Gros plan sur le nudge au travers de la plate-forme «Nudging for Good », mais également sur l’AIM Nudging for Good Awards 2017.
Qu’est-ce que le nudge ?
Sérieusement ? Je dois vraiment te refaire un topo sur le nudge ? C’est notre 20ème article, signé Gnitekram, sur ce merveilleux sujet, alors va faire un tour sur notre blog pour connaître les moindres détails sur cette pratique marketing à la mode ! (c’est par ici)
Pour les flemmards qui n’ont pas envie de se perdre sur nos autres articles (vous ratez quelque chose je vous jure !), le nudge est une « petit coup de pouce ». C’est une incitation bienveillante ayant pour but d’encourager, de manière douce, l’adoption de comportements positifs.
Focus sur l’initiative Nudging for Good de BVA et AIM
Qu’est-ce que « Nudging for Good » ? C’est une initiative menée conjointement par l’ AIM (European Brands Association – l’Association européenne des Industries de Marques) et BVA dont l’objectif est le lancement d’une plateforme numérique de ressources, en libre accès, destinée aux marques et à leurs responsables marketing (lien de la plateforme). Cette initiative a été imaginée avec le département « nudge unit » de BVA et son département d’étude grande consommation.
Richard Bordenave, directeur marketing et de l’innovation chez BVA, évoque cette plate-forme en parlant de « première mondiale que le recours mutualisé du secteur marchant au nudge en faveur de l’intérêt général »
La plateforme « nudging for good » met notamment à disposition une boite à outils afin de promouvoir et de développer de manière efficace le nudge dans les produits de consommation.
Cette boite à outils détaille, de manière précise, la démarche à suivre pour mettre en place le nudge au travers de six étapes clés : define, explore, design, pre-select, evaluate, implement et measure.
Par ailleurs la plateforme aborde le sujet de l’insight consommateur et de son importance dans le processus du nudge. La présence de cas d’étude détaillés permet également aux marketeurs de suivre des exemples réussis de nudge.
Si vous n’avez toujours pas compris l’objectif de Nudging for Good, je vous laisse regarder cette vidéo explicative réalisée par les membres de BVA….bon visionnage !
Retour sur l’AIM Nudging for Good Awards 2017
En 2017, AIM Brands, en lien avec BVA, a lancé la cérémonie « Nudging for Good Awards » afin de promouvoir la création de la plateforme Nudging for Good. Retour sur les lauréats de cette édition 2017 :
Vainqueur : La Roche Posay my UV patch
Il s’agit ici d’un patch connecté afin d’améliorer nos réflexes de protection face au soleil. Relié a une application, ce patch calcule notre capital solaire et nous indique les bons conseils à adopter en fonction du résultat. Dites nous en commentaire si ce genre d’innovation vous tente!
Coup de coeur du jury : SCA Okay Compressé
Dans le monde du Sopalin, le packaging produit à toute son importance. En effet, c’est un indicateur de qualité et de performance : plus il est gros, mieux il sera. Ici, dans une problématique environnementale, SCA a imaginé un produit dont la taille a été réduite par deux mais qui garde le même degré d’efficacité. Le produit est ainsi plus facile à transporter, à ranger et avec un packaging réduit de plus de 30, % il bénéficie également à l’environnement
Prix d’excellence, santé et bien être (1) : Heineken : this one is on us
Tout le monde le sait, boire de l’eau en soirée entre les verres d’alcools est bénéfique pour limiter son état d’alcoolisation. L’idée d’Heineken est de faire de la modération quelque chose de cool en plaçant l’eau au centre de toutes les soirées. L’idée, testée à la Holland Heineken House lors des jeux Olympiques de Rio, est d’offrir un verre d’eau gratuit lors de l’achat de chaque bière. Afin de rendre la consommation d’eau fun, cette dernière provenait d’une tireuse à bière.
Prix d’excellence, santé et bien être (2) : Le plaisir raisonné avec l’En cas Caprice des Dieux
Le Nudge repose ici sur la création de portions délimitées sur le packaging afin de consommer la quantité de fromage adéquate pour répondre à l’apport journalier nécessaire de produits laitiers.
Si tu veux en savoir plus, on en parle ici :
Si le nudge t’intéresse, viens faire un tour par sur notre blog, tu trouveras sûrement ton bonheur parmi toutes les thématiques évoquées.
A bientôt sur Gnitekram.
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