Digitas Future Talks - Hypnotise Your Users

Digitas Future Talks - Hypnotise Your Users is a masterclass on behavioural design, platform mechanics, and how digital experiences drive action. Presented by Tristan, Creative Tech Director at Digitas, this session breaks down the six-stage blueprint that moves a user from curiosity to conversion and ultimately into sustained loyalty.
The session shows how principles of hypnosis—focus, trust, suggestion, immersion—map directly onto modern UX strategy. Platforms that prime attention, reduce resistance, and reinforce identity don’t coerce behaviour; they make action feel voluntary and inevitable.

Transcript

1. T H E N E T W O R K E D E X P E R I E N C E A G E N C Y © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y | F UTURE TAL KS N O V E M B E R 2 0 2 5 HYPN TISE YOUR USERS In fl uencers spark interest... but how that attention is managed is what matters. This session dives into platforms that capture attention, deepen engagement, and convert desire into action. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y T H E N E T W O R K E D E X P E R I E N C E A G E N C Y N O V E M B E R 2 0 2 5 | F UTURE TAL KS
2. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y Where we’ve been so far. 11 So what do we do with their attention? 1 In-roading Ai Jan 2025 2 IAB Spends & Trends Feb 2025 3 Hello A.L.I.C.E Mar 2025 4 SW(H)AT? Apr 2025 5 The Relationship Economy May 2025 9 Social Commerce Sep 2025 8 A New Era of In fl uence Aug 2025 6 New Generations & Business Impact Jun 2025 7 Total Commerce End-to-end Jul 2025 10 In fl uencers vs. Content Creators Oct 2025
3. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y I’m Tristan, Creative Tech Director @ Digitas. Hi there. I’ve been engineering user-journeys for over 15 years. I love the stuff… it… uh… hypotises me. ✨
4. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 4 K. But what’s the deal with hypnosis? H Y P N O T I S E Y O U R U S E R S © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y
5. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 5 H Y P N O T I S E Y O U R U S E R S I’ve always been fascinated by Dark Patterns in UX. https://www.deceptive.design/ They’re like the pixel equivalent of gaslighting. And major online players use them.
7. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 7 H Y P N O T I S E Y O U R U S E R S Somewhat recently they’ve been made Illegal in the EU. https://cbtw.tech/insights/illegal-dark-patterns-europe
8. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 8 So it got me thinking… Not all manipulation is evil. H Y P N O T I S E Y O U R U S E R S Some of it is ancient. Clinical. Even therapeutic.
9. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 9 Which brings us to Hypnosis. A framework that’s not about deception, but suggestion. Not about control, but focus. And that’s exactly what great digital platforms do… when they’re working right. H Y P N O T I S E Y O U R U S E R S
10. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 10 Hypnosis shows us how focused attention, trust, and suggestion can shape behaviour - voluntarily. H Y P N O T I S E Y O U R U S E R S It’s not mind control. It’s behavioural design with permission. #OptedIn
11. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 11 For digital experiences, that’s everything: H Y P N O T I S E Y O U R U S E R S © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y ✦ Guide focus. ✦ Lower resistance. ✦ Make action feel inevitable. 1. Hypnosis is the blueprint. 2. UX is the interface. 3. Conversion is the result.
12. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y But yea. It’s just a creative vehicle for this presso. #NoVoodoo H Y P N O T I S E Y O U R U S E R S
13. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y What’s on the cards today? 3. Immerse them 6. Inspire their future with you 4. Guide conversion 1. Prime them 5. Reinforce it 2. Grab attention
14. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y What’s on the cards today? 1. Prime them 2. Grab attention 3. Immerse them 4. Guide conversion 5. Reinforce it 6. Inspire their future with you
15. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y H Y P N O T I S E Y O U R U S E R S This is a fictional portrayal. The character’s likeness has been creatively adapted and does not represent the real individual.
16. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y Prime them 1 / 6
17. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y Prime them 1 / 6 This is where everything starts - if this step fails, nothing downstream sticks. ✦ Set expectations ✦ Lower resistance ✦ Build trust
18. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 18 Hold up.
19. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 19 #HoldUp What is Priming? H Y P N O T I S E Y O U R U S E R S | P R I M E T H E M /ˈprʌɪmɪŋ/ verb make (something or someone) ready for use or action. https://www.youtube.com/watch?v=Ocp4JvZKWcg
20. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 20 HYPNOSIS This is the pre-talk + rapport-building The subject is told what to expect Reassured it’s safe Gently invited into the experience DIGITAL The awareness handoff + your fi rst impression Match the user’s expectation Calm any friction or doubt Clearly signal value and intent H Y P N O T I S E Y O U R U S E R S | P R I M E T H E M What is Priming? ✦ ✦ ✦ ✦ People only go deeper into experiences they feel safe entering. If they don’t trust the door, they won’t walk through it.
21. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 21 H Y P N O T I S E Y O U R U S E R S | P R I M E T H E M Why Prime? 75% of consumers judge a company's credibility based on its website design. Making trust signals crucial. https://tipsonblogging.com/2025/10/consumer-trust-statistics/
22. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 22 Example of Priming Magic H Y P N O T I S E Y O U R U S E R S | P R I M E T H E M The Problem: Users didn’t "trust the door" of a new digital wallet. https://www.jeton.com/ The Priming: + Scrollytelling (Pacing & Control) + Confident White Space (Cognitive Safety) + Tactile Micro-interactions (Tangibility) + Radical Simplicity (Transparency) + Glassmorphism & Depth (Lightness & Order) The Result: The design subconsciously signals transparency, removing the "is this safe?" friction instantly.
23. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 23 Example of Priming Magic H Y P N O T I S E Y O U R U S E R S | P R I M E T H E M https://www.jeton.com/
24. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 24 How to Set Expectations H Y P N O T I S E Y O U R U S E R S | P R I M E T H E M Mirror tone Ensure the headline on the landing page matches the copy of the ad/email verbatim. "Cognitive Fluency” - when the brain recognizes the text immediately, it perceives the experience as truthful and easy. https://www.klientboost.com/cro/message-match/
25. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 25 How to Lower Resistance H Y P N O T I S E Y O U R U S E R S | P R I M E T H E M Leverage "Hick’s Law" If you give a user 5 options, decision time increases logarithmically. A landing page should offer only one door to walk through. https://lawsofux.com/hicks-law/ | https://www.flowmapp.com/blog/qa/main-ux-laws
26. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 26 How to Build Trust H Y P N O T I S E Y O U R U S E R S | P R I M E T H E M Borrow Authority Place recognisable security logos (Norton, McAfee) or client logos (Google, Nike) near the "Submit" button. Use Social Proof to address a common fear (e.g., "I was worried this would be hard to install, but...") next to the friction point (the price or form). https://www.userintuition.ai/reference-guides/ trust-ux-badges-proof-and-the-research-behind-them
27. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 27 H Y P N O T I S E Y O U R U S E R S | P R I M E T H E M #ShamelessPlug Creative Experiences https://www.digitas.com/en-anz/ work/come-and-say-gday Simple Easy Guided
28. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y What’s on the cards today? 1. Prime them 2. Grab attention 3. Immerse them 4. Guide conversion 5. Reinforce it 6. Inspire their future with you
29. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y What’s on the cards today? 1. Prime them 2. Grab attention 3. Immerse them 4. Guide conversion 5. Reinforce it 6. Inspire their future with you
30. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y H Y P N O T I S E Y O U R U S E R S This is a fictional portrayal. The character’s likeness has been creatively adapted and does not represent the real individual.
31. H Y P N O T I S E Y O U R U S E R S Grab attention N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 2 / 6
32. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y Grab attention 2 / 6 This is the moment you light the spark - if attraction fails, there’s no second chance. ✦ Command immediate focus ✦ Create a sensory moment ✦ Anchor a standout idea
33. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 33 #HoldUp What is an attention grab hook? H Y P N O T I S E Y O U R U S E R S | G R A B A T T E N T I O N Keenya Kelly Video & Social Media Strategist 516.1K Followers @keenyakelly https://www.tiktok.com/@keenyakelly/ video/7467944983782296863
34. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 34 #HoldUp What is an attention grab hook? H Y P N O T I S E Y O U R U S E R S | G R A B A T T E N T I O N Founder of acquisition.com By age 32, Alex and his wife Leila’s net worth crossed $100M. https://www.instagram.com/hormozi/ | @AlexHormozi 4.2M + Followers https://www.youtube.com/shorts/V-loNBSqdWY
35. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 35 H Y P N O T I S E Y O U R U S E R S | G R A B A T T E N T I O N Why Grab Attention? Users form 1st impressions about a website in 0.05 Seconds. https://www.researchgate.net/publication/ 220208334_Attention_web_designers_You_have_50_milliseconds_to_make_a_good_ fi rst_impression_Beh aviour_and_Information_Technology_252_115-126
36. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 36 H Y P N O T I S E Y O U R U S E R S | G R A B A T T E N T I O N Why Grab Attention? They decide to stick around within 3-10 Seconds (Up to 200 x 1st Impressions). https://www.nngroup.com/articles/how-long-do-users-stay-on-web-pages/
37. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 37 H Y P N O T I S E Y O U R U S E R S | G R A B A T T E N T I O N Why Grab Attention? 3 new websites are launched every 1 second… before GenAi (+/- 30-50% YOY). https://www.forbes.com/advisor/business/software/website-statistics/
38. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 38 Maths. 🙄
39. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 39 H Y P N O T I S E Y O U R U S E R S | G R A B A T T E N T I O N Why Grab Attention? So while they’re initially considering you… 9+ attention vampires arrived.
40. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 40 H Y P N O T I S E Y O U R U S E R S | G R A B A T T E N T I O N Why Grab Attention? If you don’t captivate them… 1 x tap redirects their attention to someone else.
41. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 41 HYPNOSIS Fixed attention on a single point External noise drops away The subject is “locked in” DIGITAL A strong and clear USP anchors the platform A big idea makes it meaningful Design choices drive attention toward it H Y P N O T I S E Y O U R U S E R S | G R A B A T T E N T I O N How can we Grab Attention? ✦ ✦ ✦ Without a point of focus, users drift. With one, they convert.
42. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 42 The 1st step to Grab Attention. H Y P N O T I S E Y O U R U S E R S | G R A B A T T E N T I O N Author of 22 International Bestsellers By age 38, Seth sold his startup Yoyodyne to Yahoo! for ~$30M. https://seths.blog/ | @sethgodin https://www.youtube.com/shorts/5Xc7qyKNQcA
43. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 43 Example of Attention- Grabbing Magic H Y P N O T I S E Y O U R U S E R S | G R A B A T T E N T I O N The Problem: Passive trailers fail to engage a desensitised Gen Z audience - Rather gamify the plot - a deadly smiling curse. https://www.oneclub.org/awards/theoneshow/-award/57238/smile-2-watch/ Grabbing attention: + Simplicity + The Mechanic & Facial Recognition Tech + Immediate Feedback Loop + Forced a physical contradiction The Result: Virailty - 786 million impressions, 16 million streams & SALES for days.
44. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 44 Example of Attention-Grabbing Magic H Y P N O T I S E Y O U R U S E R S | G R A B A T T E N T I O N
45. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 45 How to Command immediate focus H Y P N O T I S E Y O U R U S E R S | G R A B A T T E N T I O N The "One Job" Rule The practical application of Induction - clearing the mind of distractions so the subject focuses entirely on your voice. In UX terms, this is known as the Attention Ratio: 1 Page 1 Goal 1 Way to Act https://unbounce.com/conversion-centered-design/ | https://www.adviso.ca/ en/blog/tech-en/4-reasons-to-get-serious-about-your-landing-pages/
46. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 46 How to Create a sensory moment H Y P N O T I S E Y O U R U S E R S | G R A B A T T E N T I O N Fluid Micro-interactions Ensure the UI “morphs" or reacts fl uidly to engagement to create a feeling of life and responsiveness. https://david-supik.medium.com/mastering-micro- interactions-small-details-big-impact-fe209396a099
47. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y Link - https://www.youtube.com/watch?v=Du2lkZ_cux8
48. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 48 How to Anchor a standout idea H Y P N O T I S E Y O U R U S E R S | G R A B A T T E N T I O N The Red Thread Rule The "red thread" metaphor typically relates to narrative, theme, or a guiding principle. Every feature, interaction, and copy line must be traceable back to the Core Proposition. If the thread breaks, the feature is cut. This rule acts as a razor to ensure your platform isn't just a collection of functions, but a manifestation of a Big Idea. https://www.linkedin.com/pulse/what-red-thread- anyway-how-do-you-use-tamsen-webster/
49. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y What’s on the cards today? 1. Prime them 2. Grab attention 3. Immerse them 4. Guide conversion 5. Reinforce it 6. Inspire their future with you
50. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y What’s on the cards today? 1. Prime them 2. Grab attention 3. Immerse them 4. Guide conversion 5. Reinforce it 6. Inspire their future with you
51. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y H Y P N O T I S E Y O U R U S E R S This is a fictional portrayal. The character’s likeness has been creatively adapted and does not represent the real individual.
