RMT DriverTags are the scientifically proven behavior driving motivators which connect an ad and a brand to a person’s most important underlying subconscious motivations in life. They include emotional benefits, core values, mindsets, need states, character, and personality types. A DriverTag is an empirically derived variable identified by machine deep learning to cause behavioral change. There are 265 DriverTags.
For example, if a brand is promoting a new luxury car, the DriverTags might include the Motivations (macro clusters of DriverTags) Status/Prestige, Power, and Leadership. At a more nuanced level, an ad might include Need States (micro clusters of DriverTags) of Glamour and Perfectly Made. The more the DriverTags in an ad align with the audience’s interests and needs, the more effective the ad is likely to be. The same is true of the alignment between the DriverTags in the ad and the DriverTags in the media context (program, website, app, publication, etc.).
Harvey emphasizes that DriverTags were identified through data analysis, not mere creative intuition. By analyzing the performance of previous ads and identifying the key concepts that drove engagement, brands can hone in on their most effective DriverTags and use them to guide their marketing strategy.
Ultimately, the goal is to create ads that are as relevant and engaging as possible for the target audience, and that require a deep understanding of what drives their decision-making. By identifying and leveraging DriverTags, brands can increase their chances of resonating with their target audience and driving sales.