was below are you already
seeing tourists behaving
differently the awareness level is very high
high
leonardo dicaprio has been quick to
endorse the pledge
the reaction on social media has been widespread
widespread
the palau pledge has raised global
awareness of the responsibility this
generation has
for the next but its biggest impact is
local intellect
i hope my children can see the beautiful place
place
denver you're mute i don't know we
cannot hear you
yeah so yeah it's
a beautiful very creative example of the
uh of the power of commitment
it's very simple you know you you sign
a commitment officially
uh when you are entering the country
for sure you will try everything you can
to respect your commitment you you you don't
don't
try to to to betray your uh your commitment
commitment
and it's very uh it's very powerful
especially when it's done
so beautifully as uh as in pulau
and the last letter it's uh e4 for ego
it's another very powerful way to uh
to make homer adopt nice behaviors and
look at this
funny example from from china [Music]
[Music]
separating your trash for recycling it's
a simple task really
yet people in china are doing it all
wrong even after 20 years of public campaigns
campaigns
clearly something isn't working let's
maybe if we split the trash into more
bins people would know where to throw what
that doesn't look like or food
yep still not working if you won't sort
out the trash
let the trash sort you out [Music]
[Music]
meet the iq trash cans think yourself a genius
genius
you know what to do all just a regular person
person
well at least you're civilized wanna be
seen as an idiot
hey no one's stopping you [Music]
let's see how that worked out
people thought pretty highly of
themselves didn't they
this experiment was shared online to get
the conversation started
one simple change to our recycling bins
that was
all it took to do what 20 years of
public campaigning couldn't
so very simple illustration that uh
you want to show a good image of
yourself in front of
everyone and this is a powerful lever to
uh to really uh
make you change your your habits and now
i'm going to to
to show you a last video so it's a case study
study
uh that we uh our cousins of sao paulo
in brazil
uh did a few years ago
it's an organic donation which is quite
a sensitive
subject and it's really very difficult
to uh
to change the habits in terms of organ donation
donation
but this is a beautiful idea and and you
will see
i will explain to you how the the
multiple use of different levels
is really very very powerful [Applause]
[Applause] [Music]
okay [Applause]
[Applause] foreign
foreign [Music]
there's [Music]
[Music] um
so it's a beautiful emotional example
that was
really incredibly uh effective in uh
in brazil but when you take a behavior
psychology lens on the uh on the case
it's not uh by chance that they were so effective
effective
in fact they used almost all the levels
of mind space
messengers they used the uh the
football club players to really convince
with power about the fans to give their their
their
their organs incentive there was and you
see in the video
it was such a powerful incentive i can
stay fan of recife
even after i am dead uh and it's very
powerful and it's also
convincing that getting more and more
supporters to uh to recife because even the
the
supporters of competitive competitive
clubs can be
now can be transformed into a recipe supporter
supporter
norms you saw people saw more and more
of the fans
really be becoming organ donate donors
and so it was a another layer to
convince people to uh
to to donate their organs salience
we don't speak a lot about organ
donation in our lives and this is by the
way one of the problems of organ donation
donation
suddenly it's the big topic of
conversations it's everywhere
you cannot escape it affect when you see
mrs josinas
wearing the new jersey of recife when
you see
mrs josina's sons who is really into tears
tears
of course your emotions are really heavily
heavily
uh used to convince people to to be an
organ donor
commitment is very very important as
they say in the video
the family authorization is almost is
always the biggest
barrier you have to fight against when
you are
dealing with organ donation here there
is no more
barrier because the or the family knows
what the the the person wants to do they
have their cards
they know that they are organ donors and
last but not least ego
you cannot be a serious a good
recife football club fan if you are not
an organ donor
so it's really the the combination of
all those levels
that really make the uh the
interventions a huge success
and i think it's one of the uh the best case
case
in applied behavior behavioral psychology
psychology
you can you can find around so this is
what i wanted to uh
to tell you uh today sorry i was a bit
longer than expected so thanks a lot for your
your
for your attention i hope you discovered
a bit more about the power the
incredible power
of behavioral psychology behavioral science
science
and you have probably
seen that there is one common point to
all the cases i show it to you
it's not just that there is behavioral
science behind it but there is
lots of creativity also behind it and i
really believe that the combination of
the power
of science and the power of creativity
is the best combination
to have successful effective
interventions to uh to make people
and i'm welcoming your questions i hope
you have lots of questions
because the conversation is important
thank you uh benoit for your lovely
session sharing your thoughts on the
power of behavior science where
uh you spoke and explained
us the concept of mind space right
with the relevant examples from
different part of the world
uh it was very insightful for myself and
i'm sure
it was you know like always helpful for
all of us
here today in the season uh
i'm sure there will be questions uh
we'll be looking out for that
but in the meantime you know like i take
the privilege of asking you a first
question and let me you know like kind
of ask you
uh a personal question you know because
yeah i've been you know like quite fascinated
fascinated
with what you have achieved in last
three decades
you know in this professions therefore uh
uh
i've been inspired by a carrier
therefore where you transform yourself
from being an
advertising expert you know like to now
the behavior
science constant and as a veteran of
ogilvy paris
working in industry for three decades
now can you please share
with us about the earlier carrier in advertising
advertising
how did you start and where what were
the learnings which inspire you to
um i think it's quite uh
it's quite easy to answer to you it's
the passion of ideas that uh
really animated me during all my career
i was
lucky because when i started my career
30 years ago
i started to work on a brand which is
probably the most beautiful french brand
you can
work on dream to work on when you are an
advertiser it's peri
so the famous mineral water brand and
i i was really a lucky guy because
the first campaign i i was
i worked on with uh on perry it won the
grand prix
in cam it was the the lion commercial
which is still very famous
in in france and i hope in in other countries
countries
and in fact it's it gave me the love
of both strategy and creative ideas
and i think this is really something
that animates me since the start
i i really genuinely do my
uh my work every day
to try to find the best relevant
intelligent and creative ideas that can
really have
an impact on on people's life and uh
and i think this is what a good
advertiser should uh should look for
and then when you try to find the best
ideas and when you are more on the
the strategic side of the of the of the business
business
your contribution to a great idea is to find
find
strategic and goals that are a bit fresh
a bit new
surprising but which really makes a lot
of sense for
consumers or or or citizens
and for that you need to be curious you
need to read you need to
look at other communications etc to uh
and and its curiosity led me to
behavioral science because i thought wow
