THE LOWRY USE ZERO-RISK BIAS FROM BEHAVIOURAL SCIENCE IN DIGITAL ADVERTISING CAMPAIGN

Our digital ad campaign for The Lowry, a charity that focuses on making art accessible for everyone, explores a theory from behavioural science known as the zero-risk bias.

This is the idea that the more you reassure people of the limited risks involved in a decision, the easier it will come to them.

We want to discover if we can increase the performance of this campaign by positioning their State of Us exhibition as risk-free.

To do this, we’re running a split-test.

The behavioural banners include the copy ‘free admissions for all’.

The control banners use standard messaging about the exhibition.

Once expanded, the full-page creative leads with a video trailer alongside an embedded social feed. We also included a separate tab that features an image gallery.

Molly White, Account Executive, 20th Nov 2019



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