In previous posts I have highlighted the sophisticated use of persuasion in advertising – sophisticated because it seems so simple. In a current television ad being run by Protect Our Coral Sea they use a giant humphead wrasse named Barry as their spokes-fish.
Watch the advertisement and look for the use of Contrast and Liking.
The reference to the Amazon and the Serengeti take world-renowned environmental flagships and connects them to “our” Coral Sea thereby answering the Contrast Phenomenon question “Compared to what?”
Barry says that as Australian’s only we can protect it (nice bit of Liking). There is a drop in by another fish saying ‘hello Barry‘ – pointing toward Consensus, more than just Barry and I involved; before delivering the call to action of contacting the Prime Minister.
When you go the website you have the video, a list of other reef supports (Consensus), keep scrolling down and you find all of the major world environmental foundations and societies (Authority) and on the right there is a sign-up box asking you to act now:
This then takes you to a page that asks you send a letter to your local member. Based on the Commitment you have made to click on the ‘Send Letter’ button on the first page – you are most likely to send the email – nailing Consistency.
They have even gone to the effort of typing out an example letter for you to send to your local member – what a gift (Reciprocity).
In the body of the example email they highlight all that will be lost if the Federal Government suspends protection of the Coral Sea (the loss of many marine hotspots, endangered species, marine businesses, the overall health of our oceans, and Australia’s reputation as a world leader in marine conservation). And there my friend is Scarcity!
In a 27 second advertisement and two webpages Protect Our Coral Sea have nailed all of Cialdini’s principles in record time.
Not that it matters, but I sent the letter to my local member. Great campaign!
Let me know what you think.
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