Transcript Emotions in clean urban transport YOUR NAME and organisation
Emotions in clean urban transport
YOUR NAME and organisation 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 Your name and organisation Name of the conference, date of conference
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 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) Your name and organisation Name of the conference, date of conference
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) Your name and organisation Name of the conference, date of conference
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) Your name and organisation Name of the conference, date of conference
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 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 Your name and organisation Name of the conference, date of conference
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 Your name and organisation Name of the conference, date of conference
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 Your name and organisation Name of the conference, date of conference
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 Your name and organisation Name of the conference, date of conference
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 Your name and organisation Name of the conference, date of conference
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 Your name and organisation Name of the conference, date of conference
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 Your name and organisation Name of the conference, date of conference
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 Your name and organisation Name of the conference, date of conference
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 Your name and organisation Name of the conference, date of conference
EMOTIONS - a SAVE- project coordinated by
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Partners: DTV consultants (NL) CTB Besan çon (F) LV (BE) Ökoinstitut Südtirol (I)
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Thank you for your attention Questions?
www.emotional campaigns.net
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