first this is fascinating and there is a
lot of
interesting things to uh to discover but second
second
there is lots of material here to come
up with
very interesting strategies and
strategies that are really not only
fresh and surprising and new but they
are they could be
really very intelligent
to reach more effectiveness in what we do
very nice uh let me also till the time
we do not get
another uh you know like question from
the audience
i have a second question for between
then i will leave it to you
okay as you know that i also run an
agency group based in kathmandu vendor
and as i study your carrier i see that
you have hated ogilby paris as a
managing director
for almost a decade and during the
process under your
leadership you've also won numerous prestigious
prestigious
global awards including khan's lions
and manners to your like make yourself
the top 10 creative agencies in the world
world
i want to know a secret you know what
are the ingredients that helps you to
make yourself a successful agency aid
as it can be quite challenging at times
especially during uh times like this you
know like
copied as you have to inspire both your
team and manage your portfolio clients
at the same time
as head of agency business how do you
balance between client your agency team
and your life
are there anything that you that put you
awake at night
okay so there are lots of questions in
the in one question but
uh let's start with the uh the beginning
of your of your question i think the
most important when you are
managing an agency is to have a great
great creative partner it's really a
team which is
running an agency and i i've always
seen successful agencies at the top of
the agency
you have already always a kind of team
of a creative guy your business strategy
guy and they are running the the agency together
together
and i was very lucky to have one of the
the most to partner with one of the
the most brilliant creative partner he
he was uh
he he he was uh recently
chief creative officer of tbwa globally
worldwide and he decided to resign to
to uh to uh to create his own agency
so this is the first thing the second
thing is that you need to have
people around you that believe as much
as you do
about ideas and that who are really
ready to fight for
for ideas and so you need to change the
culture of the agency
and this is something very important you
need to uh
to start with a small group and and
progressively it goes bigger and bigger
and bigger
and it's true that in in 2013 when we won
won
and we were lucky to to to win so many
lions in
in can it was really great to work in
this agency because everyone was
at the same objective in mind and we
were trying really to do our best
to come up with with the best ideas for
our clients and to fight with the ideas etc
etc
and probably you need also one two
ideas work in your showcase and and those
those
exemplary ideas especially internally
you need to see the uh the sweat of the
agency you need to
to to see the uh the battles that you that that we want together
that that we want together to really convince our clients to uh
to really convince our clients to uh to buy these these brave ideas the
to buy these these brave ideas the battle
battle with the production companies to make
with the production companies to make the most of the of the ideas to fight on
the most of the of the ideas to fight on the money except
the money except so it's it's a big a big job a big
so it's it's a big a big job a big daily battle when you really want to to
daily battle when you really want to to preserve the ambition
preserve the ambition of the uh of the ideas that you are you
of the uh of the ideas that you are you present
present and this is important because if you do
and this is important because if you do that especially at
that especially at the managing positions then everyone in
the managing positions then everyone in the agency will
the agency will will behave the uh the same but it's
will behave the uh the same but it's true that it's
true that it's quite exhausting to do so uh
quite exhausting to do so uh and uh and sometimes it's complicated to
and uh and sometimes it's complicated to manage both the the the balance between
manage both the the the balance between the work life and
the work life and the personal personal life personal life
the personal personal life personal life and and to be very honest this is why i
and and to be very honest this is why i quitted the
quitted the managing director position i usually
managing director position i usually in in my uh kind of careers then you
in in my uh kind of careers then you continue into other managing positions
continue into other managing positions and you
and you have bigger and bigger teams etc i
have bigger and bigger teams etc i decided in fact to
decided in fact to go to the other to become a consulting
go to the other to become a consulting consultant
consultant and so i decided to continue to be a
and so i decided to continue to be a kind of expert
kind of expert and really to go back to the heart of my
and really to go back to the heart of my the core of my
the core of my work which is uh helping contributing
work which is uh helping contributing to have the most brilliant effective
to have the most brilliant effective ideas
ideas for our clients thank you i think abbas
for our clients thank you i think abbas has a question
has a question i'm sorry i was i have to you know like
i'm sorry i was i have to you know like uh i think you can keep of course hi
uh i think you can keep of course hi hi hi
so my question is you know behaviors i i'm guessing is driven by a lot of
i'm guessing is driven by a lot of factors right you have the culture
factors right you have the culture the social setup sorry my dogs are
the social setup sorry my dogs are talking a lot let me just
talking a lot let me just move around the social setup and a more
move around the social setup and a more sensitive aspect of religion right
sensitive aspect of religion right that's that that basically derives
that's that that basically derives people's behavior
people's behavior so if you're you know for example take
so if you're you know for example take peru for example or whatever
peru for example or whatever uh so there's a certain set of culture
uh so there's a certain set of culture and there's a certain set of religions
and there's a certain set of religions that comes into play
that comes into play when you come to a different country
when you come to a different country certain set of cultures social norms
certain set of cultures social norms so the things that we talked about you
so the things that we talked about you know
know the acronym we saw you know the multiple
the acronym we saw you know the multiple things uh you know the
things uh you know the uh the pink jail we saw and all that we
uh the pink jail we saw and all that we saw so
saw so do you think this is cross-cutting
do you think this is cross-cutting across all or you know
across all or you know are there little nuances we need to take
are there little nuances we need to take care of for example if you're doing
care of for example if you're doing uh a certain campaign in in a more
uh a certain campaign in in a more uh let's say more open society the
uh let's say more open society the campaign will take a different shape
campaign will take a different shape whereas
whereas that same campaign if adapted to a
that same campaign if adapted to a little bit of closed society
little bit of closed society will it have to be you know changed to a
will it have to be you know changed to a certain degree so that's
certain degree so that's uh that's my question great question
uh that's my question great question so i think the theory is valid for
so i think the theory is valid for everyone everywhere in the world
everyone everywhere in the world then the execution really
then the execution really needs to take into account the
needs to take into account the the context of what or of when with whom
the context of what or of when with whom etc
etc we intervene and this is where when we
