Emotions in clean urban transport YOUR NAME and organisation fehlen nur noch die short movies

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Emotions in clean urban transport YOUR
NAMEand organisationfehlen 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
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• 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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EMOTIONS - a SAVE- project coordinated by
Partners DTV consultants (NL) CTB Besançon
(F) LV (BE) Ökoinstitut Südtirol (I)
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Thank you for your attentionQuestions? www.emotio
nal-campaigns.net (your email address)