Nudgestock 2023 – My Notes – Part 3
What I Heard (WIH) Series
In this 152nd post of Outside In, we conclude our learnings from Nudgestock 2023… Hoping it has been a solid series (yet again)…
6) The Power of Mental Reframing for Brands – Marta Garcia Alonso (Heineken) and Roberto Fara (Ogilvy Spain) – The Turnaround of the Brand Cruzcampo
Challenge
Cruzcampo had been facing a brand image issue, that didn’t only show on brand studies but also on the streets and the internet. Cruzcampo was an iconic beer brand that had divided the Spanish nation between Love and Hate. Could behavioural science create a campaign to stop the haters? It was a very bitter beer was hated by consumers and it became a big problem for them. It steadily became bigger and bigger joke and meme-driver on Social
Campaign for Brand Reframe
We need a cultural phenomenon. A campaign capable of transcending marketing that creates a cultural trend. They decided to create a campaign with an actress of yesteryears – with focus around “Accented” – that South Spaniards were proud of. “We used a fake to reclaim authenticity”
Legendary Spanish singer and actress Lola Flores comes back to life as the face of ‘Con Mucho Acento’ (Heavily Accented). Leveraging modern digital video technology, backed by an intense post-production process and the input of her daughters Lolita and Rosario, Flores returns to directly speak to the new generations with a global message about the importance of being proud of your roots – A territory that claimed pride and ownership for what we truly are, for our essence, for our roots
The levers for Brand Reframe were:
True joy comes from being yourself
(Being) Surprisingly extravagant
Strategic Territories: Proudly Different, Southern Hearted
Proudly Different: a) We are Not a Lager, b) Accented – True to the Brand (Love/Hate), True to the Product (Current & New Flavours), True to the Core (Andalucia)
Check the complete Case Study Video here at: Cruzcampo | Con Mucho Acento:
And here at: https://www.adforum.com/creative-work/ad/player/34650000/con-mucho-acento/cruzcampo
The simple power of a reframe: you don’t change the thing. You just change consumer’s attitude about the thing
Impact: 7 Million organic impressions in 24 Hours and Euro 10 Million Earned Media
7) Beyond Brands – Why People are key to Sustainability, with a case study on Hellmann’s “Make Taste, Not Waste” Campaign – Klara Kozlov, Jamie Hamill & Elham Noorbakhsh
Price and value are not the same – Value is a psychological construct. We can redefine the value of sustainability by tapping into people’s self interest
64% of consumers are belief-driven Buyers, according to Edelman Research
Consumer Insight: 60% of food waste happens at Homes – This was the focus of Hellmann’s “Make Taste, Not Waste” Campaign for tackling Food Waste
Why was tackling Food Waste great for Hellmann’s Purpose? 1) Social & Environmental Impact, 2) Motivate the people they Serve, 3) Authentic and Credible link to Product Truth
Change Ingredients: a) Behavioural Ask, b) Weekly Use-Up Day, c) Enables by Flexipes
Checkout their Complete Food Waste Management Proposition here at: https://www.hellmanns.com/ca/en/food-waste.html
Illustration 1: Turning Leftovers into Dinner Campaign
Impact: 33% Food waste reduction, with large-scale interventions across more than 2000 Families in US and Canada
Illustration 2: The Fridge Night Challenge with Canada Masterchef
https://www.hellmanns.com/ca/en/fridgenight.html
8) Sainsbury’s – Shop like a Smart Cookie (From The BeSci Annual 2023 Report, released on sidelines of Nudgestock 2023)
Business Opportunity
Sainsbury’s wanted to change their customers’ habit of a lifetime: how they shop. At the same time, a macro-level storm was brewing in the nation’s wallets: inflation and energy prices reached generation-highs. Grocery prices soared 17%. Sainsbury’s SmartShop app enables customers to independently scan items and checkout through their phone. Critically, it unlocks personalized savings on products that customers buy most frequently. It also does away with ‘till shock’ by showing shopping totals as you go.
Behavioural Challenge
However, whilst the idea of SmartShop appealed to shoppers, they were slow to adopt the app, meaning they were missing out on savings and mindful shopping practices at a time when they were needed most. So, how does Sainsbury’s get more customers using its cost-saving app in such a precarious time? Everyone wants to shop smarter, but adopting new behaviours can feel awkward. Could behavioural science convince people to change the way they shop?
Approach
It was essential to see SmartShop as an interconnected system: The ads, the app, the environment and the staff. They were keenly aware an experience is only as strong as its weakest touchpoint.
This called for a thorough interrogation across every touchpoint, Apple App Store to Apple Sauce
Customers were enthusiastic about SmartShop’s proposition: money saved, queue-skipping, and totals as you shop. However, using the app went against the design of the store environment and the social contract of other shoppers. The notion of barging past a queue of people at the checkout with a bag full of shopping felt alien at best, and criminal at worst. The app made customers feel like shoplifters: “I am petrified of using this technology, even though in principle it is a great idea.” (Customer Quote)
Applying the COM-B behaviour change model allowed them to identify priority behavioural barriers, from which they developed the following behaviourally-led strategies:
1) They needed to overtly model the new, slightly complicated behaviour.
2) They needed to appeal to shoppers’ ego, to make them feel smart, not strange, when they use SmartShop
3) They needed to make the behaviour visible and relatable – using customers as messengers and empowering staff to help
Solution
In order to model the behaviour, they created the ‘Be a smart cookie’ campaign narrated by smart cookie himself, Stephen Fry. The TV commercial uses light-hearted wordplay to bring the benefits of SmartShop to life in a fun and charming way. This shows the behaviour in-situation and reframes usage of the app as the ‘smart’ thing to do. The campaign appeared across TV, OOH, radio, social, in-store and email. Alongside campaign activity, staff were empowered to help customers feel comfortable checking out with SmartShop — turning a sense of alienation into a feeling of prestige
Check out a campaign Video here at:
Impact
This campaign resulted in 275k+ SmartShop app downloads, which was 13% higher than forecasted for the year. Most importantly, since going live, SmartShop adoption has been tracking upwards, peaking at 20% (of all Sainsbury’s customers)
Outside In concludes the Nudgestock (read: Behavioral Science) 2023 series with this Post… Hope it was an Illimunating read…
References and Sources
1) My Notes from Nudgestock 2023
2) Nudgestock Event: https://nudgestock.com/
3) Ogilvy Case Study on Cruzcampo: https://www.ogilvy.com/work/heavily-accented
4) The BeSci Annual 2023 Report