we intervene and this is where when we really um do very seriously
really um do very seriously try to apply very seriously uh
try to apply very seriously uh behavioral science
behavioral science we always start with a face which is
we always start with a face which is really observing
really observing the people the communities the uh the
the people the communities the uh the situation in which we intervene
situation in which we intervene and we will try to understand all those
and we will try to understand all those nuances that you will uh that that you
nuances that you will uh that that you just uh
just uh approach we will try to understand the
approach we will try to understand the religious context
religious context we will try to understand every
we will try to understand every everything that can really be either
everything that can really be either a barrier or a level to help uh
a barrier or a level to help uh people uh adopt new uh new behaviors
people uh adopt new uh new behaviors and and so we have uh and
and and so we have uh and this is what i'm most interested
this is what i'm most interested in so we have big theory at the moment
in so we have big theory at the moment and we have
and we have lots of brilliant brains for the past 50
lots of brilliant brains for the past 50 or more years
or more years who have really designed developed the
who have really designed developed the theory
theory of how we take decisions how we adopt
of how we take decisions how we adopt behavior
behavior now it's our turn turn and
now it's our turn turn and me you all the people attending this
me you all the people attending this this webinar
this webinar to use the theoretical material
to use the theoretical material and to try to understand how we can best
and to try to understand how we can best apply it
apply it to our situations to our our consumers
to our situations to our our consumers to our citizens
to our citizens and this is where all those nuances uh
and this is where all those nuances uh exist so
exist so the campaign i i i do on recife
the campaign i i i do on recife i don't think it would work at all the
i don't think it would work at all the same way in
same way in in nepal but the the foundations of the
in nepal but the the foundations of the campaign i'm sure they would work
campaign i'm sure they would work yeah make sense thanks uh i think uh
yeah make sense thanks uh i think uh somebody has raised the hand happy rigby
somebody has raised the hand happy rigby uh
uh do you want to ask a question yes please
do you want to ask a question yes please yeah bonzo
so i had a question um because so as someone from the creative industry
someone from the creative industry i would like to know how you come to the
i would like to know how you come to the point of deciding
point of deciding what the pain point of the audience
what the pain point of the audience really is
really is because when you when personally when i
because when you when personally when i think of ideas sometimes i
think of ideas sometimes i tend to go like really off the charts
tend to go like really off the charts especially when it comes to marketing
especially when it comes to marketing services products is somehow it's still
services products is somehow it's still manageable but to
manageable but to find the audience's pain points while
find the audience's pain points while marketing a service i personally find it
marketing a service i personally find it really challenging
really challenging so like is there any secret trick or a
so like is there any secret trick or a hack or
hack or did you just learn it along the way
did you just learn it along the way so the yes that there is
so the yes that there is and if you are into it interested into
and if you are into it interested into the field of behavioral science
the field of behavioral science really you should read books first
really you should read books first because it's very interesting to read
because it's very interesting to read it's uh i'm not a big fan of
it's uh i'm not a big fan of scientific articles etc but when it
scientific articles etc but when it comes to behavioral science
comes to behavioral science it's it's rather uh really very
it's it's rather uh really very interesting readings to uh
interesting readings to uh to to read the uh the authors so
to to read the uh the authors so there is lots of material that you can
there is lots of material that you can play with
play with and it can really help you to think
and it can really help you to think a bit differently whether you think
a bit differently whether you think strategies whether
strategies whether you think creative ideas it will give
you think creative ideas it will give you
you some uh some
some uh some levers some biases some some material
levers some biases some some material really to
really to to think a bit differently but the
to think a bit differently but the second thing
second thing as i was saying to uh to average i think
as i was saying to uh to average i think if you are really if you go deep into
if you are really if you go deep into your
your audience your target audience uh
audience your target audience uh life then you can really observe very
life then you can really observe very interesting insights
interesting insights let me take an example we were working
let me take an example we were working with nestle
with nestle in in mexico and we were trying
in in mexico and we were trying to uh so the subject was trying to fight
to uh so the subject was trying to fight against obesity
against obesity and and especially so to to impact on
and and especially so to to impact on the food behaviors of of children and
the food behaviors of of children and one behavior which is responsible
one behavior which is responsible one of the behaviors because it's really
one of the behaviors because it's really multiple factors
multiple factors but one of the behaviors which is quite
but one of the behaviors which is quite uh
uh responsible for obesity children obesity
responsible for obesity children obesity is that the kids eat between 12
is that the kids eat between 12 and 15 times every day so they have 12
and 15 times every day so they have 12 or 15 occasions of
or 15 occasions of uh of eating in one day when a french
uh of eating in one day when a french kid for instance for
kid for instance for for example you would have just four
for example you would have just four occasions
occasions not more than that so the idea is that
not more than that so the idea is that if we could reduce
if we could reduce by one two three four the number of
by one two three four the number of occasions of
occasions of eating for a child it could be it could
eating for a child it could be it could be already
be already a good contribution to reducing
a good contribution to reducing childhood visits
childhood visits and so we observed the kids and we went
and so we observed the kids and we went from schools
from schools and we observed during the uh the break
and we observed during the uh the break and the guys well able the child the
and the guys well able the child the children
children were able to play football and to eat
were able to play football and to eat at the same time so they were playing
at the same time so they were playing football etc but they would have for
football etc but they would have for example a slice of pizza or sandwich in
example a slice of pizza or sandwich in one hand
one hand and they would eat while playing
and they would eat while playing so we said this could be a nice insight
so we said this could be a nice insight if we want kids to really when they they
if we want kids to really when they they have a break to do sports and nothing or
have a break to do sports and nothing or to do something else and nothing
to do something else and nothing and not have a chance to eat we should
and not have a chance to eat we should invent
invent an occupation for them a leisure
an occupation for them a leisure an activity which is making their two
