Kinetic and #ogilvychange launch behavioural economics planning tool
Thursday March 26, 2015 at 9:53am
Kinetic, global leader in Out-of-Home media planning, and #ogilvychange, a world-leading behavioural science practice, have launched The Alfresco Labs, an OOH behavioural economics planning tool. The Alfresco Labs uses Behavioural Change tactics to work with client-specific OOH advertising to drive behavioural consumer change in the short term. The tool allows clients to place OOH advertising in prime locations in order to reap behavioural change rewards. The Alfresco Labs is based on 18 months of Behavioural Change research, which has revealed key nudges for OOH creative and planning. Kinetic and #ogilvychange ran two experiments, including one in a shopping centre (see picture) where they demonstrated a 70% increase in footfall by using OOH posters and Behavioural Change theory. Jennie Sallows, head of insight at Kinetic, says: “When I joined Kinetic two years ago I had a hunch that OOH was the ultimate behavioural medium and after 18 months of research and two test experiments we now have the proof to back it up. Teaming up with #ogilvychange means that we are bringing together the thought leaders in OOH planning with Behavioural Change Strategy and providing a product that we can clearly link to driving sales in the short term.” Jez Groom, chief choice architect at #ogilvychange, adds: "At #ogilvychange we have been applying the insights from social psychology, cognitive psychology and behavioural economics to some of the world’s leading brands and organisations. Having started my career in media buying, it's been fascinating to carry out real world experiments into the psychology of OOH media – and the results from our first Alfresco Labs in a shopping centre have shown that small changes can have demonstrable returns." Kinetic is global leader in planning and buying out-of-home media. A WPP company and part of the tenthavenue performance marketing division, Kinetic employs over 900 professionals in 38 offices worldwide. In addition to its core business, Kinetic provides wide-ranging specialist expertise through its complementary service divisions including Aureus, Aviator, Kinetic Active, Kinetic Futures, Meta, Zone and Hi Rezz. #ogilvychange is part of Ogilvy Group, which is also part of WPP.