How would you react if you approached a hot-jam donut truck only to be dissuaded and pushed to purchase a fruit salad instead?
When nutritional information was provided just 5% made the switch from the greasy treat. But when an incentive was offered the figure sky rocketed to 43%.
Customers’ reactions towards the cheeky point-of-purchase guilt trip were captured by hidden cameras which were set up to document the social experiment.
The experiment is part of a campaign by life insurer AIA Australia. It was designed to demonstrate the power incentives have in encouraging healthy choices and promote the programs new incentive-based health and wellness program, Vitality.
Tim Tez, chief marketing officer AIA Australia, said: “As part of our marketing activities we decided to use a fun social experiment to show Australians how Vitality can use similar incentives to help them achieve their health goals. While there has been a lot of academic research on the impact of incentives on health, we wanted an everyday example that could be shared via a variety of social media and other channels.”
The story about the social experiment broke on Ten’s The Project last week and is part of an ongoing PR strategy developed for AIA by The Reputation Group.
Lelde McCoy, managing director at The Reputation Group, said: “AIA Vitality is a proven behavior change program, not just another run-of-the-mill rewards program. We wanted the public relations campaign to spark discussion about Vitality’s underlying principles and to provide relevant and emotionally engaging content to extend the conversation about incentives into traditional and online media.”
CREDITS: Client: AIA Australia Chief Marketing Officer: Tim Tez General Manager, life insurance: Damien Mu Public Relations Manager: James Cameron PR and strategy development: The Reputation Group Managing Director: Lelde McCoy Account Directors: Maija McCoy, Jess Lindsay & Charissa Feng Production: The Taboo Group Account Director: Symon Van Haalen Camera Operators: Chas MacKinnon & Drew Dunlop