an activity which is making their two hands
hands busy imagine the rubik's cube you
busy imagine the rubik's cube you remember the rubik's cubes in the
remember the rubik's cubes in the in the 70s 80s etc if you won't play
in the 70s 80s etc if you won't play with
with rubik's cube it's addictive but you have
rubik's cube it's addictive but you have to use your two hands
to use your two hands so we gave a brief to the creative teams
so we gave a brief to the creative teams how to
how to to reinvent uh an addictive
to reinvent uh an addictive okay game for kids but with the
okay game for kids but with the constraint
constraint we want the two ends of the kids
we want the two ends of the kids occupied so it's these kind of things
occupied so it's these kind of things when you
when you you are observing and really observing
you are observing and really observing with a nice uh
with a nice uh uh brain fresh uh brain of a
uh brain fresh uh brain of a behavioral psychologist you can really
behavioral psychologist you can really find inside that we
find inside that we we are not used to play with in in our
we are not used to play with in in our advertising life
advertising life okay uh below i see some question in the
okay uh below i see some question in the chat box as well and i'm going to read
chat box as well and i'm going to read out
out to you yeah uh here's a question from
to you yeah uh here's a question from dixon mahatma
dixon mahatma she's saying hello thank you for sharing
she's saying hello thank you for sharing your insight with us i enjoyed it
your insight with us i enjoyed it the book thinking fast and slow is
the book thinking fast and slow is also on behavior science yes did it
also on behavior science yes did it influence or contribute to you
influence or contribute to you or your work in any way yes it's
or your work in any way yes it's one of the uh the foundation
one of the uh the foundation foundational book
foundational book of of behavioral science it's written by
of of behavioral science it's written by daniel kahneman who who is the first
daniel kahneman who who is the first nobel prize winner so it's the first
nobel prize winner so it's the first time
time in the history of the nobel prize that a
in the history of the nobel prize that a psychologist
psychologist is winning the nobel prize of economy so
is winning the nobel prize of economy so it's really him
it's really him who who brought this idea that we are
who who brought this idea that we are not
not homo economical economics we are not
homo economical economics we are not rational we are really emotional people
rational we are really emotional people and we are taking decisions irrationally
and we are taking decisions irrationally so yes he is a big influencer of uh of
so yes he is a big influencer of uh of the whole
the whole discipline and of uh everything that we
discipline and of uh everything that we we try to do at the uh
we try to do at the uh okay there is another question again
okay there is another question again from amit pradhan
from amit pradhan he says hi since our behavior change
he says hi since our behavior change takes time is there any end
takes time is there any end survey done to study the impact
survey done to study the impact yes so
the uh when we work uh at uh ato v we really try to have an approach
ato v we really try to have an approach which is marrying
which is marrying science and creativity but we
science and creativity but we start with science when i talk about
start with science when i talk about observations this is ethnographic
observations this is ethnographic approaches
approaches we start by reading the scientific
we start by reading the scientific literature to
literature to to understand the brain of the consumers
to understand the brain of the consumers or the citizens
or the citizens and to see what are the biases that are
and to see what are the biases that are most important in one given behavior
most important in one given behavior and then so we have a constant
and then so we have a constant discussion
discussion between creative teams and more
between creative teams and more scientific behavioral strategies but at
scientific behavioral strategies but at the end of every process
the end of every process we try to measure and there is a
we try to measure and there is a basic thing in applied behavioral
basic thing in applied behavioral science is that you recognize that
science is that you recognize that your consumer or your citizen is
your consumer or your citizen is irrational
irrational so it's impossible to predict beforehand
so it's impossible to predict beforehand if your solution will be effective or
if your solution will be effective or not you need in fact to prototype your
not you need in fact to prototype your solution
solution and you need to measure it with a very
and you need to measure it with a very scientific mind
scientific mind for instance we worked with the french
for instance we worked with the french railways
railways last year and they briefed us on
last year and they briefed us on trying to fight against public
trying to fight against public uncivilities and especially
uncivilities and especially about lots of men french men
about lots of men french men who are peeing on the walls of the
who are peeing on the walls of the station so very basic behavior
station so very basic behavior so we we brought the science we add an
so we we brought the science we add an intervention
intervention but we created after the prototype
but we created after the prototype we created a sensor which is
we created a sensor which is so it's a brand new
so it's a brand new kind of sensor innovation
kind of sensor innovation very simple in fact it's the combination
very simple in fact it's the combination of uh
of uh liquids and liquid sensor so you can see
liquids and liquid sensor so you can see if there is a liquid on the wall
if there is a liquid on the wall and a heat sensor so you can
and a heat sensor so you can you can make the difference between cold
you can make the difference between cold liquid so it's not urine
liquid so it's not urine or warm liquids which is which is urine
or warm liquids which is which is urine and so
and so we put the sensors on the the walls
we put the sensors on the the walls where we add intervened
where we add intervened we measure before the intervention after
we measure before the intervention after the intervention
the intervention and we showed that we reduced by 88
and we showed that we reduced by 88 percent
percent the number of acts of of public
the number of acts of of public urination so in a way you probably most
urination so in a way you probably most of you you know the famous example of
of you you know the famous example of the fly
the fly in the uh urinals in skipper airport
in the uh urinals in skipper airport which is one of the most famous
which is one of the most famous so we were even more effective than the
so we were even more effective than the fly in skipo
fly in skipo fantastic yes we need to measure yeah
fantastic yes we need to measure yeah yeah
yeah then the question of shaker as well is
then the question of shaker as well is asking what according to you
asking what according to you is the more important element in the
is the more important element in the phase
phase system mind space and how can we use
system mind space and how can we use these terms in creating a social media
these terms in creating a social media campaign
you never know what would be the most important you need that this is what is
important you need that this is what is interesting when you are
interesting when you are especially when you are working on a new
especially when you are working on a new or
or on a new field you need to really
on a new field you need to really understand the the psychology of your
understand the the psychology of your consumers or your citizens
consumers or your citizens and and you need to think about what
and and you need to think about what would be the best
