your name and organisation name of the conference, date of conference emotions in clean urban...
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Your name and organisation Name of the conference, date of conference
Emotions in clean urban transport
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fehlen nur noch die short movies
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Why EMOTIONS
Why should we at all consider emotions?
From the trigger right into the memory, an immediate reaction
No attention is required
It is a quick connection that requires no elaboration
It is universal
It leaves long-lasting impressions
It is more efficient than a rational approach
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Why EMOTIONS
Some facts
More than 50% of all human decisions are emotional – often against rational awareness
The correlation between attitudes and actual behaviour is marginal
Many of the barriers for clean urban transport – and many against giving up the car are emotional
Positive properties of products get intertwined with the product
Most marketing campaigns for cars target emotions
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The EMOTIONAL approach
The emotional approach utilises:
Biological triggers (erotic triggers and atmospheric moods like natural landscapes)
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Biological triggers
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The EMOTIONAL approach
Your name and organisation Name of the conference, date of conference
The EMOTIONAL approach
The emotional approach utilises:
Biological triggers (erotic triggers and atmospheric moods like natural landscapes)
Culturally based triggers (like using symbols)
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Cultural triggers
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The EMOTIONAL approach
The emotional approach utilises:
Biological triggers (erotic triggers and atmospheric moods like natural landscapes)
Culturally based triggers (like using symbols)
Social triggers - the triggers which are most diverse (human need for contact, life style)
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Social triggers
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The EMOTIONAL approach
The emotional approach utilises:
Biological triggers (erotic triggers and atmospheric moods like natural landscapes)
Culturally based triggers (like using symbols)
Social triggers - the triggers which are most diverse (human need for contact, life style)
Feelings like surprise, fun, freedom, love, joy, erotic, proud
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Applying EMOTIONS
What does this mean for sustainable transport?
Apart from the real advantages of sustainable modes, give them a positive connotation
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WINNER of photo competition
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WINNER of photo competition
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Bus promotion in Trento/Rovereto
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Applying EMOTIONS
What does this mean for sustainable transport?
Apart from the real advantages of sustainable modes, give them a positive connotation
Create a feeling of community and partnership
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Bike Trailer Parcours
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Grandchildren and Grandparents
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Emotional Promises
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Emotional Promises
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The snake game
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The snake game
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Applying EMOTIONS
What does this mean for sustainable transport?
Apart from the real advantages of sustainable modes, give them a positive connotation
Create a feeling of community and partnership
Create an own image and make it hipp – utilise all sensitive channels
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The bike jingle
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The sweet bus
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Delivered breakfast
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Applying EMOTIONS
What does this mean for sustainable transport?
Apart from the real advantages of sustainable modes, give them a positive connotation
Create a feeling of community and partnership
Create an own image and make it hipp – utilise all sensitive channels
Tease the voyeurs in us and reward sustainable behaviour
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Biker of the Week
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Biker of the Week
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Klimaschritte – steps towards climate change
steh auf Fahrrad= Get up / Really like bike - German word play
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Steps towards climate change
täglich rausbringen: Take out each day
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Applying EMOTIONS
What does this mean for sustainable transport?
Apart from the real advantages of sustainable modes, give them a positive connotation
Create a feeling of community and partnership
Create an own image and make it hipp – utilise all sensitive channels
Tease the voyeurs in us and reward sustainable behaviour
Take children as carriers but also as role models
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Carrier and being carried
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Carrier and being carried
Your name and organisation Name of the conference, date of conference
Applying EMOTIONS
What does this mean for sustainable transport?
Apart from the real advantages of sustainable modes, give them a positive connotation
Create a feeling of community and partnership
Create an own image and make it hipp – utilise all sensitive channels
Tease the voyeurs in us and reward sustainable behaviour
Take children as carriers but also as role models
Feel for your target groups and take up their emotions
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The train brings you back
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The train brings you back
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The train brings you back
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The train brings you back
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Outcome / Benefits
6 to 13% more PT tickets sold, improved image
By bike to school: from 78 to 93%, after 5 weeks 91%
Flanders meanwhile 200 participating schools
Motivation rises to test alternatives
Bike seen as a mode of transport of its own right
You receive good customer-made promotion material
Raises a lot of attention and publicity
Such projects are fun in themselves
Self-assuring: own corporate identity evolves
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Lessons learned
Cooperation with the right partners is essential • PT providers• Police• Newspaper• Interest groups• Museums• Restaurants
Snake Game easy to use and transferable
Focus of competitions has to be sufficiently specific for target group
Consider to approach professionals or students
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Lessons learned
Some actions can be prepared well-in-advance
No continuous supervision needed
Door-openers to local media
Involve local politicians as patrons
Prizes should not only appeal to enthusiasts
Activities should promote the everyday biker instead of the fashionable biker
Possibly only one marketing company that follows the emotional approach
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Partners:DTV consultants (NL)
CTB Besançon (F)LV (BE)
Ökoinstitut Südtirol (I)
EMOTIONS - a SAVE- project coordinated by
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Thank you for your attentionQuestions?
www.emotional-campaigns.net
(your email address)