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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

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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)

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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

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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

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

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