WP4 – Campaign Design for Almada target groups

WP4 – Campaign Design for Almada target groups

A G E N E A L Ideias com energia

SEGmented Marketing for ENergy efficient Transport

Pedro Machado

AGENEAL – Local Energy Management Agency of Almada

Ideias com energia

A G E N E A L

ALMADA target groups

- University 1st year students- Primary School 1st year pupils parents- New residents

Ideias com energia

A G E N E A L

University 1st year students

Objective: to convince 1st year university students to use public transport (or walk or cycle) to the campus.

Segments to address: all segments, despite knowing that it will be difficult to obtain behaviour change amongst “Car complacents” and “Devoted drivers”.

Ideias com energia

A G E N E A L


Implement an action framed by the European Mobility Week

Take profit of the fact that all 1st year students are obliged to register in the university in person

To make a real-time personalised home-university travel plan for each student

Ideias com energia

A G E N E A L


Complete route (including 1st and last km)Time and distance of walking to public transport

Time of waiting for the public transportTimes of riding public transportComplete cost of the journey CO2 emissions reduction

Ideias com energia

A G E N E A L

Ideias com energia

A G E N E A L


1050 students had route calculated (all new students!)

routes were sent by e-mail to each one of them

SEGMENT brochures were given outaction was disseminated through EMW

flyers (60 000)action was disseminated through

University EMW flyersresults were published in Almada Magazine

(70 000)

Ideias com energia

A G E N E A L

Ideias com energia

A G E N E A L

Primary School 1st year pupils parents

Objective: to convince parents of 1st year school children that bring them to school by car to bring them by bike (or walking).

Segments to address: “Concerned car users” (27%) + “Car contemplators” (5%) + all other segments, despite knowing that it will be difficult to obtain behaviour change amongst “Car complacents” and “Devoted drivers” (40% of total).

Ideias com energia

A G E N E A L

Primary School 1st year pupils parents

We aim at addressing the total 73,6% of parents that bring their children to school by car, even though 87% of them say they are fairly or very satisfied with the transport mode they use.

Moreover, we want to address also the parents that do not use the car, as we want to keep them not using it.

Ideias com energia

A G E N E A L

Ideias com energia

A G E N E A L

New residents

?Any ideas?

Ideias com energia

A G E N E A L

Thank you for your contribution!

WP4 – Campaign Design for Almada target groups

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Transcript of WP4 – Campaign Design for Almada target groups