The Belgian Clean Car Campaign Structure Framework Campaign
The Belgian Clean Car Campaign
Structure • Framework • Campaign elements – CO 2 guide – Online database – Promotion Campaign • Campaign results – Visibility obtained – Spin offs – Awards • Positive experiences
Framework EU strategy on CO 2 emissions from passenger cars: 1. Voluntary agreements with the automobile manufacturers 2. Market-orientated measures to influence motorists' choice towards more fuel-efficient cars 3. Improvements of consumer information on the fueleconomy of cars (legal obligation: EC Directive 1999/94)
Framework EC Directive 1999/94 Obliging Members States to provide: 1. a label with the fuel consumption and mean CO 2 emissions on all new cars 2. a free guide with this information for all new cars being sold 3. posters in the showroom 4. the publication of this information in all materials promoting (new) car models
Framework • Belgian Council of Ministers (March 2004): tax reduction for more economic cars • < 105 g CO 2/km: 15% reduction on value (max. 3. 280 €) • 105 – 115 g CO 2/km: 23 % reduction on value (max. 615 €)
CO 2 guide Objectives: • decision tool for new car purchase • provide comparative information about fuel consumption (economy) and environmental impacts Target group: all potential buyers > 18 yrs
CO 2 guide Format: • handy pocket of 160 pages • multilingual version (FR, NL, DE) • information about 5000 new car models available on the market: a. o. - CO 2 output - fuel consumption - fiscal measures (tax reduction)
CO 2 guide
CO 2 guide Distribution: • 42. 000 printed copies • distributed by: - new car retailers - cars importing firms - industry federations (Federauto, Febiac) - federal public service
Online CO 2 database
Online CO 2 database
Online CO 2 database Objectives: - provide electronic access to the information of the guide - offer supplementary services, allowing to : * compare different car models * select ‘economic’ models giving right to a tax reduction * order the paper guide
Online CO 2 database Objectives: - regular updates several times a year www. belgium. be
Promotion campaign Objectives: • Raise awareness about the possibility to make responsible choices (influence personal purchase decision making process) • Encourage customers to pro-actively ask for the guide • Promote the guide and the online database
Promotion campaign Key message: « if you need a new car to replace your old one, choose the ‘right’ one, i. e. one that consumes less fuel and produces less GHG. Ask for the guide or consult the online database to assist you in your decision »
Promotion campaign Instruments: - advertising in magazines - banners Supported by: - press work
Promotion campaign Advertising: 32 inserts in 19 magazines and newspapers
Promotion campaign Advertising Number of inserts
Promotion campaign Banners on websites and in mailings
Promotion campaign Bannering
Press work Campaign officially launched during a national Press conference (18/11/2004) in Autoworld (museum of oldtimers - Brussels) with federal Minister for the Environment Bruno Tobback
Campaign results 1. Visibility CO 2 Guide : 39. 000 copies distributed - 33. 500 to professional sector - 4. 500 on demand (tel. / fax / mail) - 1. 000 by Federal Public Services Finances and Transport Website: - 1. 300. 000 visitors (15/04/2005)
Campaign results 1. Visibility Advertising: - coverage: 1. 281. 000 persons - cost per contact: 0. 03 Euro Banners: - 1. 233. 000 contacts - clickthroughrate: slightly above average
Campaign results 2. Spin offs Smart:
Campaign results 2. Spin offs Toyota:
Campaign results 2. Spin offs Mercedes:
Campaign results 3. Awards: Gold and Bronze « PAMPA » Award (13/4/2005) (PAMPA = Public Authorities Magazine Print Awards)
Campaign results Lessons learnt: - use a portfolio of complementary tools bring a positive, solution oriented message induce simple, concrete actions use humour as package of the message
Thank you for your attention ! Luc Dries Belgian Federal Climate Change Section luc. dries@health. fgov. be For the Clean Car Campaign: Béatrice Best – beatrice. best@health. fgov. be (company cards available)
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