Naked Communications and Behaviour Change
Opinion
Here is how The Australian‘s Lara Sinclair reported Naked’s focus on behaviour change, as reported on 13.12.10
PLANNING agency Naked Communications is repositioning itself as an agent of behavioural change.
The positioning, which is based on some key tenets of behavioural psychology, was developed here and will be rolled out globally, according to Naked Australia founding partner Fritz Bachen.
While some advertising agencies may argue they have been finding ways to persuade people to change their behaviour by trying a new product or buying a new brand for decades, the Naked model turns on its head traditional marketing theory in an effort to expedite and streamline the process.
“Behavioural change is seemingly obvious but currently the marketing industry still is taking the wrong approach: build awareness and desire (which leads to) action,” Mr Bachen said.
“We believe in flipping that model on its head, where we start with action first. The rest – interest and desire – will look after itself.”
Campaigns such as “Cabaoke” for Telstra – in which young people were offered a free ride home in a customised karaoke cab and the experience was captured and shared via social networks – and the Effie Award-winning “Ask Richard” for Sydney community radio station FBi, which asked listeners to come up with creative ways to ask billionaire Sir Richard Branson to give FBi $1 million to keep the station on air, are examples of the model in action.Naked has used or is using the model with clients Kraft, Novartis and the Transport Accident Commission in Melbourne as well as Coca-Cola in Sydney, and is believed to have used it in its recent successful pitch for the Weight Watchers account.
“We’re finding that its the most effective way to deal with loyalty is through getting people to interact with a brand rather than passively receiving a message,” Mr Bachen said.
“This has all come about because of massive changes in technology,” he said. “With all media having the ability to be interactive we can always get (people) to do something.
“It doesn’t mean we’re changing what we do. Our focus is on understanding humans and understanding behaviour change and that’s our focus.’