would be the best the best strategy for for intervening
the best strategy for for intervening but there is no magic
but there is no magic if there was a magic answer it would be
if there was a magic answer it would be too uh too simple
too uh too simple yeah okay uh i love your example of the
yeah okay uh i love your example of the palau please you know
palau please you know yeah and let me tell you frankly i was
yeah and let me tell you frankly i was part of the jury team
part of the jury team that decided to give grand picks to
that decided to give grand picks to palau place
palau place in 2018 at busan korea
in 2018 at busan korea during the at star in the psa category
during the at star in the psa category you know
you know and i i know it went on to win numerous
and i i know it went on to win numerous prestigious award in other global forums
prestigious award in other global forums as well
as well but what we see in that example
but what we see in that example is that the government has intervened
is that the government has intervened to make mandatory behavior
to make mandatory behavior as travels have to stamp and sign
as travels have to stamp and sign on the police you know while entering
on the police you know while entering the nation
the nation is it mandatory that uh for any such
is it mandatory that uh for any such bcc campaign to be successful there has
bcc campaign to be successful there has to be similar intervention
to be similar intervention from the government bodies and if that
from the government bodies and if that is important
is important what are the effective process to get
what are the effective process to get the government advocacy
the government advocacy for such campaign as i believe that
for such campaign as i believe that could be quite challenging as well
could be quite challenging as well yeah so in fact it really depends but
yeah so in fact it really depends but when you are
when you are into uh important behavior change
into uh important behavior change usually you realize that you have
usually you realize that you have lots of stakeholders who have a role to
lots of stakeholders who have a role to play
play in really uh changing the behaviors of
in really uh changing the behaviors of in that case of the
in that case of the of the citizens of the tourists and so
of the citizens of the tourists and so this is part of the
this is part of the preliminary phase of observation of
preliminary phase of observation of understanding of the context
understanding of the context of reading the literature and scientific
of reading the literature and scientific literature etc
literature etc you try to see all the actors that are
you try to see all the actors that are involved into a decision
involved into a decision and if the government and usually they
and if the government and usually they are
are they have a role to play especially when
they have a role to play especially when we are of course talking to a
we are of course talking to a citizens uh the the the subject that
citizens uh the the the subject that ngos are working on
ngos are working on often the government is is very
often the government is is very important yes you have to talk to them
important yes you have to talk to them and you are you you you need to try to
and you are you you you need to try to involve them in your
involve them in your in your intervention but it's you know a
in your intervention but it's you know a political leader
political leader it's uh it's like a ceo of a
it's uh it's like a ceo of a unilever or procter anger all it's like
unilever or procter anger all it's like when you present to them
when you present to them great ideas that you are
great ideas that you are when you have a great power of
when you have a great power of conviction when you have done your
conviction when you have done your homework and you are
homework and you are you have really great elements to
you have really great elements to indicate to to convince them that your
indicate to to convince them that your ideas will be effective
ideas will be effective usually they participate to it so it's
usually they participate to it so it's not
not of course they are a bit more
of course they are a bit more intimidating it's a bit more complicated
intimidating it's a bit more complicated to talk to the president of the country
to talk to the president of the country than to but
than to but at the end of the day and this is also
at the end of the day and this is also one of my beliefs is that when you have
one of my beliefs is that when you have really
really very strong ideas you can convince
very strong ideas you can convince anyone to buy it
anyone to buy it right and you know something else on
right and you know something else on governments and
governments and and this is part of the work that that
and this is part of the work that that we uh
we uh that we did with with you with uh with
that we did with with you with uh with avashia
avashia and the gates foundation in nepal there
and the gates foundation in nepal there is also
is also you should also also think of
you should also also think of a behavior change approach for
a behavior change approach for governments when you are talking
governments when you are talking to political leaders you sometimes you
to political leaders you sometimes you have to change
have to change the changing the behavior of the
the changing the behavior of the political leaders
political leaders it's the prerequisite before to change
it's the prerequisite before to change the behaviors of the
the behaviors of the of the citizens something that is really
of the citizens something that is really important is that they need to uh
important is that they need to uh to put your subjects on top of their
to put your subjects on top of their urgent agenda
urgent agenda if it's not on the top of their agenda
if it's not on the top of their agenda you can make sure that they will not be
you can make sure that they will not be involved
involved etc and at the end of the day it will
etc and at the end of the day it will really weaken your
really weaken your uh your effectiveness so we should also
uh your effectiveness so we should also use
use our psychologic cycles yeah psychologist
our psychologic cycles yeah psychologist science psychological science with them
science psychological science with them because they are
because they are also human beings right
also human beings right right i love your explanation on the
right i love your explanation on the mind space tools you know
mind space tools you know and i have always been advocating to my
and i have always been advocating to my clients
clients on the importance of occupying mind
on the importance of occupying mind space yeah why
space yeah why it comes to brand communications and
it comes to brand communications and even in my book brand sutra
even in my book brand sutra i have reinforced or thought that while
i have reinforced or thought that while products are made in factories
products are made in factories brands actually resides in the mind of
brands actually resides in the mind of the consumer
the consumer and this journey from a physical product
and this journey from a physical product in factory
in factory to an emaze or promise or status
to an emaze or promise or status and a set of responses in the mind of
and a set of responses in the mind of the consumer is all constitute
the consumer is all constitute by our brand communications you would
by our brand communications you would love your thought on the same metaphor
love your thought on the same metaphor for the brand communication you know the
for the brand communication you know the similar kind of
similar kind of it's it's uh it's very relevant as a
it's it's uh it's very relevant as a as a metaphor i think there is uh so uh
as a metaphor i think there is uh so uh ogivi is part of wpp and there is a guy
ogivi is part of wpp and there is a guy who is called jeremy
who is called jeremy bulmore who is uh very well known in the
bulmore who is uh very well known in the advertising scene he's a bit uh old now
