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User Outreach for e Safety

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

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  1. User Outreach for eSafety Jacob Bangsgaard Director of External Affairs and Communications ERTICO eScope Advisor Meeting 21 November 2005

  2. 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

  3. 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

  4. 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

  5. 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

  6. When do we campaign?

  7. Where do we campaign?

  8. 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

  9. 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

  10. 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

  11. 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

  12. Web platform www.escope.info

  13. 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

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