Not rendering correctly? View this email as a web page here.

Spread the love! Forward this email to your trend-obsessed friends and share on social media »


At Australia’s Splendour in the Grass festival in July, attendees earned access to a VIP tent in exchange for getting tested for chlamydia. The Down to Test program was created by the NSW Government in response to rising STI rates among 15-29 year-olds in Australia. After a free urine test, festival goers were sent their results a week later by call or text. Participants gained access to a VIP tent, which featured a glitter bar, free phone charging, ice water and clean toilets.

Ah yes, festivals: the only places on Earth where clean toilets can be combined with a glitter bar and called ‘VIP treatment’. But look past the festival chic and this example shows the NSW Government putting three key principles into action when it comes to getting people to do something that you want them to do. First, go where they are. Second, make it easy. Third, make it rewarding. By heading to a music festival, offering an STI test guaranteed to take less than five minutes, and allowing access to a VIP promised land afterwards, this program ticked all three boxes.

The key challenge for you: if it’s necessary to apply these principles when encouraging people to look after their own health, how much more effectively must you apply them when asking consumers to engage with your brand?

Take these thoughts back to your team…

Chart your entire customer journey through the lens of those three principles. Are you asking consumers to go to you, when you could be serving them where they are? Is each step through the process made as easy as possible? Are key engagement moments rewarding?

When it comes to serving consumers in the right place at the right time, what new spaces – both physical and digital – can you employ? For the Down to Test program, a music festival was the perfect fit. What is the equivalent space for you?


Want more? Premium clients can set up weekly innovation digests for relevant topics. They also get full access to the 19,000+ innovations in our online database and 50+ reports a year, including our exclusive 2018 Trend Report. Learn more »