advertising scene he's a bit uh old now but he's still in the advisory board of
but he's still in the advisory board of wpp
wpp and and he's really a very strong uh
and and he's really a very strong uh creative mind in the in the industry and
creative mind in the in the industry and there is a quote
there is a quote it's old one uh which which i used to uh
it's old one uh which which i used to uh to uh to use in my presentation
to uh to use in my presentation which is people build brands
which is people build brands like birds build nests from scraps
like birds build nests from scraps scraps and straws okay
scraps and straws okay so in fact we are giving lots of
so in fact we are giving lots of huge signs elements of information of
huge signs elements of information of communication to consumers
communication to consumers you never know the ones they will pick
you never know the ones they will pick up to build the brandness in their
up to build the brandness in their in their mind but it's it's the way it
in their mind but it's it's the way it works
works they have an image of the brand and they
they have an image of the brand and they pick up from what you give to them
pick up from what you give to them and sometimes it's uh it's it's very
and sometimes it's uh it's it's very um small signs that you give
um small signs that you give for instance even the uh i don't know if
for instance even the uh i don't know if you have a problem you call a company
you have a problem you call a company the voice and the first words of the
the voice and the first words of the person
person answering to you may be so important in
answering to you may be so important in the the image building of your brand so
the the image building of your brand so you never know you uh and so you you you
you never know you uh and so you you you should always try to communicate in the
should always try to communicate in the best way possible with the other your
best way possible with the other your consumers
consumers yeah fantastic uh there's a question
yeah fantastic uh there's a question from diksha mahat
from diksha mahat you know she's asking what would you
you know she's asking what would you consider
consider your most challenging project and one
your most challenging project and one you enjoyed the most
so it would be the same because i love challenges
challenges and for so fundamentally i'm a strategic
and for so fundamentally i'm a strategic planner and so strategic planner he's
planner and so strategic planner he's happy when he has a
happy when he has a really big complex strategic
really big complex strategic issue to uh to uh to solve but
issue to uh to uh to solve but i think i would i i would
i think i would i i would have two examples uh the first one
have two examples uh the first one was part of the work i referenced on
was part of the work i referenced on on nestle so we tried with nestle to
on nestle so we tried with nestle to create
create a global movement which was called
a global movement which was called united for healthier kids
united for healthier kids which was a movement really to help
which was a movement really to help parents to change the behavior
parents to change the behavior uh the eating behaviors of their
uh the eating behaviors of their children
children and so we brought lots of behavioral
and so we brought lots of behavioral economics lots of creativity lots of
economics lots of creativity lots of nutrition
nutrition we worked in a dozen of countries in uh
we worked in a dozen of countries in uh in
in in the world we had some results but
in the world we had some results but it's not the big success we
it's not the big success we we expected and
we expected and now that we are we are five years six
now that we are we are five years six years after the launch i'm a bit
years after the launch i'm a bit disappointed with the
disappointed with the the uh the results but at the same time
the uh the results but at the same time there was a huge ambition there was
there was a huge ambition there was really great uh ideas of intervention
really great uh ideas of intervention great science great thinking behind it
great science great thinking behind it and i'm sure it it will help to uh to to
and i'm sure it it will help to uh to to build more successful projects later
build more successful projects later so that was really three four years of
so that was really three four years of my life and it was really exciting
my life and it was really exciting and the second one is the one that uh
and the second one is the one that uh i'm embarked in nepal at the moment so
i'm embarked in nepal at the moment so with the gates foundation
with the gates foundation the the project is called barrio nepal
the the project is called barrio nepal so maybe some of you have
so maybe some of you have heard of it of it we will probably heard
heard of it of it we will probably heard more about it because we are about to to
more about it because we are about to to to launch
to launch a pilot in lumini uh province
a pilot in lumini uh province but there is also lots of uh things that
but there is also lots of uh things that we brought into the the
we brought into the the this project uh again behavioral science
this project uh again behavioral science creativity
creativity strategy uh understanding deep
strategy uh understanding deep understanding of the
understanding of the of the consumers trying to uh to play
of the consumers trying to uh to play with
with very different stakeholders including
very different stakeholders including the government
the government the food industry the consumers the
the food industry the consumers the citizens
citizens working with influencers so there is
working with influencers so there is really a a
really a a very big ambition behind this uh this
very big ambition behind this uh this project
project again i'm not sure we will be successful
again i'm not sure we will be successful i hope that we will make a change of
i hope that we will make a change of difference in uh in nepal
difference in uh in nepal but that we will see in probably in 20
but that we will see in probably in 20 years time
years time uh but anyway we have learned so much
uh but anyway we have learned so much and
and and i'm sure we will have progress in
and i'm sure we will have progress in the in the um
the in the um the way to use uh emotions behavioral
the way to use uh emotions behavioral science influence marketing to solve
science influence marketing to solve malnutrition in the world
malnutrition in the world thanks uh thank you for excellent
thanks uh thank you for excellent presentation on the power of behavior
presentation on the power of behavior science
science where you talk about two brains you know
where you talk about two brains you know system one and system two
system one and system two yeah and if i understood it correctly
yeah and if i understood it correctly you know like
you know like you have reinforced your thought that
you have reinforced your thought that the most decisions are made emotional
the most decisions are made emotional though i believe uh and if i'm correct
though i believe uh and if i'm correct brains
brains are to be used for rationalization of
are to be used for rationalization of the process
the process can you please elaborate further on this
can you please elaborate further on this as i believe this is quite critical
as i believe this is quite critical yeah so the the point so of course i
yeah so the the point so of course i talk a lot about omer simpson
talk a lot about omer simpson but really you should and this is a
but really you should and this is a picture i
picture i i like to give to people we should all
i like to give to people we should all think
think of us and of our consumers or the
of us and of our consumers or the citizens we are talking to
citizens we are talking to with two brains they really have
with two brains they really have homosexual and captain spock
homosexual and captain spock in their brain and in fact if you want
