British publishing company Pearson is running an engagement campaign to increase sign-ups to their Pearson Learning Hub, a digital training platform that helps employers train their apprentices.

This campaign is inspired by a behavioural bias known as zero risk, the idea that people are more likely to do something that’s risk-free.

Pearson is interested in testing whether more employers will engage with an ad that highlights their platform’s free trial.

We’re running a split test.

Our test banners invite people to ‘Roll over for a free trial’.

The control banners use the copy ‘Roll over to explore’.

Once expanded, the full-page ad uses interactive hotspots to reveal the features of the Learning Hub.