1. Your name and organisation Name of the conference, date of conference Emotions in clean urban transport YOUR NAME and organisation fehlen nur noch die short movies

2. Your name and organisation Name of the conference, date of conference 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

3. 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

4. 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)

5. Your name and organisation Name of the conference, date of conference Biological triggers

6. Your name and organisation Name of the conference, date of conference The EMOTIONAL approach

7. 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)

8. Your name and organisation Name of the conference, date of conference Cultural triggers

9. 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)  Social triggers - the triggers which are most diverse (human need for contact, life style)

10. Your name and organisation Name of the conference, date of conference Social triggers

11. 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)  Social triggers - the triggers which are most diverse (human need for contact, life style)  Feelings like surprise, fun, freedom, love, joy, erotic, proud

12. 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

13. Your name and organisation Name of the conference, date of conference WINNER of photo competition

14. Your name and organisation Name of the conference, date of conference WINNER of photo competition

15. Your name and organisation Name of the conference, date of conference Bus promotion in Trento/Rovereto

16. 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

17. Your name and organisation Name of the conference, date of conference Bike Trailer Parcours

18. Your name and organisation Name of the conference, date of conference Grandchildren and Grandparents

19. Your name and organisation Name of the conference, date of conference Emotional Promises

20. Your name and organisation Name of the conference, date of conference Emotional Promises

21. Your name and organisation Name of the conference, date of conference The snake game

22. Your name and organisation Name of the conference, date of conference The snake game

23. 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

24. Your name and organisation Name of the conference, date of conference The bike jingle

25. Your name and organisation Name of the conference, date of conference The sweet bus

26. Your name and organisation Name of the conference, date of conference Delivered breakfast

27. 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

28. Your name and organisation Name of the conference, date of conference Biker of the Week

29. Your name and organisation Name of the conference, date of conference Biker of the Week

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

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

32. 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

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

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

35. 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

36. Your name and organisation Name of the conference, date of conference The train brings you back

37. Your name and organisation Name of the conference, date of conference The train brings you back

38. Your name and organisation Name of the conference, date of conference The train brings you back

39. Your name and organisation Name of the conference, date of conference The train brings you back

40. Your name and organisation Name of the conference, date of conference 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

41. 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

42. 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

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

44. Your name and organisation Name of the conference, date of conference Thank you for your attention Questions? www.emotional- campaigns.net (your email address)