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Project overview and project results


Project SEGMENT Munich - New Residents - dialogue-marketing, relaunch Duration 2010-10-01 to 2013-12-31
Customer (project initiator) show_help City of Munich and MVG GmbH Location Munich
Organisation show_help City of Munich and MVG GmbH Total Budget show_help not known
Evaluation Design show_help One group before/after Target Group show_help 85,000 persons
Type of Project show_help Single measure(s) Emission effect show_help -608.30 tons of CO2 per year
Links SEGMENT project website
Project as case study on Eltis.org
Downloads not available

Overall Project Description show_help

SEGMENT was an Intelligent-Energy-Europe-funded project which tested consumer market segmentation techniques to persuade people to adopt more energy efficient forms of transport.

In the framework of SEGMENT, the city of Munich is decided to relaunch theire dialoge marketing campaign new residents. This fit well as new residents are a target segment in a so-called "life changing moment", when people rethink their mobility.
Core element of the existing dialogue-marketing for the new residents in a folder with multimodal transport information which is sent to every new resident in town after the registration. Within the campaign this folder was smartened-up and given a new design with new messages and new focal points.
The existing dialogue-marketing for the new-residents in Munich is already a successful tool of mobility management which was evaluated some years ago as effective. In times of smartphones we wanted to ask new residents if the main tool of this process - a folder - is still the adequate media for this quite young target group. We also wanted to know which contents and messages will meet their interest.

The aim of the folder and the related dialogue-marketing process is to encourage these new residents to walk, to cycle, to use pt or carsharing and feel themselves as part of a modern sustainable urban life style.
The existing folder was analysed by focus groups particularly with regard to its strenghts and weaknesses.
With the results of this first round and the results coming from the segmentation analysis two different alternatives of a new folder were designed and then discussed in a second round of focus groups.
The first alternative design was a “testimonial style” which means that young people just arrived in Munich tell the new residents what they like in Munich, how they explore the town, where they get useful information. The second alternative was a “magazine style” with information in a simple and concise form, short texts, pictures, charts and a lot of tips.

The first round of focus groups took place in November 2010, the second round in November 2011. The invited participants voted very clearly for the “magazine style”. So the new folder was designed from January to August 2012. In September the new folder could be shipped for the first time to the new residents.

Description of the system effects show_help

We integrate into the package new mobility offers to encourage cycling, also with electric bikes: we offer trial tickets for pedelecs and welcome cycling tours for new residents.
This campaign is ongoing. Every 6 weeks these new folders are sent out to app. 4.000-6.000 households in Munich with new residents.
The first qualitative feedback from the part of the new residents was very good.

Lessons Learned show_help

Not only the car owning segments are important for convincing for a more sustainable travel behaviour but also the “car contemplators”. This was an interesting result of the segmentation analysis. This fact was taken into consideration while designing the new chapter about carsharing. The aim was to inform these “car contemplators” about sustainable mobility options as soon as possible before they buy a car.

Project measures and effects

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Modal Split show_help
Change of car-users: -0.2%
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  Target (%) Before (%) After (%) Long-term (%)
Car driver 12.2 12 (-0.2)
Car passenger 2.4 2.4
Walking 8.1 4.7 (-3.4)
Cycling 9.5 17.9 (+8.4)
Bus
Train/tram/metro 67.8 63 (-4.8)
Motorcycle/Scooter
Zero-emissions vehicle
Mileage Effect show_help
Long-term change of car usage: -799,000 km/year
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  Before (km) After (km) Long-term (km)
Car driver 10 48,739,000 47,940,000 (-799,000)
Car passenger 10 9,588,000 9,588,000
Walking 3,235,950 1,877,650 (-1,358,300)
Cycling 11,385,750 21,453,150 (+10,067,400)
Bus
Train/tram/metro 162,516,600 151,011,000 (-11,505,600)
Motorcycle/Scooter
Zero-emissions vehicle
Emission effect show_help
Emission effect (in total): -608.30 tons of CO2 per year
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  tons of CO2 per year
Car driver -136.6
Car passenger 0
Walking 0
Cycling 0
Bus 0
Train/tram/metro -471.7
Motorcycle/Scooter 0
Zero-emissions vehicle 0
Total Effect -608.3

Note: These figures are adjusted according to control/comparison group results.

Project Promotion Activity show_help
1 occasions
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Distributed materials (leaflets, brochures etc) Date Description Number
  2012-09-15 Start of Shipment of new folders (every six weeks) 5000
Services, Mobility Options and Effects show_help
 
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  Number of people Target Group
Description of reached system effects:

We integrate into the package new mobility offers to encourage cycling, also with electric bikes: we offer trial tickets for pedelecs and welcome cycling tours for new residents.
This campaign is ongoing. Every 6 weeks these new folders are sent out to app. 4.000-6.000 households in Munich with new residents.
The first qualitative feedback from the part of the new residents was very good.
Lessons Learned:

Not only the car owning segments are important for convincing for a more sustainable travel behaviour but also the “car contemplators”. This was an interesting result of the segmentation analysis. This fact was taken into consideration while designing the new chapter about carsharing. The aim was to inform these “car contemplators” about sustainable mobility options as soon as possible before they buy a car.
Services Provided show_help
 
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Overall Targets show_help
 
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External Factors show_help
 
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