Because if things are already going so well that sick children can realize their dreams, why is help still needed? Fortunately, KiKa is prepared for this thought, and actively indicates the urgency by following up the good news with their goal: ‘We have to get to 100 percent’. And they immediately explain how you can contribute to this: ‘Make children’s dreams come true. See what you can do at kika.nl’.
People often have the intention to help, but don’t always do it. For example, if a lot of people are already helping, your help feels unnecessary. And when very few people help, your help feels like a drop in the ocean. It goal proximity effect shows that people contribute more quickly if they have the feeling that progress has already been made, but that there is still work to be done to achieve the ultimate goal. And that is exactly what this commercial says.
I can only applaud the use of behavioral science in a creative way as KiKa does. If you have a better understanding of how your target group thinks and acts, you have more certainty that they will do what you want them to do with your campaign. And that ensures better results. KiKa knows how to convince their viewer of their important message in a smart way, hopefully resulting in many new donors. A deserved finalist for the Golden Loeki in my view.
Lotte Verstijnen is a behavioral scientist at Open Now and advertises there based on science.
2024-03-07 11:56:27
#KiKa #misleads #viewer #works
