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

1. Emotions in clean urban transportYOUR NAMEand organisationfehlen nur noch die short movies Name of the conference, date of conference

2. 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 Name of the conference, date of conference

3. 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 Name of the conference, date of conference

4. The EMOTIONAL approach • The emotional approach utilises: • Biological triggers (erotic triggers and atmospheric moods like natural landscapes) Name of the conference, date of conference

5. Biological triggers Name of the conference, date of conference

6. The EMOTIONAL approach Name of the conference, date of conference

7. The EMOTIONAL approach • The emotional approach utilises: • Biological triggers (erotic triggers and atmospheric moods like natural landscapes) • Culturally based triggers (like using symbols) Name of the conference, date of conference

8. Cultural triggers Name of the conference, date of conference

9. 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) Name of the conference, date of conference

10. Social triggers Name of the conference, date of conference

11. 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 Name of the conference, date of conference

12. Applying EMOTIONS • What does this mean for sustainable transport? • Apart from the real advantages of sustainable modes, give them a positive connotation Name of the conference, date of conference

13. WINNER of photo competition Name of the conference, date of conference

14. WINNER of photo competition Name of the conference, date of conference

15. Bus promotion in Trento/Rovereto Name of the conference, date of conference

16. 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 Name of the conference, date of conference

17. Bike Trailer Parcours Name of the conference, date of conference

18. Grandchildren and Grandparents Name of the conference, date of conference

19. Emotional Promises Name of the conference, date of conference

20. Emotional Promises Name of the conference, date of conference

21. The snake game Name of the conference, date of conference

22. The snake game Name of the conference, date of conference

23. 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 Name of the conference, date of conference

24. The bike jingle Name of the conference, date of conference

25. The sweet bus Name of the conference, date of conference

26. Delivered breakfast Name of the conference, date of conference

27. 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 Name of the conference, date of conference

28. Biker of the Week Name of the conference, date of conference

29. Biker of the Week Name of the conference, date of conference

30. Klimaschritte – steps towards climate change steh auf Fahrrad= Get up / Really like bike - German word play Name of the conference, date of conference

31. Steps towards climate change täglich rausbringen: Take out each day Name of the conference, date of conference

32. 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 Name of the conference, date of conference

33. Carrier and being carried Name of the conference, date of conference

34. Carrier and being carried Name of the conference, date of conference

35. 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 Name of the conference, date of conference

36. The train brings you back Name of the conference, date of conference

37. The train brings you back Name of the conference, date of conference

38. The train brings you back Name of the conference, date of conference

39. The train brings you back Name of the conference, date of conference

40. 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 Name of the conference, date of conference

41. 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 Name of the conference, date of conference

42. 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 Name of the conference, date of conference

43. EMOTIONS - a SAVE- project coordinated by • Partners: • DTV consultants (NL) • CTB Besançon (F) • LV (BE) • Ökoinstitut Südtirol (I) Name of the conference, date of conference

44. Thank you for your attentionQuestions? • www.emotional-campaigns.net • (your email address) Name of the conference, date of conference