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User Outreach for e Safety. Jacob Bangsgaard Director of External Affairs and Communications ERTICO. eScope Advisor Meeting 21 November 2005. The main obstacle for road safety – The driver. Road safety campaigns. Don’t drink and drive Use your seat belt

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user outreach for e safety

User Outreach for eSafety

Jacob Bangsgaard

Director of External Affairs and Communications

ERTICO

eScope Advisor Meeting 21 November 2005

the main obstacle for road safety the driver
The main obstacle for road safety – The driver

Road safety campaigns

  • Don’t drink and drive
  • Use your seat belt
  • Keep the speed limits and follow the traffic rules
why create user awareness for e safety
Why create user awareness for eSafety?

Commissioner Vivian Reding:“…we would like to take measures to ensure that the benefits of our technological research become more visible for the citizens”

Deployment obstacles:

  • Difficult to explain - sell
  • Low public awareness
  • High price – high maintenance cost
  • Privacy concerns
what is e safety
What is eSafety?
  • Adaptive Cruise Control
  • Lane Keeping Assist
  • Automated Parallel Parking
  • Low Speed Following
  • Electronic Stability Programme (ESP)

Night vision

Lane departure warning

Forward Collision Warning

Collision Mitigation Braking

  • eCall

Blind spot monitoring

  • Adaptive head lights
  • Obstacle & collision warning
  • Extended information (Extended FCD)
  • RTTI (Real-time Traffic and Travel Information)
  • Dynamic traffic management
  • Local danger warning
  • Speed Alert
esafety messages
eSafety messages
  • eCall– Let your car call for help when you need it the most
  • GST – Open the door to the services you need
  • PReVENT – Make your car more intelligent and safe to be in
  • AIDE – Make sure that you are not distracted when you should be alert
  • SPEEDALERT – Your car tells you how fast you should go
  • TMC – Be informed so you don’t get caught off guard
how do we create the message

WHO

WHAT

CHANNEL

WHOM

EFFECT

Credibility

Message

How do we create the message?

Media

Target Gr.

Awareness

Expertness

News values

Direct Comm.

Opinion Leaders

Attention

Information

Opinion Seekers

Trustworthiness

Interest

Indir. Comm.

Opinion Followers

Desire

Persuasion

PR

Action

Advertising

Uninterested

communication process pre competitive phase

Pre-

competitive

Phase

Reassurance

eSafety enabled

General Public

3. Multiplier

Logo,testimonials,

VIP quotes

European Campaigns

Driver/Buyer/Opinion leader

2. Multiplier

Target Group Magazines, Popular articles, key

messages based on user cases, easy to

understand, low technical level

Identification

Target groups

Translation level

Expert Magazines, Technical Fact Sheets,

Technical articles, Functionality Test Reports,

Scientific Conferences, Special Exhibitions

Stakeholder

Cooperation/

journalists

Freak-Level

1. Multiplier

Applications

Pre-competitive

R & D

Underlying technologies

Pre-Crash

Crash

Avoidance

Crash

Impact

Reduction

Post-Crash

User cases

Communication process – Pre-competitive phase
communication process competitive phase

Based on pre-competitive R&D

Company individual Promotions/

Marketing with reference to

General Public campaign but

with individual features/brands

Sales Force training

POS material

Competitive

Phase

Communication process – Competitive phase
support possibilities

Communication Platform

Media work

Marketing

Political work

  • Consumer Information (Function)
  • Consumer Test
  • Media Launch
  • Consumer Information (Product)
  • Advertising
  • Dealer Training
  • Fares
  • Incentives
  • Tax
  • Insurance

Labelling

Support possibilities
web platform
Web platform

www.escope.info

conclusion
Conclusion
  • Simple and credible messages and are essential
  • Technical communication must be avoided
  • Media campaigns are effective but require constant news and are difficult to sustain for longer periods
  • Consumer tests gives a high penetration in the media but difficult if products show only little differences
  • Labelling needed to brand eSafety
  • Lives can be saved every day - if we progress