Cross media energy marketing for tweens in The Netherlands - PowerPoint PPT Presentation

Apr 01, 2023 •147 likes •325 views

Cross media energy marketing for tweens in The Netherlands Highlights marketing approach Vertical approach: family marketing (aiming at parents and their tweens); Indirect approach: attitude is a precondition for changing

Cross media energy marketing for ‘tweens’ in The Netherlands
Highlights marketing approach • Vertical approach: family marketing (aiming at parents and their ‘tweens’); • Indirect approach: attitude is a precondition for changing behaviour; • Communication approach: Energy Survival as a brand name; • Media approach: seamless switching; • Planning approach: boosting each other; • Content approach: learning by having fun.
Target group knowledge: ‘lifestyle’ research • Tweens: 10 till 12 years old; • Streetwise; • Break away from parents; • Start building own beliefs; • ‘peer group’ pressure; • Influencing behaviour parents.
Tweens in The Netherlands
Lifestyle appearance 1: modern and self-willed
Life style appearance 2: cross cultural
TV WEBSITE attention information Preliminaries WORKSPACE education inspiration
TV attention Broadcasting on Public television - repeatedly on TV; - 200.000 viewers; - 20% market share; - third season. Purpose: branding
Source of inspiration: Norwegian
WEBSITE Energy portal – Children – Parents – Schools – Cross media switch – Back bone – TV-episodes – Preliminaries – 250 schools in 2007 – 5500 pupils at work.
WORKSPACE education Electronic teaching method for primary education. Toolkit: news, messages, agenda, teacher’s guide. Tasks: – Didactically warranted; – Individual; – Class teaching; – Thematic projects.
Workspace Each kid has it’s own digital spot
Thematic projects: learning to explain and present
Preliminaries Inspiration Preliminaries - Local administrations involved - Try outs: municipalities organize a preliminary (Amsterdam, The Hague etc). -Regional semi finals; -National finalists go to Norway
Media coverage • National Television; • National newspapers; • Regional radio and television; • Regional newspapers; • Local door-to-door magazines; • Reach in 2007: appr. 2 million people.
End of development phase: results so far • 200.000 viewers tv show (appr. 20% market share 6 – 12 years old); • Expected reach try outs: appr. 800.000 households (appr. 2 million people); • Independent research: significant more attention, knowledge and family discussion among target groups. • Sponsoring by business community.

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