The Power of Engagement: Why this "Stupid" Ad Works • Joy Healey

This ad demonstrates the power of engagement, by starting with the question:

“What is the biggest preventable cause of cancer, after smoking?”

Underneath that are large letters spelling out: “OB_S__Y”.

The answer seems obvious: Obesity. So why create this seemingly pointless ad?

Behavioral scientist Richard Shotton explains this type of add is using the “generation effect,” where people remember things better if they have to participate in figuring them out.

An initial study on this technique split people into two groups, with the first group seeing a list of words, and the second group seeing the same list only each word was missing one letter. Later, the second group did 15% better at recalling the words. The conclusion was the act of effort made the idea stickier.

This initial study was replicated using brand names, and again people had better recall if they had to complete the brand names themselves.

But memorability isn't enough. Ads need to capture attention too, which is why it's not just about missing letters. It's about giving the audience “a little bit of work to do.”

There is an Economist ad that reads, “I never read The Economist.” – Management trainee, Aged 42.

This ad subtly implies success without directly stating it, engaging the audience through a simple puzzle that makes the message more memorable.

Further research shows that asking questions in ads makes people value the brand more.

For example, an ad that asks, “Did you know that wearing Avanti shoes can reduce your risk of arthritis?” causes the brand to be favored 15% higher than the ad that reads, “Wearing Avanti shoes can reduce your risk of arthritis.”

This is because engagement leads to more attention and value. Like people valuing an Ikea product more if they built it themselves, or wine tasting better from a bottle with a cork in it due to the opening effort.

As you can see, the seemingly “stupid” ad wasn't stupid at all. It used the generation effect and the power of engagement to make the message more memorable and impactful.

10 Methods to Harness the Generation Effect in Online Marketing

How can you use the generation effect in your marketing campaigns? Here are a few ideas…

Interactive Quizzes & Assessments – Create quizzes or assessments related to your product or service. Let users discover their needs or preferences while generating brand recall.
Fill-in-the-Blank Content – Instead of plain statements, use fill-in-the-blanks for polls, captions, or product descriptions. Encourage audience participation and make information stickier.
DIY Guides & Templates – Offer downloadable guides or templates requiring users to input their information or personalize them. This creates engagement and reinforces brand association.
Product Customization – Allow customers to personalize products with colors, designs, or text. The effort of creating their own version increases perceived value and satisfaction.
Contests & Challenges – Design contests or challenges that require participants to solve puzzles, answer questions, or complete tasks. The effort to win boosts brand recall and engagement.
Interactive Product Demos – Instead of passive demos, let users interact with product features through simulations, games, or AR/VR experiences. This active engagement leads to better product understanding and memorability.
User-Generated Content Promotion – Encourage users to create content based on your brand (e.g., hashtag challenges, photo contests). This leverages their effort and creativity to organically promote your brand.
Gamified Learning Experiences – Develop mini-games or interactive experiences related to your product or service. Learning through play becomes more enjoyable and memorable.
Hidden Message Reveals – Incorporate hidden messages or clues within your content (e.g., social media posts, images, videos). Encourage users to decode them, fostering curiosity and engagement.
Community Puzzles & Collaborations – Organize collaborative puzzles or projects within your online community. Users work together, contribute their effort, and strengthen brand association.

Final Generation Effect Tips…