Transcript.

OK, let’s start with our first example for Calor GAS. This Learning was made to embed their Safety CARE Habits across the business. We used AI tools and motion capture to create a surprising guide set in real Calor environments, who kicks things off.

You already implement a lot of those behavioural biases like humour, the element of surprise and these are the biggest of today, like the power of now. It’s all about novelty, surprise and excitement to be able to go through and get that attention. You’re starting it with something different, something intriguing. You’re tapping into the psychological factors and what really gets people within the attention economy. And you’re actually doing it with a human that’s not even human, a personification like a mascot. In branding, people relate to mascots, from McDonald’s to Michelin.

So, personification and surprise are the main things that are striking and grab that attention, and you’ve started with that, which I love.

Now, the commentators – this is so great. We’re in an ecosystem filled with video consumption, most video consumption that’s really appealing is community-based content that you can relate to. In the football commentary, sometimes they say what you think you know, so you feel like you’re involved within the process – you feel seen. It’s kind of applying the IKEA effect of Behavioural Science in this case, where you bring the learner in to collaborate with you and be engaged. You keep them hooked in by applying a new behaviour bias, which is intuitive.

That makes me think of that Twitch explosion a few years back, that’s now everywhere, of people filming themselves responding to something, – what’s it like to experience this? It gives you a different perspective, makes it more memorable and gives us permission to repeat things and really embed what in this case is a very simple message.

You’re making it feel more relevant to the person. It’s not the business telling you what to do. It’s like you should do this for your own benefit because we care. So, you make it human as well. And I feel like that’s really interesting. It’s like the Holy Trinity of personification you’re able to do it because the source, the format and the audience are personified in your language and your cues, in the format and in the message that was communicated. I was smiling throughout because I kept wanting to learn more.