VISIT JERSEY USE REGRET AVERSION BIAS FROM BEHAVIOURAL SCIENCE IN DIGITAL ADVERTISING CAMPAIGN

Our digital ad campaign for Visit Jersey explores the behavioural bias known as regret aversion. This is the tendency for people to choose an option that minimises regret, even if it is more expensive than an alternative option.

We want to discover if we can achieve a higher engagement rate for this campaign by highlighting the things you miss out on by not booking a trip to Jersey.

For this campaign, we’ve created desktop and mobile ads. We’re running a split-test across both formats to test our hypothesis.

On desktop, the behavioural banners include the revolving copy ‘A fresh taste of adventure… take our quiz… to see what you’ll be missing’.

The control banners feature the messaging used across all of Visit Jersey’s marketing.

Once the banners expand full-page they lead with a quiz that helps people plan their trip to Jersey.

For mobile, the behavioural creative includes the copy ‘Don’t miss out on a fresh taste of adventure with Jersey’.

The mobile control creative also uses the messaging used across all of Visit Jersey’s marketing.

Both versions include a video carousel showcasing the activities on offer in Jersey.

Molly White, Account Executive, 1st Oct 2019


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Behavioural Travel

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