liz rom sciencefinal
Post on 22-Oct-2014
364 views
DESCRIPTION
TRANSCRIPT
The Science of Engagement
Science of Engagement
2
Science of Engagement
PR Product of the Year 2013
©WEBER SHANDWICK 2012 All rights reserved
AnthropologyDr Grant McCracken
NeuroscienceDr Thomas ZoëgaRamsøy
Three world-renowned
experts
HBv
HERDBEHAVIOUR
Int
INTRIGUE
Esc
ESCAPE
Exp
EXPERIENCE
In
INTEGRITY
En
ENHANCEMENT
As
ASSOCIATIONS
De
DESIRE
Ae
AESTHETICS
Ne
NEWNESS
ScT
SOCIAL TOTEMS
Pl
PLEASURE
Rsp
RESPECT
Inv
INVOLVEMENT
Ac
ACCESS
Be
BELONGING
Em
EMPATHY
SVs
SHARED VALUES
Me
MEANING
NineteenElements
One concrete, meas
urable tool
FourGame-
Changing Principles
1. Mood-date them
Red Bull (De)
Inv
INVOLVEMENT
Esc
ESCAPE
2. Woo them when they’re in the mood
Give gifts that solve consumer issues
…and link them to a behaviour
©WEBER SHANDWICK 2012 All rights reserved
Disneyland,Paris(Fr)
Esc
ESCAPE
Be
BELONGING
As
ASSOCIATIONS
Exp
EXPERIENCE
3. Strut your stuff
©WEBER SHANDWICK 2012 All rights reserved
Strut brands always act with conviction. They never follow
convention.
Apple(UK)
HBv
HERD BEHAVIOUR
Inv
INVOLVEMENT
ScT
SOCIAL TOTEMS
4. Make yourself a one-off
©WEBER SHANDWICK 2012 All rights reserved
©WEBER SHANDWICK 2012 All rights reserved
IKEA(Fr)
Inv
INVOLVEMENT
ScT
SOCIAL TOTEMS
What’s YOURS?
The Science of Engagement