We have an innate desire for rare objects or experiences. The less available or more exclusive it is, the more we want it. When it was announced that Concorde was to stop flying, sales more than trebled. The madness of Black Friday sales shows just how much scarcity motivates people everywhere.
Making it live
The new owners of a travel publication wanted to generate more revenue from those attending their annual travel awards. Instead of merely providing attractive sponsorship packages, we ensured each one was created as a unique ‘one off’ package. Making each one exclusive and idiosyncratic increased the perceived and actual value, and as a result, there was a rush to secure these one off packages, and a willingness to pay the required premium.