DIGITAL CAMPAIGN FOR WITNESS FOR THE PROSECUTION EXPLORES THE ILLUSION OF CONTROL BEHAVIOURAL BIAS

We recently launched a digital ad campaign for Witness for the Prosecution – the play that summons the audience for jury service – that tests a behavioural bias called illusion of control.

Illusion of control is the tendency for people to overestimate their influence over events. We see this bias in play when sports fans think their actions will affect the outcome of a match.

We’re running a split-test to see whether we can increase the engagement rate for the campaign by inviting people to decide the show’s verdict.

The control banner invites people to attend a case.

And the behavioural banner invites them to decide the verdict of that case.

Once expanded, the full-page creatives both lead with multiple videos alongside critique reviews and more details about the show.

Molly White, Account Executive, 18th Oct 2019



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