52. H Y P N O T I S E Y O U R U S E R S Immerse them N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 3 / 6
53. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y Immerse them 3 / 6 This is where fascination takes hold - interaction becomes emotion, and attention deepens into engagement. ✦ Construct the Reality ✦ Invite intuitive exploration ✦ Activate emotional momentum
54. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 54 #ImmerseWhatNow HMI = Immersion H Y P N O T I S E Y O U R U S E R S | I M M E R S E T H E M Territory Studio is a creative specialist with a unique approach to motion design, visual effects and digital experiences. https://www.linkedin.com/in/perrymason1/ Perry Mason Head of Digital Territory Studio United Kingdom https://territorystudio.com/
55. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 55 HYPNOSIS This is the deepening phase of trance Attention narrows, sensory input intensi fi es Emotional connection strengthens The subject is drawn into a guided internal experience DIGITAL This is where engagement becomes interaction Intuitive & compelling interaction points Experiences that foster active participation Personalisation that responds to the user’s signals H Y P N O T I S E Y O U R U S E R S | I M M E R S E T H E M What is Immersion? ✦ ✦ ✦ ✦ Immersion turns curiosity into commitment. If they’re exploring, they’re investing.
56. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 56 H Y P N O T I S E Y O U R U S E R S | I M M E R S E T H E M Why Immerse? Immersive experiences can increase conversion rates by roughly 35-40% Making immersive mechanics a conversion multiplier. https://www.mytotalretail.com/article/immersive-technologies-help-retailers-boost-conversions-and-reduce-returns/
57. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 57 How to Construct the Reality H Y P N O T I S E Y O U R U S E R S | I M M E R S E T H E M The Sunk Cost Fallacy/ Initiation The initial interactions (e.g., creating a highly unique avatar, completing a short but personalised quiz, or earning a rare starter item) are designed to feel low- effort to begin but establish an immediate, valuable personal investment. https://medium.com/design-bootcamp/why-your-best-players-quit- decoding-the-sunk-cost-fallacy-in-game-industry-b7fdb28d31c2
58. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 58 How to Invite intuitive exploration H Y P N O T I S E Y O U R U S E R S | I M M E R S E T H E M Create a Flow State Present a clear path forward with challenges or goals that are precisely balanced with the user's current skill level. New information is introduced gradually, right at the moment the user is ready for it. #MinimizeCognitiveLoadMaximizeMomentum https://www.gamedeveloper.com/design/the-flow-applied-to-game-design © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y
59. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 59 How to Activate emotional momentum H Y P N O T I S E Y O U R U S E R S | I M M E R S E T H E M The Endowment Effect A cognitive bias where people value an item they own more highly than an identical item they do not own. Giving the user immediate, tangible ownership over their progress, status, or unique digital items. The system should react dynamically to their choices, making their journey feel unique and irreplaceable. https://medium.com/nudge-notes/the-endowment-effect-design- strategies-to-promote-ownership-1e6a9687b66 | https:// kenthendricks.com/endowment-effect/ © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y
60. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 60 If you say so. But what would we build? H Y P N O T I S E Y O U R U S E R S | I M M E R S E T H E M Amplify it with GenAi Audio Mobilize it with WebAR Visual it with Volume
61. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 61 H Y P N O T I S E Y O U R U S E R S | I M M E R S E T H E M Amplify it with GenAi Audio Mobilize it with WebAR Visual it with Volume If you say so. But what would we build?
62. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 62 Visual it with Volume H Y P N O T I S E Y O U R U S E R S | I M M E R S E T H E M Text-to-3D https://lumalabs.ai/genie | https://app.anything.world/ Volumetric Capture https://www.evercoast.com/ | https://poly.cam/ Panoramic View https://skybox.blockadelabs.com/ Prototyping Worlds is Now a Prompt, Not a Pipeline. The latest breakthroughs in + Text-to-3D + Volumetric Capture & NeRFs + Panoramic View allow teams to quickly visualise potential brand worlds, test, and buy-in before committing to full-scale production.
63. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 63 Amplify it with GenAi Audio H Y P N O T I S E Y O U R U S E R S | I M M E R S E T H E M https://stableaudio.com/ Activating Emotional Momentum Generative AI Audio enables brands to prototype unique, reactive musical environments / sonic branding that transform a general experience into a deeply personal one. + Commercial Safety and Licensed Data + API Access for Dynamic, Real-Time Personalization + Speed and Scalability for Rapid Prototyping
64. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 64 #DontOnlyTakeMyWordForIt Amplify it with GenAi Audio H Y P N O T I S E Y O U R U S E R S | I M M E R S E T H E M Stability AI is unlocking the power of open-source generative AI to expand human creativity. https://stability.ai/ https://www.linkedin.com/in/joe-wright-57838965/ Joe Wright Business Development & Partnerships Stability AI United Kingdom
65. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 65 Mobilize it with WebAR H Y P N O T I S E Y O U R U S E R S | I M M E R S E T H E M https://datareportal.com/reports/digital-2026-south-africa TL;DR - South Africans have smart phones and they use browsers that can deliver cool stuff. Frictionless Immersion WebAR transforms the average smartphone - instantly eliminating app download barriers. This zero-friction accessibility makes it perfect to deliver immersive, personalised experiences across a market constrained by data costs and device limitations. + Maximized Reach & Lower Barrier to Entry + Trialability and Purchase Con fi dence + High Engagement and Shareability (UGC)
66. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 66 #DontOnlyTakeMyWordForIt Mobilize it with WebAR H Y P N O T I S E Y O U R U S E R S | I M M E R S E T H E M Augmented Hype empowers businesses to transcend traditional engagement boundaries by harnessing the transformative power of Extended Reality (XR). https://augmentedhype.com/ https://www.linkedin.com/in/rich-s-watson Rich Watson Chief Executive Officer Augmented Hype United Kingdom
67. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 67 H Y P N O T I S E Y O U R U S E R S | I M M E R S E T H E M Bridge IRL & URL 1. Buy a product (e.g. Coke) 2. Input a unique identi fi er (e.g. Underliner) 3. Unlock more of the experience #Phygital Mobilize it with WebAR https://augmentedhype.com/
68. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y
69. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 69 H Y P N O T I S E Y O U R U S E R S | I M M E R S E T H E M #ShamelessPlug Creative Experiences https://www.digitas.com/zh-cn/work/ jfk-moonshot
70. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y What’s on the cards today? 1. Prime them 2. Grab attention 3. Immerse them 4. Guide conversion 5. Reinforce it 6. Inspire their future with you
71. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y What’s on the cards today? 1. Prime them 2. Grab attention 3. Immerse them 4. Guide conversion 5. Reinforce it 6. Inspire their future with you
72. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y H Y P N O T I S E Y O U R U S E R S This is a fictional portrayal. The character’s likeness has been creatively adapted and does not represent the real individual.
73. H Y P N O T I S E Y O U R U S E R S Guide conversion N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 4 / 6
74. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y Guide conversion 4 / 6 This is where action happens - your experience must remove doubt and make the next step feel inevitable. ✦ Right action at the right moment ✦ Reinforce value ✦ Use smart friction
75. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 75 Uuuhhhh… I thought you said no Voodoo Stuff. Convert? H Y P N O T I S E Y O U R U S E R S | G U I D E C O N V E R S I O N /kənˈvəːt/ verb complete a desired action, such as making a purchase, signing up for a newsletter, or filling out a contact form.
76. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 76 Uuuhhhh… I thought you said no Voodoo Stuff. Convert? H Y P N O T I S E Y O U R U S E R S | G U I D E C O N V E R S I O N /kənˈvəːt/ verb complete a desired action, such as making a purchase, signing up for a newsletter, or filling out a contact form. Too many dudes… dude. 💥 Gil Cohen 💥 SVP of Client Success at Trend Hunter
77. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 77 HYPNOSIS Induce a state of focus Embed post-hypnotic suggestion Trigger decision through repetition Anchor value with sensory cues Leverage trance to elicit commitment DIGITAL Remove distraction from the purchase path Seed purchase intent through micro-copy Reinforce CTA through pattern and placement Highlight bene fi ts visually and contextually Use UX fl ow to accelerate decision H Y P N O T I S E Y O U R U S E R S | G U I D E C O N V E R S I O N How can we Guide Conversion? ✦ ✦ ✦ ✦ ✦ Design frictionless journeys that don’t sell, but seduce action.
78. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 78 H Y P N O T I S E Y O U R U S E R S | G U I D E C O N V E R S I O N Why Guide Conversion? 46.8% Of South African internet users (Almost half) shop online weekly. A seamless journey turns interest into action. https://datareportal.com/reports/digital-2026-south-africa
79. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 79 Example of Conversion Magic H Y P N O T I S E Y O U R U S E R S | G U I D E C O N V E R S I O N The Problem: Traditional conversion paths (queues) failed due to unwanted friction (resellers). https://www.dentsu.com/us/en/our-work/adidas-hidden-in-plain-sight The Guidance: Conversion was only offered to those who proved high intent (true fans following influencers/searching for physical locations). The Result: True fans were rewarded with exclusive, seamless access.
80. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 80 How to plot the Right Action at the Right Moment H Y P N O T I S E Y O U R U S E R S | G U I D E C O N V E R S I O N The 3-Second Rule The user should never have to search for the next step. If it takes more than 3 seconds to fi nd the CTA, you have lost the moment. The Call-to-Action must re fl ect the user's current intent, not the fi nal goal. https://groverwebdesign.com/news/the-3-second-rule-creating- call-to-actions-that-convert-even-distracted-users/ | https:// www.wordstream.com/blog/ws/2022/04/13/call-to-action-examples
81. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 81 How to reinforce value H Y P N O T I S E Y O U R U S E R S | G U I D E C O N V E R S I O N Price Anchoring At the moment of commitment, the user must be reminded of the gain to outweigh the cost. Proximity Principle - Place bene fi t summaries immediately adjacent to the fi nal CTA. Counteract Doubt - Use micro-copy to reinforce the bene fi t. https://www.salesforce.com/sales/revenue-lifecycle-management/ price-anchoring/ | https://stoutewebsolutions.com/three-examples- of-effective-price-anchoring/
82. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 82 How to use smart friction H Y P N O T I S E Y O U R U S E R S | G U I D E C O N V E R S I O N https://www.incognia.com/blog/smart-friction-on-fraud-prevention | https://unbounce.com/landing-pages/white-paper-landing-page/ Filter Commitment Use minor, intentional friction to fi lter out low-intent users and ensure data quality. Require a small action (e.g., providing an email) before granting access to high-value content.
83. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 83 H Y P N O T I S E Y O U R U S E R S | G U I D E C O N V E R S I O N #ShamelessPlug Total Commerce https://www.digitas.com/en-us/work/ walmart-carts Right Action Right Time VX
84. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y What’s on the cards today? 1. Prime them 2. Grab attention 3. Immerse them 4. Guide conversion 5. Reinforce it 6. Inspire their future with you
85. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y What’s on the cards today? 1. Prime them 2. Grab attention 3. Immerse them 4. Guide conversion 5. Reinforce it 6. Inspire their future with you
86. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y H Y P N O T I S E Y O U R U S E R S This is a fictional portrayal. The character’s likeness has been creatively adapted and does not represent the real individual.
87. H Y P N O T I S E Y O U R U S E R S Reinforce it N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 5 / 6
88. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y Reinforce it 5 / 6 This is where habits are formed - keep attention warm and behavior repeating with emotional reinforcement. ✦ Trigger memories ✦ Celebrate repetition ✦ Embrace the loops
89. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 89 H Y P N O T I S E Y O U R U S E R S | R E I N F O R C E I T Nik Goodner Internet personality 204K Followers @nikgoodner https://www.nikgoodner.com/ #HoldUp Reinforce what now?
90. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 90 HYPNOSIS Use post-hypnotic suggestions Repeat cues to form habit Anchor responses to symbols Reaf fi rm new identity DIGITAL Trigger return with rewards Reinforce with UX nudges Tie meaning to brand cues Re fl ect who they’ve become H Y P N O T I S E Y O U R U S E R S | R E I N F O R C E I T How do we reinforce it? ✦ ✦ ✦ ✦ Repetition builds the loop. Rewards keep it spinning.
91. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 91 H Y P N O T I S E Y O U R U S E R S | R E I N F O R C E I T Why Reinforce it? 83% Of South Africans actively use loyalty programs Loyalty isn’t a nice-to-have. It’s a habit we can design for. https://www.bizcommunity.com/article/82-of-south-africans-are-using-loyalty-schemes-258197a
92. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 92 Example of Reinforced Magic H Y P N O T I S E Y O U R U S E R S | R E I N F O R C E I T The Problem: Overcoming the switching barrier and established habits of rival coffee loyalty programs. https://www.youtube.com/watch?v=vbspIBWC2qA The Reinforcement: Immediately neutralising the psychological cost of switching brands by converting 'sunk cost' into an immediate, tangible reward. The Result: 15k App Downloads | 1.5 Billion Impressions
93. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 93 How to Trigger memories H Y P N O T I S E Y O U R U S E R S | R E I N F O R C E I T https://www.yotpo.com/blog/the-peak-end-rule-in-cx/ The Peak-End Rule Loyalty program evaluation is disproportionately driven by the single highest point of delight (the Peak) and the fi nal interaction, making these moments critical for brand af fi nity. Identify the single moment of greatest value delivery (e.g., tier achievement) and pair it with a speci fi c, recurring sensory program cue (a sound, screen fl ash, or signature colour).
94. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 94 Link - https://plan8.se/work/ux-sound
95. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 95 How to Celebrate repetition H Y P N O T I S E Y O U R U S E R S | R E I N F O R C E I T https://www.verywellmind.com/what-is-a-variable-ratio-schedule-2796012 Use Variable Ratio Reinforcement You put in a coin (the response), but you have no idea if you need to do it 1 time, 50 times, or 5,000 times before you hit a small win (the reinforcement). Because the payout is variable and based on the ratio of plays, you're constantly motivated to keep pulling that lever. + Micro-Reward Streaks + Gradual Tier-based Ampli fi cation © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y
96. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 96 How to Embrace the Loops H Y P N O T I S E Y O U R U S E R S | R E I N F O R C E I T https://www.behaviormodel.org/ The Fogg Behaviour Model For a loyal behaviour (B) to occur, Motivation (M), Ability (A), and a Prompt (P) must converge. B = M x A x P If a task is easy (High Ability), people need very little Motivation when they get the Prompt. Make it simple for that user, and they will do it often.
97. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y What’s on the cards today? 1. Prime them 2. Grab attention 3. Immerse them 4. Guide conversion 5. Reinforce it 6. Inspire their future with you
98. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y What’s on the cards today? 1. Prime them 2. Grab attention 3. Immerse them 4. Guide conversion 5. Reinforce it 6. Inspire their future with you
99. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y H Y P N O T I S E Y O U R U S E R S This is a fictional portrayal. The character’s likeness has been creatively adapted and does not represent the real individual.
100. H Y P N O T I S E Y O U R U S E R S Inspire their future with you N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 6 / 6
101. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y Inspire their future with you 6 / 6 The moment where the platform embeds a durable behaviour loop that the user initiates themselves when a trigger appears in their everyday life. ✦ Identity Transfer ✦ Trigger Encoding ✦ Autonomous Continuation
102. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 102 HYPNOSIS Show them who they are becoming. Encode a cue that recalls the trance. Set a behaviour they’ll execute later, voluntarily. DIGITAL Use identity mechanics (e.g. roles, tiers, etc.). Anchor a trigger to a peak moment (e.g. streaks, badges, etc.). Design a self-reinforcing loop (e.g. Goals, progress, etc.). H Y P N O T I S E Y O U R U S E R S | I N S P I R E T H E I R F U T U R E W I T H Y O U How do we inspire their future? ✦ ✦ ✦ If the action needs reminders, it’s marketing. If they return unprompted, it’s post-hypnotic.
103. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 103 H Y P N O T I S E Y O U R U S E R S | I N S P I R E T H E I R F U T U R E W I T H Y O U Why Inspire their future? 65% Of South African customers expect companies to adapt to their changing needs and preferences. Make them picture their future—with you in it. https://www.salesforce.com/eu/blog/south-africa-favourite-brands-elevate-customer-experience/?bc=OTH
104. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 104 #DontOnlyTakeMyWordForIt Enrichment goes both ways H Y P N O T I S E Y O U R U S E R S | I N S P I R E T H E I R F U T U R E W I T H Y O U American multinational technology corporation focused on information technology, online advertising, search engine technology, email, cloud computing, software, quantum computing, e-commerce, consumer electronics, and artificial intelligence… Google. https://www.linkedin.com/in/quinnzaffre/ Quinn Zaffre Creative Technology Technical PM Google United Kingdom https://www.google.co.uk
105. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 105 Link - https://www.youtube.com/watch?v=EuzRWd5U6_I&t=28s
106. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 106 #HoldUp Inspire their future? H Y P N O T I S E Y O U R U S E R S | I N S P I R E T H E I R F U T U R E W I T H Y O U In hypnosis, the trance is not the goal. The goal is the suggestion the subject carries back into ordinary life.
107. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 107 How to transfer Identity H Y P N O T I S E Y O U R U S E R S | I N S P I R E T H E I R F U T U R E W I T H Y O U Visualise the Ideal Self They leave as someone with a title or role. Member. Creator. Collector. Performer. Not “customer.” https://theconversation.com/spotify-wrapped-success- story-unpacked-what-are-the-takeaways-251337 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y
108. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 108 H Y P N O T I S E Y O U R U S E R S | I N S P I R E T H E I R F U T U R E W I T H Y O U Activate a memory of their ideal selves. Take the peak emotional moment in the experience and bind it to one recurring cue (sound, colour, symbol, badge). Then reuse that cue only when you want the user to return. https://medium.com/@faresfarhan/sounds-in-user-experience-the- invisible-power-of-auditory-design-3eb024911385 How to Encode Triggers
109. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 109 H Y P N O T I S E Y O U R U S E R S | I N S P I R E T H E I R F U T U R E W I T H Y O U Connect both selfs Design a goal the user can only complete outside the product, then make the product the place where that progress is recognised 1. Let them start something meaningful inside the experience. 2. Make the real work happen in their own life (e.g. purchases). 3. Reward and re fl ect that progress when they return. https://medium.com/@vrindatyagi09/user-goals-vs-user-needs-the-blind- spot-in-product-thinking-7d033d797af6 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y How to Automate Continuation
110. © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y 110 Link - https://www.youtube.com/watch?v=9KqrnBiyBQ8
111. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y So what have you seen today? 1. Prime them 2. Grab attention 3. Immerse them 4. Guide conversion 5. Reinforce it 6. Inspire their future with you
112. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y The user doesn’t repeat an action because we asked. They repeat it because it’s now part of their everyday. 1. Prime them 2. Grab attention 3. Immerse them 4. Guide conversion 5. Reinforce it 6. Inspire their future with you
113. H Y P N O T I S E Y O U R U S E R S N O V E M B E R 2 0 2 5 © 2 0 2 5 D I G I T A S • A P U B L I C I S G R O U P E C O M P A N Y H Y P N O T I S E Y O U R U S E R S This is a fictional portrayal. The character’s likeness has been creatively adapted and does not represent the real individual.
114. H Y P N O T I S E Y O U R U S E R S Questions? Ideas/Audits/Workshops… Work with us: C O P Y R I G H T © 2 0 2 5 D I G I T A S ( A D I V I S I O N O F M M S C O M M U N I C A T I O N S P T Y . L T D , R E G I S T R A T I O N N U M B E R 1 9 7 6 / 0 1 0 7 0 / 0 7 ) . A L L R I G H T S A R E R E S E R V E D . T H I S D O C U M E N T / P R E S E N T A T I O N C O N T A I N S C O N F I D E N T I A L A N D P R O P R I E T A R Y I N F O R M A T I O N A N D M E T H O D O L O G Y B E L O N G I N G T O D I G I T A S . N O P A R T O F T H I S I N F O R M A T I O N M A Y B E D I S C L O S E D T O O T H E R S , N O R M A Y I T B E U S E D , R E P R O D U C E D , C O P I E D O R T R A N S M I T T E D I N A N Y F O R M O R B Y A N Y M E A N S , E L E C T R O N I C , M E C H A N I C A L , O R O T H E R W I S E W I T H O U T P R I O R W R I T T E N P E R M I S S I O N O F D I G I T A S , A N D T H I S D O C U M E N T / P R E S E N T A T I O N M U S T B E R E T U R N E D I M M E D I A T E L Y U P O N D I G I T A S ’ S R E Q U E S T . P A U L A H U L L E Y M A N A G I N G D I R E C T O R P A U L A . H U L L E Y @ D I G I T A S . C O M M E G A N E S L A R O P E R A T I O N S M A N A G E R M E G A N . E S L A R @ D I G I T A S . C O M