DIGITAL CAMPAIGN FOR UNITED AIRLINES EXPLORES ILLUSORY SUPERIORITY BIAS FROM BEHAVIOURAL SCIENCE

We recently launched a digital advertising campaign for United Airlines that explores the behavioural bias known as illusory superiority. This is the tendency for people to overestimate their own abilities compared to others.

We’re running a split test on desktop to see if inviting people to test their knowledge against others increases the number of people engaging.

The control banner invites people to roll over to take the quiz:

And the behavioural banner invites them to test their knowledge against others:

Once expanded, the full-page creatives both lead with an interactive quiz that tests people’s knowledge of America. Once complete, it reveals how many other people chose each option.

You can play the quiz here.

We’re also running a content test to see whether a hotspot map or a quiz achieves longer interaction times and higher click rates.

Here’s the map creative.

 

Molly White, Account Executive, 10th Oct 2019


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Behavioural Travel

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