The only Gold Retail Nudge Award won for DAS Legal
The only Gold Retail Nudge Award in 2015 is won by The Hunting Dynasty & Partner Innovationbubble for DAS Legal Expenses Insurance company.
The inaugural awards ceremony saw us pick up the only Gold for our ability to increase the comprehension level of a customer-facing product description.
Over two experiments, seven Welcome Letters that describe the same product were written in different psychologically-informed styles (e.g. chunking, schema, narrative) and all were tested for comprehension and recall. Participants took a 10 minute online test. First, reading one of the letters, and secondly answering questions such as a Cloze comprehension test, and Factor self-report questions. Nearly 900 participants were recruited of all ages and letter reading was time-limited to 3 minutes.
The surprising result from this research was that the communication structure most effective at increasing reader comprehension had the lowest reading ease of those initially tested – if it reads well, it’s not necessarily good.
Who knew? We didn’t. But now our client does, and they know how to input this across their comms.
— #ogilvychange (@OgilvyChange) June 12, 2015