in their brain and in fact if you want to be successful
to be successful you need to to engage both brains
you need to to engage both brains in your activations in your
in your activations in your interventions in your
interventions in your in your approach sometimes you need to
in your approach sometimes you need to talk to uh
talk to uh to amer sometimes you need to talk to
to amer sometimes you need to talk to spock because he has a say
spock because he has a say and if he doesn't if he really doesn't
and if he doesn't if he really doesn't believe rationally
believe rationally that what omer is doing every day uh
that what omer is doing every day uh makes sense
makes sense at the moment he will stay he will say
at the moment he will stay he will say to him hey shut up i'm taking the
to him hey shut up i'm taking the control
control so we need to really
so we need to really and this is also what is uh what i'm
and this is also what is uh what i'm fighting for
fighting for it's to have complex um
it's to have complex um strategies for changing behaviors you
strategies for changing behaviors you don't change behaviors just because you
don't change behaviors just because you have a brilliant idea
have a brilliant idea uh it's it never maybe it worked uh
uh it's it never maybe it worked uh one one time against 1000 but it doesn't
one one time against 1000 but it doesn't work like that
work like that so we need to have complex interventions
so we need to have complex interventions at the same time at the end of the day
at the same time at the end of the day it needs to be very
it needs to be very you need to have one very simple
you need to have one very simple emotional engaging story
emotional engaging story aspirational story to tell to everyone
aspirational story to tell to everyone so this is where it's
so this is where it's it's also our our work and when it makes
it's also our our work and when it makes it
it complex and exciting we need to have
complex and exciting we need to have sophisticated strategies
sophisticated strategies but at the end of the day you need to
but at the end of the day you need to have one
have one one single emotional
one single emotional and great story to tell to everyone
one example remember when when jfk in the early 60s told to the american
in the early 60s told to the american people
people let's go to the moon it was a very very
let's go to the moon it was a very very simple story
simple story he told to everyone we can go to the
he told to everyone we can go to the moon and
moon and and we choose that because it's
and we choose that because it's difficult etc so
difficult etc so there was one simple story but at the
there was one simple story but at the same time there was
same time there was so much complexity around to make it
so much complexity around to make it happen and it has so much
happen and it has so much it had so much consequences on the
it had so much consequences on the american society etc
american society etc it was probably a great behavior change
it was probably a great behavior change idea
idea right so i see another question from
right so i see another question from prakas
prakas karna he's asking he's saying thank you
karna he's asking he's saying thank you for the great insights
for the great insights most of the example directly solve the
most of the example directly solve the social issues around the world
social issues around the world but besides that how can we apply the
but besides that how can we apply the same
same for the day-to-day use products the ones
for the day-to-day use products the ones that are already in use
that are already in use do you need to re-establish the product
do you need to re-establish the product using the strategy
uh you can work with everything yes you can uh
you can there are lots of issues at the moment
moment with sustainable sustainable development
with sustainable sustainable development uh
uh so you want the people to recycle you
so you want the people to recycle you want to
want to so there are tons of questions that
so there are tons of questions that really
really make behavioral science apply to uh
make behavioral science apply to uh to the the daily products we are we are
to the the daily products we are we are using
using in fact the good question and this is a
in fact the good question and this is a question i always ask
question i always ask to uh to my clients and
to uh to my clients and and if they say yes this is a client for
and if they say yes this is a client for us if they say no
us if they say no it's not for us do you have
it's not for us do you have a behavior that you want a consumer
a behavior that you want a consumer behavior that you want to change
behavior that you want to change do you want your consumers to use your
do you want your consumers to use your product differently
product differently do you want them to use your product in
do you want them to use your product in a certain way
a certain way and if you say yes to that to that
and if you say yes to that to that question
question then we we can use behavioral psychology
then we we can use behavioral psychology let me take an example it's uh
let me take an example it's uh from unilever it's the uh the brand of
from unilever it's the uh the brand of mayonnaise which is a sauce which is
mayonnaise which is a sauce which is called helmans
called helmans so they introduce in brazil but in
so they introduce in brazil but in brazil you don't eat mayonnaise
brazil you don't eat mayonnaise so it was a very small brand and it was
so it was a very small brand and it was just
just in the cupboard of maybe the high class
in the cupboard of maybe the high class that has have traveled around etc
that has have traveled around etc and and and they said if we want to be
and and and they said if we want to be big in brazil
big in brazil we need to build a habit
we need to build a habit of consuming regularly mayonnaise
of consuming regularly mayonnaise with your food how can we do that and
with your food how can we do that and it's always create difficult to create
it's always create difficult to create habits
habits except if you add on an existing habit
except if you add on an existing habit so what is the most important popular
so what is the most important popular habit
habit in uh in brazil when it comes to cooking
in uh in brazil when it comes to cooking it's to cook bisteke bolas hasse bolado
it's to cook bisteke bolas hasse bolado so it's basically
so it's basically the the the basic beef tag but you use
the the the basic beef tag but you use it
it you use it we you cook it with with
you use it we you cook it with with onions
onions and in fact they augmented the recipe
and in fact they augmented the recipe of bistekie acerola by adding mayonnaise
of bistekie acerola by adding mayonnaise and they created a sauce which was
and they created a sauce which was really delicious
really delicious which was really improving the favorite
which was really improving the favorite taste
taste of brazilian families and this is
of brazilian families and this is how they entered into the market and now
how they entered into the market and now almanz is really big
almanz is really big in brazil so it was a nice way to really
in brazil so it was a nice way to really think uh in terms of behavioral
think uh in terms of behavioral psychology
psychology how can i can how can i make my product
how can i can how can i make my product usage
usage really very common daily in in brazilian
really very common daily in in brazilian families
families fantastic as you've been traveling to
fantastic as you've been traveling to nepal
nepal often in last three years you know and i
often in last three years you know and i just
just like because it seems that most of the
like because it seems that most of the questions are over
questions are over uh any parting note for the marketeers
uh any parting note for the marketeers in nepal
in nepal what are the areas we should improve to
