The collectables industry remains an inexhaustible source of fascination and challenge. Which is why we are especially proud to share a new Hello Growth adventure: the launch of the "Polish Lucky Dime" campaign for AZ Aurum in Poland. This acquisition campaign is a fine example of how consumer psychology can be used to drive growth.
"The idea for the Polish Lucky Dime was almost entirely inspired by a video by Victor Mids, known from Mindfuck, in which he explains the decoy effect."
The decoy effect: the inspiration behind the campaign
The idea was almost entirely inspired by a video by Victor Mids, known from the Dutch television programme Mindfuck, in which he explains the decoy effect. That effect is about using choices deliberately to steer consumers gently towards a particular decision. Applying those psychological insights, we developed a campaign designed to spark the interest of collectors in a way that makes it hard to say no.
From idea to result
What makes this campaign satisfying is that we did not only develop the creative concept; we took on the full PPC strategy and execution as well. Through Google, Instagram and Facebook we reached the right collectors, and the first results are promising. Orders from Polish collectors are coming in, which marks an excellent start to our adventure in Poland.
The project shows how important it is to combine psychology and creativity in marketing campaigns. By working with the way consumers actually make choices, we created an offer that is genuinely hard for the audience to resist.
Collaboration and what comes next
This project would not have been possible without the trust of Adam Zielinski and the excellent collaboration with Wesley Toet. Together we showed what becomes possible when you use marketing psychology deliberately to create growth.
We are looking forward to the next steps in Poland. Curious how consumer psychology could help your business grow?
