Six sells

“99.9 percent of the time your consumer does not give a flying rats about your brand. They don’t care, they’re thinking about something else completely”.

At June’s World of Unmissable event, consumer psychologist and Thinkerbell founder Adam Ferrier delivered an introductory presentation on six-second advertisements and films, as well as other marketing comms that deliver impact in limited amounts of engagement and time.

Why six seconds? “Very often it’s all you have,” he said.

“Every single piece of creative we create is all about trying to change people’s behaviour,” said Ferrier, and there are only two ways to do it: increase their motivation, or make it easier for them to do it.

“Motivation is creating a desire that someone is likely to act upon. Ease is around