what are the areas we should improve to do some great advertising work or
do some great advertising work or a work that is related to bcc
a work that is related to bcc communications as well
um i think i would have four advices for you
one which comes from david ogilvy david o'keefe
o'keefe created a culture of divine discontent
created a culture of divine discontent in his agency so you are never happy
in his agency so you are never happy with your idea
with your idea it can always be improved it can be
it can always be improved it can be better it can be more effective etc
better it can be more effective etc and i think this is something that i
and i think this is something that i i i don't have a big experience of of
i i don't have a big experience of of nepal
nepal but i think what i felt is that maybe
but i think what i felt is that maybe you are
you are happy too quickly about your ideas you
happy too quickly about your ideas you don't challenge enough yourself etc you
don't challenge enough yourself etc you don't challenge your ideas
don't challenge your ideas and i think you would gain into a into
and i think you would gain into a into being a bit more
being a bit more discontent about your your ideas but
discontent about your your ideas but the second thing is that i think
the second thing is that i think a good agency is an agency who knows how
a good agency is an agency who knows how to fight
to fight with his clients right he felt that
with his clients right he felt that there is a culture
there is a culture in nepal which makes it very difficult
in nepal which makes it very difficult when you have a client to disagree with
when you have a client to disagree with him
him i think there is a question of bravery
i think there is a question of bravery and frankly
and frankly you need to be brave in advertising it's
you need to be brave in advertising it's not when you have big ideas
not when you have big ideas often it's they are
often it's they are a bit complicated to uh to buy
a bit complicated to uh to buy it's there is a level of risk etc
it's there is a level of risk etc and so if you cannot fight you you
and so if you cannot fight you you cannot
cannot succeed with big big ideas
succeed with big big ideas the third thing would be to uh really be
the third thing would be to uh really be curious
curious and this is why it's great to have this
and this is why it's great to have this webinar today it's great
webinar today it's great the the the
the the the [Music]
[Music] the spirit that you have in our treats
the spirit that you have in our treats because you feel it with everyone you
because you feel it with everyone you are really open to discussion you want
are really open to discussion you want to know more
to know more it is great with that stock this is
it is great with that stock this is really what they are doing which is
really what they are doing which is making opening nepal to other cultures
making opening nepal to other cultures of advertising ideas etc
of advertising ideas etc and i think this is very important it's
and i think this is very important it's the the the the basics
the the the the basics of a good advertising agency of a good
of a good advertising agency of a good advertiser you need to really have a
advertiser you need to really have a great
great advertising culture a culture of ideas
advertising culture a culture of ideas you need to
you need to look at them think why are
look at them think why are what are the ideas i would have loved to
what are the ideas i would have loved to uh to come up with etc
uh to come up with etc so there is a culture but the last
so there is a culture but the last advice would be
advice would be to use to be authentic to yourself
to use to be authentic to yourself i found uh uh when i
i found uh uh when i so i had come to nepal 15 days 15 years
so i had come to nepal 15 days 15 years ago
ago as a tourist but so it's very different
as a tourist but so it's very different to come back and to work with people and
to come back and to work with people and to meet
to meet really more deeply uh people
really more deeply uh people and i felt that you are a beautiful
and i felt that you are a beautiful people you are
people you are like some some particularities
like some some particularities which make that you are quite open you
which make that you are quite open you are
are generous with other people you are
generous with other people you are really
really open to other uh opinions differences
open to other uh opinions differences the way for example you treat the
the way for example you treat the religions in nepal
religions in nepal it's incredible it's the only country
it's incredible it's the only country where a muslim and a buddhist and a
where a muslim and a buddhist and a christian can be friends and there is no
christian can be friends and there is no problem talking religions
problem talking religions together so there is something which is
together so there is something which is really uh
really uh really great uh and and i think
really great uh and and i think the day you really use all those
the day you really use all those great human traits of
great human traits of of nepal i'm sure you will be you can
of nepal i'm sure you will be you can you can be a great
you can be a great a great country in on the advertising
a great country in on the advertising scene you see foreign
scene you see foreign if you look at the the way you do
if you look at the the way you do advertising in britain
advertising in britain in france in south africa in brazil it's
in france in south africa in brazil it's totally different
totally different and when there is a great uh culture of
and when there is a great uh culture of advertising it's when you
advertising it's when you really find those deep roots
really find those deep roots very authentic ways that you you you
very authentic ways that you you you behave in your country
behave in your country and i would love to see nepalese
and i would love to see nepalese culture a bit more india in the
culture a bit more india in the advertising
advertising yes thank you benoit for those kind
yes thank you benoit for those kind words and thank you for
words and thank you for being with us today and sharing your
being with us today and sharing your thoughts
thoughts on the power of behavior science where
on the power of behavior science where you spoke and explain
you spoke and explain us the concept of mind space with the
us the concept of mind space with the relevant examples from different parts
relevant examples from different parts of the world
of the world i'll quickly want to summarize our five
i'll quickly want to summarize our five key learnings for today
key learnings for today we are influenced by uh who communicates
we are influenced by uh who communicates the informations
the informations we are influenced by what our action
we are influenced by what our action will make
will make us gain or lose we are
us gain or lose we are strongly influenced by what others do
strongly influenced by what others do our emotional association can
our emotional association can powerfully save our actions
powerfully save our actions and we act in ways that make us feel
and we act in ways that make us feel better about ourselves so these are the
better about ourselves so these are the five key learnings
five key learnings i'm taking from this session from today
i'm taking from this session from today i'm sure
i'm sure all of us here i have also had lot of
all of us here i have also had lot of learnings
learnings from between uh thank you ben y again
from between uh thank you ben y again have for supporting this event
have for supporting this event and all the participants for your
and all the participants for your enthusiasm
enthusiasm it has been a good learning for all of
it has been a good learning for all of us today
us today thank you it was a pleasure to be uh to
thank you it was a pleasure to be uh to be with you
be with you with you all thanks a lot
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